Research On The B Group Chengdu Branch TFT-LCD Business Transformation Path

In recent years,as one of the supporting information industry,flat display technology has developed rapidly in our country,and the high generation production line and large size are its mainstream trends of progress.The main business of Chengdu branch of B group is the mobile phone business which is based on the low generation(4.5 generation)TFT-LCD production line.Compared with the high generation line,the glass substrate has smaller size,lower cutting efficiency and higher production cost,as a result,the market competition pressure increases gradually.Therefore,how to maintain profitability through strategic transformation is the top priority of Chengdu branch of B group based on existing resources and capabilities.Based on above reason,this thesis makes a systematic analysis of the strategic transformation of the company's business.Firstly,it sorts out the related research theories,defines the basic meaning of enterprise strategy and strategic transformation,and then introduces the analytical tools such as PEST,SWOT and five force models.Secondly,this thesis focuses on the current situation and basic conditions of the business transformation of B company's Chengdu branch,and thoroughly analyzes the necessity of transformation.The internal and external environment of strategic transformation is analyzed in detail by using PEST,SWOT and five force model analysis tools.Based on the analysis of the internal and external environment of the company,the SWOT analysis matrix is built,and the direction of strategic transformation is obtained.Finally,this thesis introduces the safeguard measures of the strategic transformation and focuses on the analysis of four aspects of the safeguard measures of business,innovation,talent,and risk.The solution of strategic transformation of TFT-LCD business of B group Chengdu branch,which is proposed in this paper,plays an important role in promoting the company's continuous profitability and will play a guiding role in the strategic transformation of other manufacturing enterprises in China.