Development Strategy Of Hx Co.,Ltd.

After more than30years of rapid development, China’s packaging industry,which emerged in the1980s, has gradually from a single low-end manufacturingto downstream customers with packaging products of the production, storage,transportation, service and brand positioning, marketing channels such as serviceindustry diversification. In2012, the size of China’s packaging industry reached1.3trillion yuan, accounting for about30%global market share. Faced with sucha strong momentum of the development of the industry, as one of the leadingenterprises of the packaging printing industry in the northeast China, HX Groupneeds to change its management pattern and the industrial structure, making gooduse of the new national policies and market environment. In addition, it will bethe core issue which HX Group has to face in the future to put the strategicmanagement concept into use.This paper sums up the theory of strategic management at home and abroadon the basis of research results. Firstly, the overall environment of the packagingindustry is analyzed especially in China, including the upstream equipmentsuppliers, raw material suppliers, the downstream consumer market as well as themain rivals which are visited and interviewed. Secondly, with the aid ofquestionnaires, field trips, and dialogues with senior managers of HX Group, acomprehensive image of the present status of HX group is drawn clearly. TheSWOT analysis is carried out to summarize the advantages and disadvantages ofthe enterprise itself, as well as the opportunities and threats for the developmentof this company in the future. Therefore, combined with the characteristics ofHX group’s own specific characteristics, the corporate mission and vision and thewhole strategic plan are designed properly. Finally, measures about the enterpriseculture, human resources, marketing, costs, research and development andfinance are provided to implement the strategy effectively and efficiently.