Study On The Competitive Strategy Of Yantai Jialong Company In Energy-saving Glass Business

Nano anti-UV & energy-saving coating and Nano anti-UV & energy-saving glass is a kind of energy-saving products that developed independently by Yantai Jialong Nano Industry Co.,Ltd.Its technologies and product performance in the leading domestic and reached the international advanced level.Under the rapid development of China energy-saving glass market environment,new products and new technologies are emerging and the consumer's demand are diversifying,Stutdying on the Competitive Strategy of Yantai Jialong Company in Energy-saving Glass Business is very practical significance.Based on this background for the study,using the modem theory of competitive strategy and marketing theory and the integration of qualitative and quantitative analysis method,PEST analysis tools,industry competition in five models,value chain analysis tools,SWOT analysis tools to study the competitive strategy of Yantai Jialong company's energy-saving glass business.This paper is divided into three main parts:Part 1:Summarization of traditional theory of competitive strategy.Part 2:Discuss the selection of competitive strategy of Jialong companyFirst,objective analysis on Yantai Jialong company in three levels of the external environment of macroeconomic environment,trade environment and competitive environment,that benefit from the industrial policy of national energy saving-oriented, energy-saving glass market rapid growth is the most important market opportunities and the products are in introduction stage of the market,smaller markets,lower market share of the market is the main threat.Secondly,through the analysis of the enterprise's internal resources,capacity and core competitiveness capacity Yantai Jialong got the prominent competitive advantages in product development,marketing and service but relatively disadvantageous position in scale enterprises,the total cost of products and etc. Finally,Determine the development strategy through SWOT analysis and formed the selection of differential competitive strategy of Yantai Jialong company's energy-saving glass business based on Porter's the traditional competitive strategy and combined with its actual situation.Part 3:Determine the implementation of differential competitive strategyFirst,given the implementation principles of the differential competitive strategy: to reduce the price sensitivity of customers;customers optimize the value chain, enhance customer value;play the role of signal value,improve customer value recognition.Next,given the differential products and technologies,differential marketing combination as the main content of the differential competitive strategy.Finally,given the organizational structure of the system functions and the innovative human resources management as the implementation guarantee of the differential competitive strategy.