Research On HGTC's Competition Strategy Of Daily Ceramics Products

The production of Chinese ceramics for daily use has a long history.Zibo,one of China's five major ceramic producing areas,has made remarkable progress in the daily ceramic industry with many opportunities at home and abroad as well as the advantages of domestic cheap labor,lower-priced energy and raw materials in the past thirty years.HGTC Company founded in 1961 is a representative daily-use ceramics enterprise in the traditional ceramic industry in Zibo.HGTC Company achieves rapid development and becomes a leading enterprise in the daily ceramic industry since the reform and opening.However,a huge change has taken place in the internal and external environment of HGTC Company with the change of the international and domestic economic situation.HGTC Company's competitiveness and long-term development will be affected by the impact of international brands,the increasingly fierce competition of the domestic ceramic enterprises,but also the increasing production cost of daily-use ceramic,the lack of marketing capabilities,and the lack of an effective and reasonable competitive strategy and so on.Therefore,HGTC Company must pay attention to the strategic management of enterprises,identify suitable daily ceramic products competition strategy to enhance the sustainable competitiveness and achieve long-term and steady development.This article starts from the analysis of the internal and external environment of HGTC Company's daily-use ceramic products,and use External Factor Evaluation matrix and Internal Factor Evaluation matrix to get the key factors that affect the development of the enterprise.Then use QSPM(Quantitative Strategic Planning Matrix)analysis method to choose suitable competitive strategy for its development and put forward the corresponding competitive strategy implementation plans and safeguard measures to enhance its core competitiveness and to achieve long-term development.At the same time,it provides a new supplement for the research of competition strategy in the daily ceramic industry.It also provides feasible theoretical research and related analysis and advice for the daily-use ceramics enterprises on how to innovate and take a unique development path in Zibo under the background of the national supply-side structural reforms and the industrial upgrading.