Research On The Development Strategy Of Dongyang Redwood Furniture Industrial Cluster

Industrial cluster refers to the agglomeration of the upstream,downstream and peripheral enterprises associated with the production,sale or service of a certain kind of products in a region.The cooperation among the enterprises in the part of the agglomeration is relatively close.The industrial cluster may be formed by the natural development of the region for many years,or by the unified planning of the government or the Industry association.With the highly development of market economy and the fierce competition of various industries,we must cooperate with each other in order to achieve the promotion of self-competitiveness.Industrial clusters can greatly improve the competitiveness of enterprises in the industry,and the trend of each industry cluster is becoming more and more obvious.Dongyang City has been engaged in mahogany furniture manufacturing since the early 1970 s,and has a history of more than 30 years.With the development and penetration of mahogany furniture in Dongyang City,Dongyang today has become a synonym for mahogany furniture,forming a modern industrial cluster with a very large scale.The sales network of mahogany furniture in Dongyang has spread all over the country.Even part of the export abroad.In the domestic mahogany furniture industry,Dongyang mahogany furniture has been a very successful industrial cluster,which has become a unique competitive advantage.In this paper,we will make a more perfect presentation of the course of development,Current situation and future prediction of Dongyang City,through visiting a large number of local enterprises,collecting and analyzing the relevant data of enterprise management.In the process,we will combine relevant theories,at both macro and micro levels.Based on the combination of internal and external environment analysis,this paper makes a detailed research and analysis on the mahogany furniture industry cluster in Nanma Town,Dongyang City.It is still in the primary stage of industrial cluster to analyze its main problems at present,but it has the basic conditions for the development of industrial cluster.Based on the analysis framework of PEST and SWOT,the strategy of realizing local industrial cluster is putting forward objectives and strategic direction.Finally,in order to achieve this strategic goal,the main measure is to establish garden mahogany furniture city,the other is to implement brand competition strategy,and to promote the overall market scale by creating industrial cluster and Dongyang Nanma regional cluster brand.In addition,from three aspects,including the government,enterprises and social organizations,respectively,the transformation and concrete measures needed in order to realize the industrial cluster are discussed,so as to guarantee the realization of the strategic objectives.