Research On Development Strategy Of Dalian Sanyo Refrigeration Co., Ltd.

With the tendence of global economic integration, the competition in the market among enterprises is becoming increasingly fierce。Under the context of global competition, enterprises often choose total cost leadership and differentiation as their strategies in order to clearly define the position of their own products or services in the market, to surmount their competitors, and to maximize their market share。 Contradictorily, the strategy of total cost leadership often makes enterprises in vicious competition, continously decreases the profit their margins, while the strategy of differentiation needs to constantly increase their costs。The blue ocean strategy calls on enterprises to not only pay attention to the supply side but also pay more attention to the demand side, and calls on them to make a breakthrough from focusing on surmounting their competitors to creating value for the demand side。This study investigated the development strategy of Dalian Sanyo Refrigeration Company, Limited based on traditional management theories and the latest Blue Ocean Strategic theory。It analyzed the position of their products in the industry and their key competitors, and derived their strategic choices from such strategic analysis tools as PEST, Porter’s Five Forces Model, SWOT Matrix。Using the "Blue Ocean Strategy", it analyzed their brands, their research and development, marketing and service strategies by increasing, reducing, removing and creating methods, then the blue ocean strategy for enterprise was got。In addition, it proposed such strategy implementation methods as increasing their core competitiveness, improving their management, innovating their business model, and strategic safeguard measures for establishing an image recognition system, overcoming barriers to implementation, establishing a fair system。It is hoped that the implementation of this strategy will increase its product profits, enlarge its market shares, and provide a breakthrough in values for buyers at a lower cost so as to start and maintain the growth of its profits。By research on the development strategy of Dalian Sanyo Refrigeration Company, it is hoped that this study will shed some light on its strategy decision and on its long-term development planning。...