The Analysis Of Shanghai Originer Design&Consulting Company’s Development Strategy

This thesis analyzed the importance of strategy for a designing companyfirst， and then analyzed the macro circumstances (i.e. political， economic，social and technical circumstances) and competitive circumstances (i.e. thethreat of new entrants， bargaining power of buyers， threat of substitutes，bargaining power of suppliers， and competitive rivalry). After a detailSWOT analysis， a conclusion is made that a designing company likeOriginer should take a “differentiation focus” strategy.After deciding the strategy orientation， this thesis also discussed howto carry out the strategy including customer relationship， human resourcemanagement， brand image and corporation culture.