Research On The Competitive Strategy Of A Company

With the gradual improvement of China’s market economy, the international competition is becoming more and more fierce. The competition between enterprises has changed from the competition of factors of production to the soft power competition, including the improvement of management level, the formulation of competitive strategy and so on. Strategic management is to use a variety of means analysis of internal and external environment of enterprises are facing, according to the actual situation of the enterprise, the enterprise development as the ultimate goal, determine the enterprise or business scope, the direction of growth, development strategy, competition strategy, to from a strategic height to rationally allocate and use of corporate resources.The four aspects of the use of PEST analysis on the development of a company’s political and legal environment, economic environment, social environment and technical environment analysis, we believe that a company in the lighting industry is faced with a better environment for the development of the society and bright prospects for the development of the industry and the sustainable development of a company have macro security.Using the "five force model" analysis method of a company in the industry competition, new entrants to the threat, customer bargaining power, suppliers bargaining ability, alternative products such as the threat of five aspects of industry competition environment analysis. We found that the competition in the industry, a company can only learn new technology, as far as possible, reduce the production cost, through a variety of ways to improve brand awareness, improve the quality of products and increase their competitiveness; faced with the threat of new entrants, may will bring great pressure to the development of a company; for the customer bargaining power has little effect on a company, only by the influence of the size of the market demand; bargaining power of suppliers has less impact on the company a; is an alternative to products and competitor products threat of a company is not the same. A company in the fierce competition in the industry, although there are certain advantages, but only to play itself and the enterprise core competitiveness of products, do a good job in the management of enterprise competition strategy, identify competition strategy, effective competition strategy combination to in market competition to maintain and expand the advantage.The analysis of the A development of the company’s internal environment, including tangible resources and geographical conditions, fixed assets and intangible assets including human resources, reputation resources and technology R & D resources; the advantages is adaptive flexible, cost-effective products, special sales channels and brand construction, emphasis on research and development ability; the disadvantages include lack of scientific labor cost the system of funds, large pressure, high management and restrictions on the use of electricity, create a corporate culture and lack of opportunities; national policy and legal environment, support economic development, promote new technologies, promote the social demand; the threat is the domestic and foreign high-end competitors, strong bargaining power of buyers the threat of new entrants, etc.. In facing the development of the company’s internal and external environment analysis foundation, the use of IFE matrix analysis method, a company compared with similar enterprises, the core competitiveness has a strong competitive advantage, is mainly reflected in two aspects:brand building research and development ability. After that, find out the strategic management of A company has a lack of scientific strategic positioning, strategic objectives is not clear, the lack of strategic assurance measures and other issues.On the basis of the analysis of the external environment and internal environment for the development of a company, using QSPM matrix to a company competition strategy analysis, found a differentiation strategy of attractiveness score the highest, so a company should give full play to all the advantages of its own internal resources, fully take advantage of every chance to external environment, implementing differentiation strategy, focus strategy, core competence strategy, cost leading strategy as the competition strategy of auxiliary.For the smooth implementation of the security strategy, a company should make the company issued a strategic consensus, build a sound corporate culture, organizational structure, from the competition strategy of management mechanism, control goal refinement of the implementation of the safeguards.