Study On Development Strategy For QH Group Co., Ltd.

The world economy has entered the era of globalization and has made rapid development in recent decades. China's economy has been rapidly developing with the reform and opening up policy. China is gradually becoming the main producer and consumer of refractory materials in the world. But the domestic refractory material industries concentration degree is low, product homogeneity is severe, industry competition is particularly fierce. In recent years, with the continuous influx of foreign company and the small private enterprises, the competitive environment becomes more brutal. In this case, the Qinghua Group endures a decline in market share. It's high time for Qinghua Group to resolve the following problems: fully understand how to develop their own advantage, actively use of the external environment to create more business development opportunities, avoid risks, establishment of corporate sustainable competitive advantage and make the company's developing strategy.This dissertation introduces the develop strategy theory and methods, first of all, use of PESTN analysis and empirical methods to analyze the external environment of the Group and make a strategy choice with the process of a large collection of historical data and surveys based on field and interviews with experts, finding out the key internal and external development impact factors, a SWOT analysis and strategy matrix analysis, which will help the Group to identify opportunities and threats faced, and understand their own strengths and weaknesses, establish a corporate strategy direction of development; then develop a marketing, human resources, organizational changes and other safeguards measures and the effective control methods and measures for the implementation of the strategy.