| Nanjing Lonson company is a private enterprise mainly engaged in rubber tire manufacturing equipment and automation, since its inception to the present, Nanjing Lonson company has experienced the process from the venture, development to re-start, has achieved some recognition in the industry. But the bottleneck problem in the development of the company has begun to appear, Nanjing Lonson company is facing a series of strategic problems, such as what and how to development. Therefore, it is important to study on the Nanjing Lonson company’s development strategy.Based on the strategic management theory and the actual development of rubber machinery industry,do in-depth research of Nanjing Lonson company, the author gets a series of first hand data. At the same time, put theory into practice, take the development strategy of Nanjing Lonson company as the research key. The analysis of this paper is mainly as follows: firstly, introduces the current development of the evolution of strategic management theories and the strategic management of Chinese enterprises, which lays a theoretical foundation for the following research. Secondly, use PEST analysis, five forces model analysis, SWOT analysis method to analyze Nanjing Lonson company’s external environment and internal resources situation, identify advantages and disadvantages, opportunities and threats of the company at present, and put forward development strategy problems. Through above analysis, formulate the development strategy of the company should adopt. Finally, put forward concrete measures for implementation of the strategy and strategic control method.Through this research, to enhance the competitive advantage, realize the rapid development, Nanjing Lonson company should take the combining development strategy of the reverse strategy, specific strategy and product differentiation strategy. At the same time, from the enterprise talent training, technological innovation, organization construction, supply chain management, brand cultivation, informatization and the construction of enterprise culture and so on, build the core competitiveness of Nanjing Lonson company. In this study, we hope to provide some constructive suggestions to the development strategy of Nanjing Lonson company, and provide reference for other enterprises of China’s rubber machinery industry. |
