The Yingkou Jie, Battery Separator Co., Ltd. To Develop Strategic Research

This dissertation gives advice to a company, YINGKOU RIJIE Battery Separator Company, about the choice of strategy to develop itself in an high mature industry with severe competition. This company is of large scale, plentish capital and advanced production device and strong compared with many other companies in the same industry. The battery separator industry has become high mature after it come through a quickly evolution phase, nowadays, the industry full of company, the competition is hot, many company plan to quit the industry. The comprehensive strength of RIJIE possess advantage compared with craft brother, but it face the problem of rough management and single property right during it's development. In order to achieve RiJi's management upgrade and the second undertaking by employing a good strategy. After having analyzed the external environment of RIJI (including the macro-environment and industrial environment), by PEST and five-force analysis model, and the Value chain analysis model and VRIO model, this dissertation summarizes the opportunity and the threat that the companies will face with, and the weakness and the superiority of RiJi. And then this dissertation choose the development strategies by the SWOT model. The development strategies include strategic alliance, developing the overseas market, the different business strategy and so on. Moreover this dissertation has decided the measures to assure the success of the strategies. These measures include reconstructing the corporation culture, modifying the property right structure and organization structure, rebuilding the contemporaneity corporation system, increasing technological investment, improving techniques, enlarging the strength of equipment improvement, increasing the strength of market exploitation , integrating client resource ,building strategic alliance with large clients and overseas clients machines ,using outside resource accelerating speed of company development , This article is composed of 5 chapters. The first chapter is introduction, about thebackground and significance of this study, about the preference theory. The second chapter is mainly about the analysis of external environment including the macro-environment, industrial environment and the condition of competitors. The opportunity and the threat are summarized by this analysis. The third chapter is about the internal condition of RiJi. the analysis the weakness and the superiority of RiJi from the aspects on RiJi's resource and capability. The development strategies are decided in the forth chapter according to the above analysis. In the fifth chapter the measure is come up with to assure the success of those strategies.