Study On The Development Strategy Of Chong Qing MaGe Overall Furture Co., Ltd.

After about 30 years of reformation and opening in our country, many famous private enterprises arose and developed powerfully in various fields. But they are universally facing a few problems, such as the standardization of management, independence and innovation as well as the social credit, etc, especially the development strategy of the enterprises, which deserves our serious regard. Quite a few private enterprises developed gradually depending on the large quantities of need of the selling market and the advantages of systems in the private enterprises, as a result, they realized the original accumulation of capital. However, there are great changes in the present market, which has entered the market for buying. The problem of strategies for the enterprises, that is the direction of the enterprises' development, should be considered since the competition becomes more fierce and the advantages of systems in the private enterprises disappear gradually.In this paper, MaGe Overall Furture Co., Ltd. is taken as the object. Firstly I analyze the macrscopical environment, industry environment, and competition environment by using PEST tool and five-force model; analyze and predict the development and requirement of furniture industry. Secondly I describe and discuss the company's general situation; analyze the inner environment of the company by using VRIO and value chain tool; conclude the problem of strategy manegement. Then I conclude the inner and exterior environment by using SWOT frame, getting a conclusion that the opportunity of the company surpasses its threats, advantage overwins its disadvantage, and therefore, the gain-in strategy should be executed in the company according to the SWOT tool, This will lay foundation for chosing direction and prctising plan of differentiation competitive management for the enterprise. And it further definitudes the market differentiation competitive management and some functional management. Finally, suggestion has been put forward for the above strategies.According to the analysis of this paper,I hope it can help some departments and enterprises to constitute,pratise and chose scientific development strategy for improving the competitiveness of furture enterprises of our country, and even the whole enterprises developing healthyly,fast and continunously.