Inner Mongolia Huangshi Furniture Company's Competitive Strategy Research

This study by huang's furniture company as a case, combining the relevant theories of strategic management, the methods of case analysis, qualitative analysis, and concrete analysis of the case company competitive strategy related issues. Research by using PEST analysis, porter five model and SWOT analysis of huang's company competitive strategy such as the external environment analysis, found that the current development of huang's company is facing a good political, economic, social, environmental, and has strong bargaining power and the low substitution threat favorable factors; At the same time, there is also a domestic customized furniture market competition is more intense, various aspects technology standards continue to raise, industry barriers to entry low adverse factors, make the company develop a lot of external challenges. At the same time the company in the internal resources are mainly products have strong market competitiveness, the company has advanced technology and equipment, has strong ability of marketing, has a perfect after-sale service system; At the same time, the company within the company brand awareness is not high, the overall operating ability is low, the emerging marketing channel construction lag, etc.In comprehensive huang's company based on the analysis of internal and external environment of competitive strategy, combined with specific factors such as the company's long-term vision, strategic objectives, competitive strategy and SWOT analysis matrix, this study proposed the huang's company's competitive strategy, namely to strengthen the company on the basis of the existing market position, to speed up the "huang's furniture is custom brand as the core of series product innovation, strengthen product development, design capabilities, to the market supply is rich with differentiation, personalized products. At the same time, the use of information technology, enhance the level of digital management, efforts to speed up new sales network expansion, efforts to promote brand awareness and influence, to do the custom home, do big, do strong, deepening the company "whole house designer" combined with the Internet and the development of the household integration strategy, continue to expand the company's market share both at home and abroad; At the same time, also from product differentiation, management of channel differentiation, differentiation and brand promotion differentiation four aspects has carried on the detailed in this paper. Finally, in order to ensure that huang's company differentiation competitive strategy implemented, the final of this study and the relevant guarantee measures are put forward.