Research On The Development Strategy Of Dongguan Jinwo Photoelectric Company

Jinwo company’s business is about the production and sale of resistive touchscreen, used in cell phones with touch function and tablet computer industry, whichbelongs to the consumer electronics and small enterprises, the company focuses onmobile phone business as the development direction, the main customers of jinwo arethe OEM mobile phone manufacturers of Shenzhen, after the financial crisis in2008,the whole domestic mobile phone industry is in bad condition, especially after the riseof intelligent mobile phone, mobile phone resistive touch screen orders for thecompany gradually are reduced, the marginal revenue is reduced gradually, in order toensure the healthy and sustainable development, the company needs to shrink to aresistive screen business development, and focus on the capacitive touch screensupporting direction.This article introduces the development history of the mobile phone industry inthe introduction stage and the rise and development of touch screen technologybecause of the need for third generation mobile phone function, in addition, introducesthe homebred mobile phone ‘s development status in the international competition,then in the company’s external environment analysis section from the geographicalenvironment, policy environment, economic environment, social culture environment,technology environment of Jinwo photoelectric company due to the remote location inthe supply chain coordination and management difficult, copycat mobile phoneindustry experienced domestic and foreign policy restrictions and resistive touchscreen technology is about to be eliminated, various unfavorable situation, using thealternative competition ability, the existing competitors products of Potter’s five forcesmodel of threat, the buyer bargaining power, the bargaining ability, the threat of entryof these five elements the touchscreen industry formed upstream suppliers bargainingability and new entrants to form the threat status as the core technology monopoly andenter a doorsill low, in the chapter analysis the company faced the threat andopportunity, ability, from the angle of the internal resources and capacity analysis,internal environment In the capacity of advantages and disadvantages, on the basis ofthe analysis above, Jinwo company’s corporate mission, strategic direction, strategicmeasures are analyzed, finally using SWOT analysis tool, the development strategy of the resistive touch screen business overall contraction instead focus on capacitivetouch screen glass cover business, and expounds the strategy implementation processin detail.