Research On The Competitive Strategy Of ZiBo DDKJ Company

In recent years, China has promulgated a series of laws and regulations for environmental protection, and the requirement for environment protection has become increasingly high. As a high energy consuming and high emission industry, medium-sized ceramic enterprises such as Zibo DDKJ Co. Ltd. are under tremendous pressure. Increasing energy conservation efforts will inevitably lead to the rising of production costs, while labor costs are also go up, which will result in the rising of total costs. Thus, achieving energy conservation, developing high-tech products and finding the blue ocean among competitors has become the only way for enterprises such as Zibo DDKJ Co. Ltd. to realize development in future.By using PEST, Porter’s five forces model, SWOT and other analysis tools, this essay studied the external and internal environment and the resources of Zibo DDKJ Co. Ltd. Combined with the current situation of Zibo Ceramic Industry, the company’s strategic intent and market position, the paper selected appropriate strategy for the development of the company. And through the effective implementation, it will guide the company to further increase its fame and market share to achieve sustainable development, which also provides the basis for making countermeasures to increase the competitiveness of Zibo ceramic industry, as well as making a new supplement for the strategic research based on ceramics industry.This paper is divided into six parts. Firstly, it studied the literature on competitive strategies both at home and abroad and the previous researches made on competitive strategies of ceramics industry, generating in-depth knowledge of competitive strategy and finding the theoretical basis of the research; Secondly, the article collected a variety of materials of Zibo DDKJ Co. Ltd., including its history and strengths in all aspects. Besides, it had a profound understanding of the anti-static ceramics business of the company by field research; Thirdly, based on in-depth understanding of local consumers’ spending habits, the bargaining power of suppliers, the threat of new entrants and substitutes as well as the competition within the industry, this paper analyzed the company by Porter’s five forces model to understand the basis and overall trends of the ceramic industry; Finally, through the deep understanding of anti-static ceramics business of Zibo DDKJ Co., Ltd., together with the comprehensive analysis of the market environment, this paper conducted a new competitive strategy for the anti-static ceramics business of the company, which also included corresponding safeguards to help the company achieve rapid development.