| In the increasingly competitive market, Yongji Xinshisu Electric Equipment Co.,Ltd (herein after as Yongji Company) confronts not only many opportunities, but also a lot of challenges. In order to enable Yongji Company to seize opportunities by using of its advantages, to dodge risks by overcoming its disadvantages and achieve a higher goal, this article had conducted a systematic study of Yongji Company based on relative strategic management theories by way of adopting macro and micro analysis, combining qualitative and quantitative and going deep step by step so as to seek optimal development strategies for Yongji Company.This paper utilized first the Statistic Method to conduct a qualitative analysis of the existing products of Yongji Company from two aspects of product categories and the market areas. The analysis indicated that the prospects of its products and market are promising. However, it also presented the disadvantages of a single species in key product and limited market. Second, the PEST method and Michael Porter’s Five Forces Model were adopted to analyze and assess the macro environment and competition in the same trade in which the Yongji Company’s products exist. The results showed that Yongji Company is able to achieve development opportunities by taking advantage of rapid economic development in China, significant attention to the railway and wind power industries paid by the state and progressive promotion on technologies. But it is still confronted with threats coming from increasing competition and enhanced ability to bargain between suppliers and purchasers. And thirdly, the Value Chain Model has been used to analyze in detail the internal environment of the company from different angles. The analysis illuminated that the material supply, financing, human resource and organizational structure of the company are well organized, and however, it is evident that the business operation efficiency of the company should be improved further.Based on the comprehensive analysis described above, the paper proposed to build SWOT model and put forward that the Differentiation Strategy should be used in the basic competitive policy and the core technology—based multi-field development strategy should be applied in the overall management of the company’s administrations. The article has determined the overall goal of future development of the company and followed with further analysis on the goal. The analysis explained that the process to realize the goal is actually the course to make the company more extensive, more powerful and more outstanding. And then, the paper brought forward the general idea and countermeasure to enlarge and strengthen the company, i.e. the idea of realizing the "Four transformations":transforming from manufacturing into integrated virtual enterprise; motor supplier into electric transmission supplier in different fields; technology importation into exportation and domestic into international enterprise. This is the result of considering systematically "what is the business of the company?"Finally, the article proposed that the company should focus on six measures to ensure the strategies:(1) to implement career planning of the employees with "achieving staff value" as the core and the incentive policy of distribution with "integrity-inspiration" as the core,(2) to establish the marketing system of "serving customer’s demand",(3) to set up an efficient R&D system for new products,(4) to realize the supply chain management of " progressing together",(5) to promote innovation in production flow with "accuracy and standardization", and (6) to cultivate cultural construction with characteristics. |
PDF Full Text Request