Study On Competitive Strategy Of TZ Software Co.,Ltd

Competition strategy is an important part of enterprise strategic management, which refers to the business enterprise development strategy formulated based the business characteristics of the company and the changing business environment. Competitive strategy theory mentions that whether the enterprise can establish and keep a sustainable competitive advantage, the key lies in whether the enterprise can make a competition strategy both can be consistent with their own resources and ability characteristics and can adapt to the changing environment, and can realize effective control of the implementation of the competitive strategy. Information security is of important strategic significance to the national security, with penetration and development of in formalization process in all kinds of industries, understanding of our relevant government departments on the importance and urgency of information security becomes more profound. TZ Software Co., Ltd was founded in June 29,2000, and is professional engaged in R & D and technical service in the document and data security products. Since its establishment, the company is trying its best to become information security industry experts in document and data security business. In 2012, TZ Software Co., Ltd restructured and became a joint-stock company; the new company further improves team cohesion, standardizes the management of the company and has entered a rapid development track. In April 22,2014, TZ software successfully listed on the national small and medium-sized enterprises shares transfer system, taking the first step to enter the capital market, the management of the company become more standardized. Gradually the company enhances the brand image, and gets new development opportunities.Under this context, in this paper the author also explores the competitive strategy selection and implementation of TZ Software Co., Ltd through analysis of strategy management theory and related literature review. Firstly, based on PEST analysis and Michael Porter five forces model, the author precedes a relatively comprehensive analysis of external environment of TZ Software Co., Ltd, and draws the following conclusions of the opportunity and threats the company faces. The opportunities TZ Software Co., Ltd facing are:national stable political environment; strong industry policy support; The economic development trends of the integration of in formalization and industrialization; Social consumption pattern upgrades brings market demand, supplier bargain ability is weaker, differentiation of industry subdivision, industry high barriers to entry, etc. Threats and challenges exist in external environment are:preferential tax policy,industry regulatory policy becomes strict, there is a certain degree of seasonal product sales, rising labor costs, over reliance on technical staff, strong customers bargaining ability.Secondly, in this paper, the author makes objective evaluation of TZ Software Co., Ltd’s resources and capabilities, and draws the following conclusions:, TZ Software Co., Ltd has the following advantages compared with other enterprises in the same industry: Staff age structure is reasonable, qualification is comprehensive and professional, technology is leading, research and development ability is strong, profitability is strong, solvency, and operation ability is strong. Disadvantages include:The organizational structure is not perfect, the marketing team is relatively weak, and the enterprise customer resources is relative concentration the business scale is relative small, operating and investment net cash flow is low. Then, using the QSPM matrix to make quantitative analysis of TZ Software Co., Ltd competition strategy and finds that the company should choose the competitive strategy of differentiation,and then the author put forward the realizing way of the competitive strategy, the ways are:first,the company should improve customer service process to achieve customer service differentiation,construct the product development process to realize technological innovation differentiation,innovate procurement and sales to realize business model differentiation. And on this basis, put forward the optimization methods of the company:the company should improve the organizational structure and the enterprise culture and strengthen the marketing ability, pay attention to technology innovation, improvement of human resource management and other measures to ensure the implementation of TZ Software Co., Ltd differentiation competitive strategy.In this paper,the author combines theoretical research with practical research using the strategic tools to explore the competition strategy of TZ Software Co., Ltd, and the conclusions draw from the study have an important positive role in improving competition ability of TZ Software Co., Ltd, above all,the conclusions can also promote and improve enterprise economic profitbility. At the same time, the conclusions of the study can also supply a reference for many other companies in the same industry to improve their competitive strategy.