Beijing Runheng, Fixed Battery Co., Ltd. Development Strategy

In modern society, lithium-ion battery is popularized as a environmental friend energy going by valuing in environment protection, exploiting seriously on petroleum, coal, natural gas. As a solution of promoting global information economic, green energy, environmental friend, lithium-ion battery has developed deeply in technology, manufacture and market, growing into a industry.Beijing China Powerel Battery Co., Ltd. is a high-tech company, specializing in R&D, manufacturing and selling secondary lithium-ion battery .The product is polymer lithium-ion battery which apply in the fields of mobile product, digital product, consuming electric product, electric tool, electric bicycle, aeromodelling, toy, mine lamp, medical facilities and military devices. From foundation day till now, the company has gone through complicated and disturbed situations. The general manager fell out of power one by one, main divergence between top leader and shareholder focusing on product strategy, development strategy and ability of making profit. The author has been working for nearly four years in the company, experienced dozens of disturbed transforms. The thesis analyzes the industry circumstance, developing tendency, the interior competence and exterior circumstance of the company, pointing out the view of product orientiation, development strategy, how to get the ability of continuous competition.The thesis firstly elaborates the outer circumstance, current situation and development tendency of the industry of lithium-ion battery demesticly and abroad. It declare that the lithium-ion battery is a sun-rising industry, having the ability of making high profit, bright future with the features of high capacity, high power,long cycle, no pollution,safty and light weight. Poter Modle analyze the industry structure. Secondly, the thesis adopt anlysis methods of SWOT analyzing the interior competence of the company. On the basis of that, it put forward the company strategy, that is, taking technology and cost as guidance, holding diversified strategy as complement, leading into realizing gloable strategy. Then, the thesis propse the steps, means and measures of the strategies. Finally, conclusion of this thesis is made.