The Research On The Development Strategy Of HB Gift Company

China is a state of ceremonies in tradition, and " Gift" plays an important role in the social life. The traditional consumption habit has supported a huge gift market in this ancient civilization. China s gift industry began in the80’s, developed in90years of reform and opening up late; In twenty-first Century, the gift industry has experienced unprecedented fierce competition, and at a time when the global financial crisis, the appreciation of the renminbi, rising costs and the shopping website of global gift enterprises, which have brought certain effect on the gift industry. In this situation, more and more gift enterprises can not adapt to the condition and go bankrupt. Gift enterprises how to seize the opportunities of national economic and social development "steady growth, expansion of domestic demand", and overcome the industry competitive threats, using its flexible and efficient organization structure, good human resources, finance and marketing, management and service capabilities, and obtain the competitive advantages through the development strategy, stepping into the sustainable development, which is not only the HB gift company problems to be solved, but also the issue of management gift enterprises of China.The research content of this paper has four main parts. The first part is the introduction, through the literature research method to study the development process of enterprise strategic management, and the main theory schools and common strategic analysis and selection tool; The second part, empirical analysis, the PEST model, and five forces model analysis tools were used to analyze HB gift company’s external environment from the macro environment, industry environment and competitors, and to analyze the HB gift company’s internal factors from the resources and capacity; Through the analysis, it can be found the external opportunities and threats, and its own advantages and disadvantages of the present stage of HB gift company’s development. The third part, combined with the anterior part’s internal and external development environment of the HB gift company, using SWOT matrix as the analysis tool to obtain the strategic choice of the most suitable for the development of the company; The fourth part, the specific measures of the strategic implementation was formulated, and the control principle and method for implementing the strategy of HB company was put forward..Through the research, it can be concluded that the implementation of centralized strategy is the only way to achieve the overall goal and complete the mission, finally realizing the HB gift company’s long-term sustainable development; The implementation of measures mainly include market development strategy, marketing innovation strategy, supplier management strategy, product development strategy and the company characteristics and brand strategy; The implementation of the strategy was ensured by the scientific and technological innovation, strengthening the internal management of the company and the team construction, and improving the organization structure and products.By studying the development strategy of HB gift company in this paper, it not only has practical significance for the company’s development, but also has promoting significance for the development of the gift enterprises, driving the whole development of the gift industry。...