Research On Competitive Strategy Of TY Printing Company

TY printing company is production-oriented enterprises to provide ancillary packaging box for manufacturing enterprises, give full play to the advantages of management since the establishment of eight years, effective use of various resources made at a certain competitive advantage, because of changes in market conditions, customer migration lead to the loss of customers, sales plummeted, the lack of significant competitive advantage new customer development process, in the homogenization of competition, competitive strategy is not clear enough, so it is necessary to research on competitive strategy of TY company, make clear direction, in the future development of focusing objective, enhance the competitiveness of enterprises.In this paper, the use of PEST analysis, five forces model analysis of the external environment, through visits to packaging printing factory executives and printing and packaging clients, and the consolidation of TY company internal related data analysis, clear printing and packaging industry is still in the growth stage, but the growth trend will slow down, the industry is facing transformation and upgrading, enterprises are faced with new opportunities and the challenge, while customers and competition status of the industry to do the analysis, found that the current cooperation between industry is mainly based on simple supply products, the level of cooperation is generally not high, and then clear the meticulous service is an important means to gain the customer, in the competitor analysis focuses on the scale of direct competitors, operating conditions and the major customers, internal environment analysis, the TY hardware strength, financial situation, human resources, makes a deep analysis of the internal management, a professional service, sales personnel and large customer service as TY company’s internal strengths.Based on the analysis of internal and external environment of TY company SWOT analysis, a clear advantage, inferior position, opportunity, threat, analysis and evaluation of the strategy, the final choice of target concentration strategy for TY company’s competitive strategy, focusing on customer prepress service and single custom service, gain competitive advantage.