A Study On The Development Strategy Of A Company

Reformed and opened, China witnesses the growing of gift industry, which has just been developing for a short time but has obtained outstanding achievements. Chinese gift industry, depending on a great number of consumers, cultivated domestic market, and also has become a force not to be ignored on international gift market through participating in international competition. With different characteristics and applications, there are business gifts, celebrative gifts and promotional gifts. With the detailed division of social labor, gifts of new classifications will emerge. Silk brocade pictures are a kind of upmarket traditional artwork, which can be used as business or ordinary gifts. With distinctive oriental characteristics, silk brocade pictures are deemed as "mysterious flower of oriental art". Because of ignoring strategy formulation and implementation and lacking SWOT analysis, A, which is engaged on the manufacturing of high-grade brocade gifts, is in a disadvantageous state in market competition.The paper, basing strategic management theories and taking A as the study object, elaborates domestic and foreign theoretic studies related to strategic management and introduces the development of and the problems A encountered. It analyzes external environments A is faced with in terms of macroeconomic environments and industry competition environments, and also analyzes A’s internal environments in following aspects: resource environment, inner management, corporate culture and core competitiveness. The paper, based on IFE/EFE SWOT analysis, brings forward the choice of A on development strategy, and sets forth control measures which ensures the successful implementation of corporate development strategy. At last, conclusions are drawn based on study. The paper, through combining theories with facts, aims at offering development strategy reference to A which is pressured by market competition and with uncertain development prospect, so as to provide beneficial recommendations for A and relevant companies.