The Research On Competitive Strategy Of Sheenrun Company

Jinan Sheenrun Electronics Co., Ltd. is a high-tech enterprise who applies optoelectronic technology to the field of night vision, which is also a completely new branch of security industry. The development of Sheenrun and its belonging night vision industry have no precedent to follow, so the research of Sheenrun's competitive strategy has a direct impact on the company's rapid development, and will play a pivotal role to the company.Through the studies of competitive strategy theories, and analyzing of changes of night vision industry's environment and competition situation ,this article analyzed Sheenrun's company resource /challenges and opportunities, determined the competitive strategy under new situation——focus and differentiation strategy. At the same time, forecasted the risks in the implementation this strategy. And then expatiated the security measures of the implementation of the strategy in every aspects, for example, marketing , finance, production, R&D, human resources, organizational structure, business culture and so on. Finally, made a prospect on the competitive strategy and the future direction of the research.First of all, used PEST model and "Five-Force Model", from angles of national economic conditions, industry competition situation, and the environment of industry, analyzed the external environment that company facing, provided the premise for strategy constitution. Sheenrun is facing a good opportunity for industrial development, and also facing challenges of fierce competition and more strict customer's demand.Secondly, analyzed internal resources and capability, providing security for the company's strategy constitution. Used SWOT model to analyze advantages, disadvantages, opportunity and threat of the company. Sheenrun company have advantages of research, production , financial, product status, Meantime There exists management, cost and other aspects of disadvantage in the company.. Therefore, Sheenrun ought to exert his advantages, take advantage of opportunities, enhance the core business development, and select the appropriate competitive strategy according to the different market status of product line.Then the article utilized Value Chain Model to disassemble the competitive strategy of the company, analyze the security measures for implementation of the competitive strategy from the aspects of marketing, financial, production, research and development and human resources , And adjusted the organizational structure and corporate culture, elaborated on how to use various means to play to its own advantages and implement brand strategy, and how to build brand advantages as soon as possible, and used product life-cycle analysis to develop major business concertedly, develop laser night vision products business stably. Enhancing competitiveness by focus and differentiation strategy, competition and cooperation, and the development of the industrial chain.Finally, summarized the potential risk of implementation of the Sheenrun's strategy. And made a prospect about the outlook of competitive strategy and the future issue research direction , pointing out the inadequacy of the study.