Research On Competition Strategy Of Shenyang Mints

In the basis of analyzing the competition strategy theory,this thesis researches on the competition strategy of Shenyang mint enterprise,using the methods of PEST model,Five Forces model and SWOT model.And then it puts forward the suitable competition strategy and some suggestions of implementation,in order to make use of the chances and advantages as well as tap the potential,modify shortage and avoid risk.Firstly,through the application of the PEST analysis theory,it is devoted to a comprehensive environment including political,economic,society and technology,and then finds the key factors-economic and technology which will affect the future of the company.Secondly,using Five Forces Model theory,analyses the enterprise's development trend and competition situation in the coin-circulation industries,further determines the main opportunities of the increasing needs and the update of RMB,as well as ensures the main threats of the inflation and the international trend.Finally,it evaluates its internal resources to clear the advantages and disadvantages of the enterprise itself by researching the resources abilities such as enterprise organization,financial,human,material and technical resources.With SWOT analysis tools,combined with the internal and external environment,this thesis finds out the advantages and disadvantages,opportunities and threats,which the enterprise is facing.Based on the SWOT matrix,it mines the competition strategies including the market development strategy,the differentiation strategy,low-cost strategies and product launch strategy.Then,combined with the company's mission and vision,it compares four strategies and identifies the most suitable ones for enterprise's development,and determines for the centralization strategy.For the enterprise's internal problems,this thesis also puts forward some rational suggestions on the aspects of organization,human and technology for the implementation of the strategy.