A Research On Development Strategy Of Changsha Jintang Decoration Company

The Changsha Jintang Decoration Company (hereafter refers to as Jintang Decorationcompany) has gradually become a professional medium level company in recent10years.Meanwhile, the competition in a decorating industry is more and more fierce. Under thismarket background, as a market follower, Jintang Decoration Company has to analyze themarket condition and make a customized competition plan to adapt to the current marketenvironment.Based on the analysis on the environment of the Jintang Decoration Company andconsumers’ psychological demand, this thesis applies the Porter’s competition model, SWOTanalysis and other theoretical methods to make a systematic strategic development planaccording to its current condition. The strategic plans are expected to help the JintangDecoration Company to gain the competitive advantages in the decorating market. The thesisis divided into four parts. The first part provides the background, the related theory andliteratures, and analyzes the theoretical and realistic value of the Jintang Decoration Company.The second part conducts an analysis on the environment of the Jintang Decoration Company,and based on the environment analysis, the external opportunities, external threats, internaladvantages and internal weaks are execrated through SWOT analysis. On the basis of theSWOT analysis, the strategic development choices are provied for the Jintang DecorationCompany. The third part put forward the cost leading strategy, brand strategy, quality andservice strategy and alliance strategy under the framework of the overall strategy. Finally, theimplementation procedures and the guarantee instructions are designed for the strategydevelopment of the Jintang Decoration Company.Through a depth analysis for the development strategy factors of the Jintang DecorationCompany, this paper provides the customized strategy for the company, and is expected tooffer some useful experiences for the development of Jintang Decoration Company and othersimilar decorating companies.