The Research On Competitive Strategy Of D Printing And Packaging Company

In 2014 Chinese economy has entered into a new normal.The government's focus has shifted from guaranteed growth to upgrading of industrial structure.Therefore,the slowdown economic development will inevitably lead to slow down the decline in demand,and then transfer to all other industies.The printing and packaging industry also can't be avoided.In 2015 printing and packaging industry growth rate fell 1.7% to 3.6%,and refreshed the new low record of this data.The total orders shrink,resulting the intense competition situation which may deteriorate further.The external environment of the industry continuing to deteriorating,with rising labor costs,rising raw material prices and other internal factors,printing and packaging enterprises are in trouble.By hard work and a number of internal changes,tapping the management potential,D company effectively gain some competitive advantages.However,with the change of the external environment,the advantages of the equipment are gone,the company is passively involved into the quagmire of price competition.The orders are stagnant,and the profit is greatly reduced.Some of the loyal customers lost,D company is facing complicated challenge situation.The company needs to analyze the existing business strategy and the resources to establish a clear competitive strategy which can be guided the market.This paper uses PEST analysis and five forces analysis model to analyze the external environment and industry environment of D company,and analyzes the resources and capabilities of the company.In this paper,we useSWOT analysis to summarize the advantages,disadvantages,opportunities and threats of the company.In this paper,QSPM analysis method is used to analyze the competitive strategy.Finally,the centralization strategy which is in accordance with the characteristics of the company is chosen.In order to ensure the implementation of the strategy,The company has formulated the strategic implementation plan,and has carried on the arrangement to each main support department at different stages.The paper puts forward that the implementation of the centralization strategy needs to reshape some business ideas,including the three following points: 1.Focus on excellent customers,2.the transformation from the manufacturing thinking to the "manufacturing and service" thinking 3.Packaging integration model.the paper also puts forward a series of security measures: adjust organizational structure,recruit talents,set up project team,establish performance appraisal system,optimize the customer structure,Establish fine management,strengthen technological innovation and equipment innovation,establish security system,establish a variety of channels to obtain competitive information,and so on.