Research On Competitive Strategy For J Ems Shanghai Company

J(Shanghai) company is a manufacture enterprise solely invested by foreign merchant with providing electronics manufacturing service. The company mainly produces electronics products such as credit card payment machine, game machine, LCD TV,network server, health care and life science. With global economy deeply declining,also the weak consumption, which caused J(Shanghai) company's business down; whilst the continual increasement of Chinese labor and material cost caused manufacturing cost increasement; also the development of science and technology, more and more enterprise engaged in electronics manufacturing service, which caused the increased competition of the electronics manufacturing service industry, the series of factors caused J(Shanghai)company's revenue down continually, and struggling to survive.Facing the current problems of company, the thesis applies the theory of Michael E.Porter's competitive strategy, and combines the internal and external environment actual situation of J(Shanghai) company to conduct in-depth analysis for the company, to develop and implement the competitive strategy of company,to improve the competitiveness of the company. The research thought is raising problem, analysing problem and solving problem.In the external macro-environment analysis, the paper applies PEST model to analyse the political, economic, social and technological environment that enterprise involved, and adds the geographic environment and demographic factors on the basis of PEST analysis. In theanalysis of industrial environment, it applies Porter's Five Force Model to analyse the influences of industry competitive force, they are present competitors, the threat of substitutes, the threat of new entrants, the bargaining power of suppliers and the bargaining power of buyers.In the analysis of the internal environment, the paper mainly focuses on the resources( tangible and intangible resource) and capabilities( product manufacturing and R&D capabilities) of the company. In the comprehensive analysis of the internal and external environment, the thesis applies SWOT tool to analyse the opportunities and threats of the company's external environment, and the strength and weakness of the company's internal environment, basing on SWOT matrix analysis and the theory of Michael E.Porter competitive strategy, develop the company's competitive strategy of low cost, and implement the competitive strategy by five kinds of measures with integrating business,optimizing operations management, proving one-stop service with design, manufacture and repair, purchasing with vertical model and introducing industrial robot. In order to better implement this competitive strategy, the company needs to conduct training for staff,improve the system of talents promotion, and introduce talents of research and development for implementing foundation.In this paper, the research result for J(Shanghai) company competition strategy, not only for J(Shanghai) has an important significance for the development of the future, but also for the competition strategy research in same industry has a certain reference.