Touch Screen Manufacturer W Company Strategy Research

Touch panel industry has experienced rapid development in recent years, it has become a hot spot in the electronics industry. With the development of mobile terminals represented by smart phones, the industry is rapidly changing in the areas of supply and demand, product technology and manufacturing technology. The research on the strategic management of touch panel manufacturers is still little, existing research generally put emphasis on the analysis of industry environment, being short of using rigorous strategic management theory to research the strategy of a specific company, theoretical research progress is seriously lagging behind the industrial development speed, many companies have the problems of blindness in investment, strategic management failure or lack of strategic awareness. In view of this situation, this article takes the W company as the object, and tries to carry on the thorough analysis to its strategic management, provides the plan for the strategic management of W company, and also hopes to provide the reference for the strategic management of the related companies and personnel in the touch panel industry.Based on the process of Choice of mission and vision -- Analysis of the internal and external environment-Strategic choice-Strategic implementation, using the SWOT matrix, the industry life cycle, five forces model, value chain theory, balanced scorecard model and relevant strategic management theory, this article researches the strategy of W company, and draws the following conclusions.Touch panel industry is now changing from the growth period to mature period, facing the threats of decentralized competitive structure, lower bargaining ability to the upstream and downstream, the increasing market share of replacement. But considering the changing trend of demand, competition structure and raw material supply, there are still a lot of opportunities. W company has a good corporate image and customer relations, unique flexible production technology, the strength of the parent company’s support and other advantages. The major internal problems are lack of product category, lack of capacity, lack of ability in essential innovation. At the same time, W company’s quality management capacity and material management are not outstanding, as a manufacturing enterprise, this constraints the development of the company a lot.Based on these internal and external conditions, W companies need to choose the general business strategy of both cost leadership and differentiation, priority to ensure survival, expand the share with cost leadership, to provide financial support for differentiation. Differentiation is mainly performed by the high-end product category development and customer service, needs to pay attention to grasp the appropriate level. Based on this basic point of view, this paper puts forward specific strategic options for W company, including the expansion of production capacity, promote the Six Sigma management technology, strengthen the material management and customer service, cover plate vertical integration, and cooperate with TFT company to carry out OGS business, as well as specific strategic choice of various functions. In order to ensure the effective implementation of the strategy, W company needs to adjust the organizational structure, to introduce the product project team to form a matrix structure with the original functional departments, to establish a control system based on the balanced scorecard, and to construct an organizational culture adapt to the strategic choice.