| Since the beginning of the new millennium, economies of all countries in the world present no good performance: World economy has suffered the most severe down sliding of the past 20 years. World economic power U.S.A also suffers big recession, plus with the heavy blow of "9.11 Event", one disaster after another, worsening world economy. But China's economies still keep a high growth of around 7% annually. China entered WTO in 2001, which will speed up the integration of China economy and world economy. " China's Tenth Five-Year Plan" puts forward: the coming five to ten years will be an important period for the development of national economy and social development; it's an key period for strategic adjustment of economic structure. China's economy is going into rapid-growing period. China's enterprises should know how to catch up opportunities and merge with one's own real situations to set up practicable strategies for their own development. In addition they need unremitting efforts in sharpening their competitiveness to win the challenges imposed by world competitors. This article studies the domestic and world economic situations as well as the situation of semiconductor development. As a discrete semiconductor manufacturer ranking first in China, with analysis of its current status and product structure and comparison with its competitors, it puts forward a strategy of strengthening new product development and sustaining development. The article includes four sections.Section 1: current status analysis over the enterprise, briefly introducing the history of growth and development, further anatomy over the enterprise's major economic indices between 1998 and 2001 to observe its fast growth together with the high business risk and low economic benefit. Section 2: Recognize the situations around us. First is to analyze the situations of world economy and the macro economic policies of China. In 2001, the slump world economy, especially theslump semiconductor industry composed a sharp contrast with China's stable environment and sustaining growth of economy. Numerous multinational companies thronged into China. This will bring local enterprises huge business opportunities. Meanwhile, with the globalization of world economy and China's access into WTO, competition in China will be unprecedented fierce. Second is to analyze the internal environment of the enterprise: including business systems, system restructure, software and hardware as well as the weakness of the enterprise. Section 3: Analysis above will help with the study of key element products of the enterprise to be put into competition. The methodology of "General Electric Company's Strategic Business Plan Matrix" is used to analyze the internal product structure of the enterprise. Key points including the following two aspects: One is the main product of the enterprise. The enterprise has only 39% equity shares. But the investment on the main product accounts for 95% of the enterprise's total investment. SWOT methodology is used to analyze the main product and generate corresponding countermeasures. Two is LRC's products."Multiproduct TQC("is used to analyze the profitability of its products to fully identify the cost, profit margin, market opportunities and threats as well as benchmarking of its existing products.Section 4: Bring forward the strategy of strengthening the competitiveness of current products-develop new products. Through analyzing the market opportunities and threats of the current products and the comparison over competitors, adopting "AHP methodology" to prioritize the new products to be developed, and using current available company resources to focus area to achieve breakthrough, to secure the smooth progress of new product development and to achieve fundamental change of product mix. Upgrade enterprise's competitiveness from both managerial and technical aspects. Expand application of products from home appliance only to areas including home appliances, computers, information communication, a... |
