The Development Strategy Of Han Yu Co., Ltd

With the rapid economic development nowadays, the jewelry industry can not only export luxuries and consumer goods, but also act as financial stabilizer for hedging In the recent10years, jewelry industry maintained above the growth rate of10%each year,and the gross domestic jewelry consumption of2013had reached the new altitude of470billion Yuan.Though the current status of China’s jewelry industry has broad market prospects, it is still belongs to labor-intensive industries with strong manufacturing capacity, weak original design capacity and high product homogeneity. It has numerous jewelry brands but weak brand awareness and marketing capabilities. In this context, Mia&joceyleen,Royal-crafts,Chi Fu which are three affiliates of Han Yu Jewelry Ltd, take the leading position in their respective areas conducted a target market segments. However, due to the market share and the company’s development constraints, they do not have much market appeal. How can they stand firmly in the field of100,000jewelry business and open up marketing channels of their products?This thesis made statements on external environment of the company and the three brands’detailed analysis of their specific circumstances with analytical tools of management, like GPEST, Michael Porter’s Five Forces Model, SWOT Matrix for Situational Analysis etc. in order to propose development strategy of diversification. To implement this strategy to this thesis proposed organizational structure optimization, strengthening of human resources management and corporate culture construction, building a new marketing system, improving brand building and other measures.The introduction described the background of this thesis, meaning, purpose, method and so on.The second part introduced the theory of strategic management.The third part elaborated Han Yu Jewelry Ltd external opportunities and challenges facing the jewelry company through the analysis of all kinds of macro factors and industry environmentThe fourth part started with company’s internal work and gave a detailed analysis of the resources and capabilities for purpose of downsizing, increasing productivity.The fifth part tried to finding out the developing strategy suiting this enterprise through analyzing the opportunities and challenges of Han Yu Jewelry Ltd.with the SWOT matrix. The sixth part put forward three suggestions to ensure the implementation of company strategy:Organizational structure optimization; Optimizing management of human resources and strengthening the building of enterprise culture; Building a new marketing system and strengthening brand construction.