Research On Competition Strategies Of Guangdong Shenzhen DS Electronic Corporation

As China's reform and opening is deepening continuously and the socialist market economy system is established, private enterprises have become an important part of modern enterprises in China, and have achieved amazing progress. But China's private enterprises are still in an initial stage, and some private enterprises fail to develop right competition strategies according to the change of external environment promptly. Thus, the development speed of the enterprises is delayed, and some of them even move toward bankruptcy. Therefore, analyzing comprehensively internal and external business environment and developing practical and feasible competition strategies are very necessary for China's private enterprises. By utilizing various tools and methods, this dissertation takes Guangdong Shenzhen DS Electronic Corporation as an example to study its competition strategies, which can provide valuable references for DS Corporation and other private enterprises in China.First of all, the external environment of DS Corporation is analyzed. The analysis indicates that China's current politics, law and economy environments have provided good external conditions for DS Corporation. In addition, the upgrade of domestic electronic consumption productions has also provided a good development opportunity for all electronic information manufacturers. However, because of the threat of potential entrants and intense competition of industry, DS Corporation is facing big competition pressures. The EFE matrix using synthesis weighted analysis indicates that DS Corporation can respond exterior opportunities or risk strongly.Secondly, the internal environment of DS Corporation is also analyzed. Currently the company is generally in a good condition, and upward trends are presented in corporate finance, technology, human resources and other aspects. However, the profit of sales is dropping due to increasing costs. In addition, the company still attaches importance to technologies and belittles product services, so that current service abilities can not fit market requirements, which is urgent to be improved.Thirdly, based on the analysis of internal and external environment, DS' development strategy is determined to be endogenous growth type using SWOT methods. According to market domains, company products can be divided into five categories: A, B, C, D and E. Different competition strategies are suggested for different categories of products, such as cost-leading strategy for A, B; product differentiation strategy for C, D; objectives gather strategy for E. Only a combination of several strategies is used, DS companies can establish and maintain its competition advantage in various domains.Fourthly, In order to implement successfully a combination of the competition strategies, corresponding measures are given, such as strengthening company's research and development capabilities; choosing right suppliers and vendors with regular evaluation; establish long-term cooperative relations with suppliers; enhancing production management and improving productivity; changing the functions of sale department and increasing the quality of service of pre-sales, sales and after-sales, etc.The end is the conclusion of this dissertation. DS Corporation can be a typical representation of China's private enterprises. The conclusion on DS' competition strategies will not only have good reference value for peer-industry enterprises, but also has certain reference value to other private enterprises outside the industry. Because of industry characteristics and continual change of its internal and external environment, if necessary, the competition strategies and implementation measures suggested for DS Corporation should make corresponding adjustment and improvement.