The Research On Developingstrategy Of SKZ Company

With the development of China auto industry, the growth of the car production and sales is rapidly from 1,19 Mio cars in 2001, 10 Mio cars in 2009, 13,9Mio cars in 2010 to 22 Mio cars in 2013 which become the No.1 in global automotive industry.In recent years, the merger and reorganization of China’s automobile industry has made great progress. Geely’s acquisition of Volvo Car Corp are impressive, Guangzhou Automobile Group restructuring through mergers and acquisitions the Changfeng automobile, Zhejiang Gonow, Dongfeng auto has clouded leopard, the reorganization of Guangzhou Yueda KIA, Wuhan Wantong. Through the merger and reorganization of enterprises, automobile industry scale of production and sale of integral lifting of large enterprise groups. Relevant data shows, 2005-2010 year, China’s top 10 automobile production enterprises and sales accounted for the proportion of total car sales increased from 83.7% to 86.3%, and the top 4 enterprises accounted for the proportion of sales of total sales increased from 56.6% to 62.1%.Meanwhile the national policy also encouraged in merger and reorganization of automobile industry. In "125Plan", national automobile, iron and steel, will to cement and machinery manufacturing and other eight industries as the focus, to promote enterprises powerful alliances, cross regional merger and reorganization, the overseas merger and investment cooperation. Among them, the car industry was put on the industry merger and reorganization of the first. Through the implementation of M & A, continuous introduction, digestion and absorption of advanced technology, production of the world’s top enterprise technology and management experience, can make the base for our country automobile industry gradually expanded, the domestic suppliers, logistics and customer service etc will also enrich and perfect.With the development of China’s automotive industry and mature, automobile accessory market competition unceasingly intensifies, more specialized, automobile manufacturing enterprise of related manufacturers of quality, cost, delivery, service requirements are also put forward higher requirements and expectations.Compared with the long history of foreign enterprises and domestic large enterprises, while small and medium-sized enterprise development has great potential, they are also the future of economic activities of the force, but due to the small and medium-sized enterprise to set up a short time, all kinds of resources are not sufficient, in development will meet this or that problem, but also for the industry has no global view, not to formulate development strategy fit the enterprises themselves according to their own actual situation, however, decided the development strategy of development and survival of enterprises or enterprises in future, that is where to go and how to get there.This paper takes SKZ Company as an example, application to enterprise’s internal and external environment tool of PEST model, five forces model and the internal and external factor evaluation matrix and other necessary analysis, to find out the key factors affecting the development of enterprises. Then use the SWOT matrix to analyze the enterprises facing the opportunities, threats, strengths and weaknesses, so as to help enterprises make clear the development direction in the future.Combined with the corporate vision and mission, proposed expansion of production capacity, enhance the independent research and development and product development advantages to realize the strategic thinking of the development of product differentiation.At the same time, the company began working for IPO. More importantly, this study from the real case of the enterprise embarks, has certain technological innovation capability of reality but because the capital bottleneck in the release of production capacity and development limited, wool interest rate is unable to promote small and medium enterprises in the strategic plan establishment and execution of its practical significance, at the same time, so according to the company is actually facing the question carries on the discussion and the research, will help the small and mediumsized enterprises for the development of the industry and their understanding and improve, through data analysis and combined with the related theory as guidance to solve the development of SMEs in difficulties, with a combination of theoretical and practical significance.