Research On Competitive Strategy Of ZBYJ Ceramic Company

With the continuous economic and social development of our country,the people's living standards have continued to rise,and the living conditions have been continuously improved.Decoration materials have also become residents' must-haves.Tiles as an important part of decorative materials,tile production has become an important branch of the decorative materials industry.ZBYJ Ceramics Co.,Ltd.is a small and medium-sized ceramics company in Zibo.The main products are architectural ceramic products.After more than 10 years of development,the company has a place in the local and even the national tile market with its high quality product quality and strong price competitiveness.In recent years,due to intensified market competition,homogenization among manufacturers,increase in domestic production costs,and weak international markets,the company's business growth has been sluggish.At the same time,the ceramic industry is facing policy-related production capacity in the context of transformation and upgrading of traditional industries.With regard to the issues of control,environmental protection standards enhancement and forced transformation and upgrading,the company is in urgent need of finding a breakthrough in business growth and company development.The paper focuses on ZBYJ Ceramics' basic competitive strategy research and is divided into seven chapters.First,the paper introduce the research background,theoretical basis,and research methods of the thesis,then analyze the company's external environment,including the macro environment,the ceramic industry environment,and the competitive environment,after that,analyze the company's internal resources and environment;then,the company's resources and internal environment In-depth combing and analysis to find out the company's core competitiveness and short board.Through the SWOT analysis method,a competition strategy based on differentiation was formulated,and a competition strategy implementation plan was proposed,which mainly included product differentiation,brand differentiation,sales differentiation,service differentiation,and overseas plant construction strategies.In order to ensure the effective implementation of the above-mentioned competitive strategy,suggestions have been made for improving the internal organizational structure and business model of the company.This article mainly uses Potter's five force model,PEST analysis method,SWOT analysis method,VRIO model and other research methods to make an empirical analysis of ZBYJ ceramic company's competitive environment and its internal competition conditions,using consumer survey questionnaires and Oral surveys conducted consumer preference surveys.