The Research On Competitive Strategy Of LED Photoelectric Business Of Guangdong Cemdeo Co. Ltd

LED lighting, which is energy saving and environmental protection, is the most promising green light source at present. With its large scale market, rapid growth and intense competition, LED lighting has been listed in China’s strategic emerging industry. Guangdong Cemdeo Co. Ltd is a professional manufacturer which engaged in the research and manufacture of power system equipment and engineering services earlier domestic. It has successfully produced a series of "CEMDEO" LED lighting products since it began to set foot in the LED photoelectric business in2010.By using the theories and tools of strategic management and competitive strategy, the thesis analyses the external macro-environment and competitive structure of the LED photoelectric business, and the main competitors it faces and internal resources it enjoys. Under the precondition that the external opportunities and threats, the internal strengths and weaknesses of the LED photoelectric business is effectively recognized, this thesis ascertains the SO, ST,WO,WT competitive strategies for it. Based on the above, according to the company’s strategic conception, the market positioning of LED photoelectric business and the basic theory of competitive strategy, this thesis suggests adopting the focus strategy as the main competitive strategy as well as choosing the cost leadership strategy. Through fast tracking acts, the focus strategy will aim at LED intelligent lighting and high-power driving power supply market, and develop in the public lighting and engineering lighting market. And focus on inputs for breaking through key technology of LED intelligent lighting system and high-power driving power supply. As well as, it will focus on technology innovation and industrialization, concentrate on industry standard making and patent protection, and be implementing intellectual property and technology standardization strategy.For the smooth implementation of competitive strategy of LED photoelectric business, the corporation should adapt to the development trend of knowledge and economy, improve professional management ability and enhance the corporation’s operating efficiency through playing a synergistic effect. Meanwhile, the company should be actively encountering the threats from the competitive strategy of LED photoelectric business to gain sustainable competitive advantage.