The Strategy Research Of ZS Furniture Company

Chinese furniture industry has experienced a period of rapid expansion since the reform and opening policy in1970s. The total output of domestic furniture grows from2.9billion Yuan in1985to1010billion Yuan in2011, which is over348times in a short span of25years. Domestic furniture industry has become the world furniture manufacturing center and the largest furniture production and export country in the world. Furniture industry has also become the fourth largest industry after the food, clothing and household. It is not only an important part of the national economy, but also has a close relation with People’s life. China has more than sixty thousand furniture enterprises, in which no one enterprise’s market share run up to1%. Furniture industry technical content is relatively low, which is belonging to labor concentrated model industry. The degree of automation is relatively low in furniture industry. Generally, the furniture enterprise does not require substantial capital investment, so the size of the domestic furniture enterprises is mostly small and middle, some of which is the family workshops Enterprise. The small-sized and medium-sized enterprises succeeded by chance, courage, insight and imbalance of the seller’s market in the past twenty years, but now the furniture enterprises are facing many challenges and intense competition. Only the courage and the insight are not enough to succeed, which need strategic thinking. Most medium-sized and small furniture enterprises want to grow and develop in the fierce market competition environment, the furniture business owners and senior managers in enterprises should grasp the macro environment, industry environment and micro environment, and combined with their company’s conditions to draw up the enterprise development strategy. It will make the enterprise onto the road of sustainable development. The core competence of enterprises can create value and cut the cost, which is also special asset of company and it’s difficult to imitate and copy by competitors. So enterprises should cultivate and maintain their own core competence。This paper is divided into five chapters. The first chapter:introduction; the second chapter:review of theories, providing fundamental basis for the follow-up study; the third chapter:the strategic environmental analysis, studying the macroscopic environment, the industry environment and the microscopic environment of ZS company and providing the basis for ZS to formulate development strategy. The fourth chapter:The ZS strategic scheme, providing reference for ZS development. Chapter fifth:ZS implementation strategies based on core competence from the perspective of organizational design, resource allocation, staff motivation, corporate culture construction. The last chapter:conclusion and prospect.The author hopes that this thesis on the furniture industry research can provide reference for all furniture companies to understand their own environment and the competition, and hopes that ZS furniture enterprise strategy scheme can make ZS development to expand and enhance its competitiveness through the cultivation of core competitions.