The Differentiation Strategy Of New Material Science And Technology Services In ZBKX Company

Science and technology service, a sunrise industry in the modern service industry, is one of the most important driving force for the economic construction and social development in China. Face to the increasingly fierce market competition in the science and technology service industry, the develop of ZBKX company is still rapid. But in recent years, a high degree of convergence of service product, service model and service means made ZBKX company lost its competitive advantages established in the early stage. How to grasp the external opportunities, give full play to its advantages, avoid threats and make up weaknesses, then to achieve business differentiating competition and establish the business competitive advantage, have become serious problems for company’s top managers to solved.Combined the differentiation competitive strategy theory and ZBKX company’s actual situation, this study mainly use strategic environment analysis theory such as PEST, five kinds of competitiveness, and SWOT analysis to discuss the external macro environment and competitive environment of the company, the resources and capacity within the company, and then sum up the opportunities and threats about the core competitiveness of the company. By using enterprise resource analysis, capacity analysis and core competence theory, we can identify the interior resources, ability and core competitiveness in cultivating customer network, technical service and innovation, integration of resources,dig out the advantages and disadvantages of the company. By using the SWOT analysis theory, we constructed the SWOT strategic analysis matrix, then established the diversified strategy of the new material technology service by accelerating the innovative development of small and medium sized enterprises, innovating service mode, diversifying product system and strengthening the brand building. In the process of making differentiation strategy, based on the actual situation, ZBKX company developed three feasible differentiation strategies of leading type, following type and conservative type, and proposed the optimal strategic solution combining the AHP method and the quantitative strategic planning matrix, defined the implement strategy steps of differentiation advantage by the three stages of introduction, growth, and mature. When the strategy implementing,ZBKX company should be strictly ensure the implementation and promotion strategies by several aspects as strategic security, organization construction, human resources and financial management.