The Research On Development Strategy Of Jinhai Steel Structure Co.,Ltd

As an important branch of the construction industry, steel structure industry has made a rapid development during the past30years. At present, steel structure industry in our country is at the best period of development in history that growing from a big manufacture country to a strong one. Steel structure has been getting the universal use and development in the major construction projects and landmark projects, which presents unprecedented scene of prosperity. Steel structure industry in our country is in the ascendant developing period, be called "sunrise industry", and has broad prospects for development. As a leader of Hunan steel structure industry, it is important for Hunan Jinhai Steel Structure Co. ltd to adopt effective strategies and maintain invincible in the fierce competitive environment.Hunan Jinhai Steel Structure Co. ltd is the study object of this paper. First, relevant literatures are reviewed. Second, in order to identify the company’s realistic basis, internal environment and external environment of the company are analyzed in detail. Third, the SWOT analysis of Hunan Jinhai steel structure Co. ltd is carried out based on its strategic goals, and we find its advantages outweigh disadvantages, opportunities outweigh threats. Then, using the "Matrix GSM strategic" to make choices of development strategy of the company, marketing development strategy, alliance strategy, differentiation strategy are proposed. Finally specific suggestions on strategy implementation are proposed, for example, foundational management, human resources, financial control and how to expand the financing channels, advanced enterprise culture. The paper provides the idea and framework for strategic management of Hunan Jinhai steel structure Co. ltd and empirical support on strategy theory research.