Research On The Business Strategy Of Changchun Xingguo Steel Structure Co., Ltd

At present, along with the national Twelfth Five-Year Plan’s putting forward, theconcept of environmental protection and energy saving is more and more widelyaccepted by the public. Construction steel structure industry belongs to the high-techindustry, which was fostered by national policy. However, as the steel structureindustry for low content of technology and the small amount of investment results inlower trade barriers to entry. More newly established SMEs in the industry are verycompetitive with each other. AS a well-known enterprise of Steel Structure of JilinProvince, Changchun Xingguo Steel Structure Co., Ltd. have a certain competitiveedge in the industry. However, there are also many shortcomings. This dissertationaims to study on the business strategy of Changchun Xingguo Steel Structure Co.，Ltd,to find out the inadequacies of the enterprise and get appropriate solutions.In Chapter1, this dissertation briefly introduces the background, the purpose,the significance and the ideas of the research. The purpose of this dissertation is toanalyze the operating status and the problems of Changchun Xingguo steel structureCo., Ltd, and rejuvenating countermeasures and develop new business strategies.In Chapter2, this dissertation analyzes the current situation of management andthe existing problems of Changchun Xingguo steel structure Co., Ltd.Through the analysis, I find out that the enterprise has the following problems:lack of strategic consciousness, stable product quality, marketing channels, limitedhuman resources issues, and financial budgeting problems. Finally I have found outthe reasons of the problems: lack of good management personnel, the familycompany management mode and lack of scientific management.In chapter3, this dissertation analyzed the business environment of ChangchunXingguo steel structure Co., Ltd. The main use of the methods are PEST analysis, five power model, EFE matrix,IFE matrix, the SWOT analysis and other methods to make the company operatingconditions of comprehensive analysis.Paper chapter4is the focus of this article, which established the strategic targetfor Changchun Xingguo steel structure Co., Ltd, and established the business strategy.The middle strategic goals for the company are as follows: to get ISO14000environmental management system of international standards, to make steel structureproject specialized contracting enterprise level of qualification, to through the highand new technology enterprise confirmation, and become to the leading enterprise inNortheast market.Long-term strategic goal for the company: stand by the domestic market, enterthe international market, reformed Co., Ltd and successfully enter to any stockexchange.The company is made for business strategy as follows: strengthen the companybrand construction, focus on the Internet marketing and electronic commerce. Inbuilding up the performance advantages; Set up quality advantages; promote theenterprise qualification; using leverage borrows, and have the qualificationsenterprise cooperation and achieve win-win; through the hi-tech enterpriseconfirmation etc promote enterprise competition ability. To enter the civil steelstructure into field; and major design institute established relationship to broaden themarketing channel. Reform the management system, including the general managerof well-paid; Hire the human resources manager; to establish the companymanagement information system; to strengthen the company’s internal audit.Changchun Xingguo steel structure Co., Ltd, business strategy of theimplementation of the security measures as follows: to strengthen enterprise cultureconstruction, concrete including establish good incentive mechanism; Establish strictconstraint and punishment mechanism. Strengthen and improve enterprise internalcontrol, including have1or2supervisors; Make audit independence; Establishmanagement information system. Improving existing organization structure,including making a supervision enterprise management supervisors role; An auditmanager, directly on the board of directors; For the human resources department personnel reshuffle; Set up information technology department, and is responsible formaintaining the management information system, and maintain the local area network,electronic commerce, and collect competitor information.This paper studies on the development of Changchun Xingguo steel structure Co.,Ltd, business strategy, has some of the academic value, the theoretical significanceand practical application value. And hope for the domestic at the stage of growth insmall and medium-sized private enterprises of the strategic goals and managementstrategy, to realize scientific management, and promote the enterprise performance asa reference.