Study On The Development Strategy Of SDRY Technology Group

As an important labor-intensive and export-oriented higher degree of industry of China, The textile industry plays a decisive role in the settlement of labor employment, the increase in foreign exchange reserves and the development of related industries etc. But with the great changes of the surrounding environment occur, especially China after joining the WTO, international competition is becoming increasingly fierce, especially after the 2008 financial crisis, by the decline in external demand, monetary tightening, the lack of core competitiveness and brand influence, Chinese textile industry faces many difficulties, need to upgrade. In such a situation, our country’s textile industry needs to strengthen enterprise management under the background of globalization, establish its development strategy, transformation and upgrading, enhancing competitiveness. At the same time, many of the textile industry in national policies to encourage the exploration of "going out" the road, but the lack of own brand and marketing channels, the effect is not good.This paper selects Shandong Ruyi Science & Technology Group Co., Ltd as an example. Based on careful analysis of enterprise internal and external environment, this paper finds the opportunities and threats, advantages and disadvantages of the enterprise itself to recognize the enterprise development strategy, using SWOT analysis tools, the formulation of International vertical integration strategy suitable for the enterprise’s long-term development,:seize the State encourages the "going out" the big opportunity, develop domestic and two foreign market, the integration of the two resources, based on the existing control of resources on the upstream in the textile industry chain to acquisition of high-quality cotton, wool textile raw material resources, in the industrial chain in the middle reaches of manufacturing ability, cultivate independent brands in the industry chain downstream, or the acquisition of mature brand, establish marketing channel, enhance product value, make Multi-National Corporation influential textile industry the whole industry chain. And formulate implementation measures:to integrate global M & A resource, establish the global marketing system and establish the international strategic alliance. In order to guarantee the implementation of the development strategy, make safeguard measures:to build multidivisional organization, establish multinational enterprise culture, enhance the prevention and control of the investment risk ability and continue to enhance the scientific research ability.The main innovation of this paper is to focus on the internationalization of the textile industry by the full advantages of the industrial chain process of this enterprise, and strive to find Chinese enterprise’s long-term way of internationalization. At the same time, through the case study in this paper, Chinese enterprises, including private enterprises, have the ability of the international market in the allocation of resources. The government should create the good policy environment to help the enterprises to enter the international market development to create Multi-National Corporation from China.