The Research On Competition Strategy Of Shenghua Industrial Co..Ltd In Liling

In the era of post-industrial society and post-financial crisis, the labor intensiveindustry such as ceramic industry in China faced with the grave situation. Especially,ceramic trade is the import light industrial product for export whose dominance isbased on cheap labor and low price. Medium-sized and small ceramic enterprises areunder great pressure to survive with the loss of the upper hand on energy cost of theup-climbing labor cost and rising prices of raw materials, the appreciation of the RMB,and international trade barriers.The paper takes Shenghua Industrial Co.,Ltd in Liling as an example, analyzingthe chances and threats from the external environment and the advantages anddisadvantages from internal environment that the enterprise lies in to make the propercompetitive strategy for Shenghua Industrial Co.,Ltd by the analyzing tools of SWOT,PEST and Michael Porter’s Five Forces Model.The paper is divided into five chapters. Chapter1of introduction brieflydescribes the research background, significance, purposes and methods; Chapter2analyses the external environment to find out the chances and threats of it by PEST,Michael Porter’s Industry Structure Analysis Theory and competitor analysis; Chapter3continues to deeply analyze its operation state and core competence to figure out thecompany’s advantages and disadvantages; Chapter4generates the competitivestrategies for Shenghua Industrial Co.,Ltd on condition of its visions and goals basedon the analysis result in Chapter2and3; and Chapter5mainly tables theimplementation methods and suggestions in effectively implementing the competitivestrategies specific to Shenghua Industrial Co.,Ltd.