A Case Study On Management Of Dalian Hongrui

After the reform and opening up, the rapid development of the electronic industry in our country, has made considerable progress. At the same time, more intense competition in the industry, market demand growth is slowing, resulting in increased competition, the small and medium-sized enterprise especially small electronic enterprises will be faced with product development pressure, financial pressure, marketing pressure and other practical problems in marketing. In the condition, some enterprises exposed level low economic efficiency, the capital operation ability, management level is not in place, the lack of core competitiveness, the failure of marketing strategy and some other weaknesses. It is difficult for them to compete with other enterprises. Such enterprises are either struggling to survive in the cracks in the market, or going bankrupt. So, how to enable enterprises to seek a new development strategy, by using the method of reasonable steps, the enterprise can grow healthy and smooth transition, becomes the current important topic.Dalian Hongrui Co., Ltd. is a research and development company with more than 10 years of experience, being in trouble of the failure of marketing strategy these years. This article has made a systematic study on this company, established a clear development strategy, and will help the company to get rid of the dilemma, improve the company’s core competitiveness. It has guiding significance for the company to servile and develops in a competitive market in the future. During the analysis, this article analyses the background of this company, market changes and the main competitors of the external environment, and points out that the enterprises are facing the external opportunities and threats. After the internal analysis on enterprise development course, the present situation and internal strengths, weaknesses, this article used SWOT method, set developed strategic goal, and proposed the scheme of changing the sales strategy from product oriented to market oriented, enhance the core competitiveness of enterprises, and achieve sustainable development.