The Research On Developing Strategy Of Changshu Walsin Specialty Steel Co.,LTD

As the recover to positive growth of global economy, the majority economies maintain to grow slowly. Hit by the chain effect triggered by the deterioration of European debt crisis, the global economy has been under greater pressure. In face of such threats and challenges, China cannot wall itself off from the consequences, which severely attacked the stainless steel industry, especially, Changshu Walsin. In short, the Chinese enterprises have confronted challenging environment ever.Established in 1998, Changshu Walsin Specialty Steel Co.,Ltd. is subordinated to Taiwan Walsin Lihwa. Changshu Walsin has become a professional manufacturer of seamless stainless steel tubes&pipes, which are widely used in the industries of petroleum, chemistry, natural gas, power station equipment, shipbuilding, paper making, etc. The annual turnover of the company decreased from 1.6 billion to 1.2 billion CNY, with the profit dropped by 48 million CNY during last two years. Facing both opportunities and challenges, a deep development strategy research of Changshu Walsin has been done, based on which, a scientific, rational and operable, short and long term development strategy will be made that will definitely play an significant role in the company's sound and sustainable development in the future.The purpose of the thesis is to develop a strategy for company's development on the basis of the external and internal factor analysis, to promote the company's strength when facing global rival.A couple of analysis tools are employed for the research, such as SWOT analysis, Five-Factor-Model of Porter M E, PEST analysis, Competitive edge, Boston Matrix, etc. Based on Five-Factor-Model of Porter M E, combined with the analysis and study of the enterprise's internal and external environment, the external threatens and opportunities are found. A deep analysis is done on the company's present operation situation, both advantage and disadvantage of the basic strategic factors are summarized, including the company's resource and competence, internal management mechanism, product marketing, technological innovation and research, etc. An overall development and basic lean management strategy is established with the aid of modern enterprise strategy management.The paper proposes the development strategy oriented by high quality, high value-added research and development. Integrated with the current situation of the enterprise, these measures that support the development strategy involve stepping up efforts for product development and innovation, exploring the market, optimizing the enterprise's organization, strengthening team construction, promoting the enterprise's management and entrepreneurial culture, etc..