Research Of Virtual Operation Strategy In YM Landscape Architecture Co. Ltd

Landscaping is globally recognized as "green productive force", in recent years, this industry shows a remarkable growth. However, its unbalanced development existed. Medium sized and small enterprises of this industry are limited by their own conditions and the problems rose during their developments. Virtual operation was brought out during the process of globalization of multinational corporation in 1980’s. Through constructing "virtual company", the multinational corporations processed non-property cooperation, obtained supports from external sources, achieved breakthroughs in the research on electronic products and keeps the advantages. Virtual operation is deemed to be an effective business strategy to break through the restrictions of the enterprise, and to enable "operating with the help of external strength". The kernel of virtual operation is trying to taking advantage of external sources. It avoids the internal resource restrictions and maximizes the economic benefits of the enterprise.This article takes YM Landscape Architecture Co. Ltd as an example. For the first time, the conception and pattern of virtual operation are introduced to the business management of the small landscaping enterprise. Research methods in this article include literature survey, field interviews, comparison studies, case analysis. They are used to analyses the external conditions and internal motivation, based on which, virtual operation well applies to YM Landscape Architecture Co. Ltd. This article summarizes the theory of virtual operations, provides a definition of virtual operations, and notes that it’s core competence as a precondition, resource integration requirements, value chain analysis as well as the hierarchical, directional characteristics of resources. It also proposed the resources advantages, cost advantages, cooperation and win-win advantage of virtual business, and it enumerates commonly applicable virtual business pattern.The analysis of the macro environment and industry environment parses out the plight of small and medium landscaping enterprises, derives the external motivations and conditions for YM to conduct the virtual operation, and prospects the great opportunities to the growth of small and medium enterprises, which are brought by China’s macro environment and the rapid development of landscaping industry. Virtual business can help small and medium landscaping enterprises seize opportunities, break through resource constraints and geographical barriers, and expand external markets. The selection of appropriate pattern and content of the virtual operation is significant for the small and medium landscaping enterprises to benefit from the innovations in management, resource management and the foundation of dynamic alliance. This would play a role in the integration of internal and external resources for the small and medium landscaping enterprises and promote their development.According to an internal analysis on YM Garden, its ability to run organization, its business structure, business goals, analyzing the internal conditions for the strategy. According to the value chain analysis and its business activities obtained, creating a mode for YM company virtual operation which is related to the value creation in the business process value chain. And the current situation and problems of YM Garden in various activities are discussed, in order to analyze the problems YM Garden is confronting, which could be solved with virtual operation.Finally, the kernel mode and follower mode in the virtual operation of YM Garden are designed. The operation mode and procedures to analyze and design the virtual operation for YM Garden are proposed.It is expected that this research could provide YM Garden a reference for its further development in the future, and introduce the concept of utilization of external resources, which comes from virtual operation, to YM Garden’s operating process. This will help to establish and maintain its unique competitive advantage and to achieve the enterprise’s new undertaking. Meanwhile, since China is on the way to a new normal economic development, it is expected this article would give some hints to those small and medium landscaping enterprises which are in times of difficulties, help them expand business scale, standardize management, narrow the gap between them and giant enterprises in this field, and achieve healthy development of enterprises.