The Analysis Of Development Strategy Of Guangzhou WINALL In Digital Signage Industry

In China, Digital Signage Industry’s development process is not long, but it is a rapiddevelopment, and more and more manufacturers are joining the industry. By2011, thenumber of digital signage industry enterprises is increasing. The industry has entered thestage of industry consolidation. For digital signage applications, the current applicationsare from the advertising media application to extension of traditional industry, and theindustrial dimensions expands quickly and growth, which is showing the explosive growthof the industry. Guangzhou WINALL Electronic Technology limited company (WINALL)is one of the top three domestic enterprises in the digital signage industry in China, whichhas a strong influence in the industry. Through three and a half years high speeddevelopment, the WINNALL thinks more about the tactical level, but thinks less about theenterprise strategic, which is lack of a clear development strategy. In the face of the newsituation, the WINALL must identify a new strategic direction and tactics, and standsfirmly in the industry, finally becomes the industry leader.This article uses the literature method, interview method, system analysis method toanalysis the development strategy of WINALL. In structural arrangements, this paper firstmakes a theoretical summary, briefly introduces the related theories of enterprise strategy.Secondly, through the analysis of PEST and Potter model, from the external environmentto analyze company development opportunities; and then analyze the internal environment,focusing on analysis of the company’s products, human resources customers, to find outthe internal resources and external opportunities. Then, using the SWOT analysis method,the paper undertakes the strategy matching, determines the company using its ownresources and the opportunities for the development strategic choice.This article concludes that, to achieve the strategic goal of the largest company in theindustry, the WINNALL should adopt combining development strategy of cost leadershipstrategy and differentiation strategy. In order to realize the strategy, the WINNALL needs tofully implement the cost control strategy, product strategy, channel strategy, brand strategy, talentstrategy, and financial strategy. With enough funds, outstanding team to provide support, theWINNALL will build the core competition ability based on products, channels and the brand.