Tangshan Ronda Bone Porcelain Co., Ltd., Competitive Strategy Research

With the fierce competition, rising energy prices, industrial upgrading, ceramics enterprises have faced with severe industry environment and market competition. As the largest bone china manufacturing enterprise in Asia, Longda should seize the opportunity and establish a scientific competitive strategy. It not only decides the future development of Longda, but also makes significant influences on ceramics enterprises in China.This thesis divides into four parts.Firstly, from the macro perspective,this thesis analyses the current status,the economic and political environment of the ceramics industry.Secondly, based on the analysis of Potter’s "Five Forces Model" to realize the competition environment and opportunities Longda faces. And then, with the SWOT scientific method, the thesis combines internal conditions and external factors to make a comprehensive analysis of Longda enterprise. Based on that, the author discusses the competition strategy Longda choices. Finally, from five aspects including product design, channel design,the thesis puts forward some opinions and further prospects on the implementation of enterprise competition strategy. And hope that will provide some suggestions for other private bone china enterprises, while promoting China’s ceramic industry development.The author adopts the method of documents to fully understand ceramics industry background,economic environment and competitive environment. And then author go into Longda company to realize the general situation.The author has an in-depth interview with managers, staff and experts to realize the strategic choice.Finally,the author establishes a scientific competitive strategy which conforms to its own development.