Study On The Strategic Development Of Jiuzhao Company

PV industry is on the rapid development stage in China,more and more enterprises are engaged in the industry,and the competition has been becoming more and more fiercely.As the important development strength in the industry,the development strategy making and formulation becomes the key factors for the enterprises development and successful.This thesis mainly studies the development strategy of Jiuzhao company based on SMEs of PV system integrators in China,by using the theory of strategic management,the enterprise environment analysis tools,etc.This thesis mainly divides into six parts.The first part is the introduction.It includes the research background and the purpose,the significance,the research approach and research content,and so on.The second part is the literature review.It's mainly about basic concepts,the enterprise strategy theory review and PV system industry development retrospect.The third part is the case description.At first,the background information of SMEs of PV systems integrators in China will be introduced.Then,it presents the general situation of Jiuzhao company,including the basic information,the current status,and the main existing problems that influence its development,such as small scale,weak strength,scattered development direction,lack of development strategy,big gap between RD and market,product lack core competency,etc.The fourth part is the case analysis,this part mainly analyze the internal and external environment and the development status of Jiuzhao company to find its strength,weakness,opportunities,threats,the combination of them as SWOT matrix,which is to form SO&WO&ST&WT strategy and tactics as the basis of the company's concrete development in the following part.The fifth part provides solution and suggestions for Jiuzhao company,which includes formulating the development strategy,adopting marketing commanding RD strategy,adopting differentiation focus strategy,adopting upstream and downstream value chain alliance strategy,adopting concentrated marketing tactic and strengthen relationship marketing tactics.The sixth part is conclusion and applications.Jiuzhao company formulates the developmentstrategy from corporate,busiess,functional and operational three levels combined with the strategies and tactics put forward.At the same time,it comes up with implications for other companies with similar background.That is,the enterprises should formulate the development strategy fit for their condition and goals,and make clear the relationship between R&D and marketing,focus on their own advantage and form core competency to make the development.