Development Strategy Research Of Nanjing Mint Co., Ltd

The implementation of the strategic management is not only the basic guarantee for enterprises to keep sustaining competitive advantage in the complicated and changeful management environment, but also the effective way for resource distribution, coordination of management, and perfection of management system, so as to build the core competitiveness. With the acceleration of economic globalization, the establishment of market economy, and the rise of electronic currency, the monopolized market which the printing and minting enterprises live on will encounter a new challenge. To seize opportunity, rise to the challenge, and avoid risks so as to seek development in the animated competition, the strategic management is absolutely necessary. Taking the printing and minting enterprise—Nanjing Mint Corporation., LTD (hereinafter called Nanjing Mint for short) as the object of research, the paper makes use of strategic management theory, combine with the development status of Nanjing Mint, and raise the suggestions for the enterprise’s development and realization strategy on the basis of scientific research and analysis, which provides the scientific proof for management of the enterprise.This paper firstly make use of the strategy analysis tools to analyze the inner and outer circumstances of the enterprise. By PEST tool analyzing the macroscopical outer circumstances and Porter’s five forces model analyzing the up and down stream enterprises of the industry, this paper makes the evaluation for the inner resources and capability of the enterprise, and put forward the analysis result of the strategies research. On the basis of the above, the paper makes the use of the SWOT analysis to figure out the opportunities and threats the outer circumstances brings, recognize the advantages and disadvantages of the enterprise itself, and raise the strategy for positioning, goal, and function. Besides, the paper puts forward the specific suggestions for the implementation of strategies from the aspects of development and construction, research and development of science and technology, human resources, financial planning, enterprise management, information-based, and corporate culture etc.In accordance with the paper’s research, Nanjing Mint should adopt Growth strategy, insist on scientific principle on development, and give scope to its advantages to strengthen the main production, so as to further improve the construction of the experimental production bases for printing and minting mechanics manufacturing, circulating coins minting and secret printing; further create value; form advantageous production, meanwhile, by creation of technology and management, foster the key ability for future development, and finally realize the construction of a science and technology leading, management outstanding, and top-ranking enterprise in the world, so as to serve the central bank better. Hopefully, other enterprises in the printing and minting industry can take something for reference by the research of Nanjing Mint.