Shanghai Blu-ray Technology Co., Ltd. Development Strategy

Solid-state lighting through light-emitting diodes (LEDs) is going to displace traditional incandescent or fluorescent lamps for general lighting. The enhanced efficiency of LEDs over traditional lighting sources will enable substantial reductions in electrical energy consumption and carbon-related pollution. As long as it is started to develop in China at the beginning of this century, LEDs industry is strongly encouraged and listed in "the eleventh five year plan" by the Chinese government. Since 2008, another surge of investment over LEDs industry is coming into China. Almost all of the LEDs chip manufactures have announced to enlarge their product scale. It can be expected that the LEDs chip manufactures will have to face fierce competitions in the following years due to the over capacity. Only the well prepared will survive.Epilight Technology Co., Ltd is one of the most famous high-tech companies in China, which is engaged in the manufacture of LEDs Chips for more than 10-years. The basic technology of newly established Epilight was from the achievements of a national high technology program "863 plan" undertaken by Peking University.In the last 10 years, Epilight never give up its faint on innovation and quality, and finally become a leading LEDs chip manufacture in China.In this study, Epilight has been fully investigated to find the strategic development of the LEDs industry. The thesis has five chapters. In the second chapter, all issues, which could have influences on the strategy of the Epilight, have been identified by using PEST analytic tool based on the current situation of the Epilight including the external environment, LED techniques, global LED market, and competitors. The internal resources including management capability and financial situation of the Epilight has been revealed in the third chapter, followed by the SWOT analysis. As a result, the strategy for the overall development of Epilight has obtained:focus on LEDs chip business, become the leader of the industry in terms quality, capacity, innovation, and standardThe key factors, which could affect the strategy of the Epilight, have been pointed out in the thesis, including:innovative mechanism, human resource, management system, marketing and brand strategy, and corporation culture, etc. This study could not only be used for the development of the Epilight, but also could be used as a guidance for other LEDs chip manufactures in China..