| The Corporate Strategy is inseparable from Industry Life Cycle. The development of an Industry Life Cycle includes four stages: Introduction, Growing, Maturing and Recession. Despite the Recession stage is an important part in Industry Life Cycle, and lots of enterprises can't avoid the declining stage, but the Corporate Strategy Study in declining stage has rarely been researched. When the industry is in recession, it is better to establish Corporate Strategy as early as possible, which is very important and favorable for survival and development of the enterprise in the declining industry.This paper analyzes the status that traditional lighting industry has entered into a recession period, as its upstream industrial chain, how the biggest manufacturer of tungsten wire makes Strategic Choice and Strategic Innovation.Based on the perspective of corporate strategy, there are two main root causes leading to declining industries, one is technical innovation, the other is demand variation. Due to the decrease and shortage of global energy sources, the concepts of green, environmental protection and energy saving has been driving the new rising industry model. The rapid development of LED semiconductor lighting industry is an accelerating for the declining of traditional lighting industry.This paper purposes to find a sustainable operation and development for HONGLU, by discussing and establishing Strategic Choices in the declining stage. The Strategic Choices include Leadership Strategy out of Declining Industry Strategy Theories of Professor Michael Peter, Industry Upgrading, Industrial Chain Extension and Industry Innovation.For strategy implementation, this paper put forward in Market Segmentations, Strategic Alliances, Financial Strategies, Human Resource Strategies, Technological Innovation and Informationization Strategies. |
