The Wanhua Development Strategy Analysis And Research

Man-made leather industry was a new industry from last century on 1950',with the development of world economy and technology of man-made leather industry, the world man-made leather industry had got an earth-shaking change. The products were changed from PVC leather to PU leather, then to PU synthetic leather and now is to PU micro fiber leather, it is formed a new industry which is separated from genuine leather industry. Though Italy of Europe, Japan and Korea and Taiwan area of Asian area are still the main manufacturing area, in the new century situation changed, China now is the No. 1 in the world man-made leather industry for its annual output, it had made our close neighbours, such as Korea, Japan and Taiwan area, appeared " industry hollowized" phenomenon, it forced enterprises of the above area to walk the way to diversity development, including products diversity and market diversity.Chinese man-made industry was started from the end of 1970' of last century, marked by constructing Yantai Synthetic Leather Factory from 1978.With the deepen of Chinese opening up and reform policy, worldwide industry division and industry transfer, the output of Chinese enterprises had increased very fast. Due to lack of own intelligence right and basis study and developing ability, Chinese man-made enterprises had dropped into the heated competition with low grade products.Wanhua Synthetic Leather Co. is facing the sharp competition, using its own strength and diversity products, developing its own market.This paper study and analysis Wanhua company from four sides.The first part introduce the industry background and Wanhua company, analyzing the different period of man-made industry, studying the different character of different period.The second part is the detail analysis and study for Wanhua company on environment, market and resources, SWOT analysis, the source of competition ability and continued competition strength, products life circle for different market.The third part offers company development strategy, including combine cost leading with diversity strategy, resource valid integrating and sustained competition strength, market cooperated development strategy etc.The fourth part summarize the whole paper, offered the guarantee of carrying out company strategy.