Research On Development Strategy Of Shenyang XHY Ceramics Co., Ltd.

Since China's reform and opening-up,the ceramic industry in China has been continuously improved in terms of its technical and management ability alongside with its rapid growth and good achievements in the international and domestic markets.However,as China's overall economy stepped into a structural slowdown stage,GDP growth was slowed down from high speed to medium-high speed and the transformation and upgrade of Chinese economic structure was really huge.Under the situation of increasing pressure of economic downturn,marginal diminishing of monetary policy effect,increasing restrictions of resources and environment,and the rising factor cost,industry overcapacity and "three high" type of pollution had an unprecedented impact on the ceramic production industry,which caused great changes in the structure of the domestic ceramic industry.The Great Northeast Ceramic City in Faku,Liaoning,where Shenyang XHY Ceramics Co.,Ltd is located,has various brands and enterprises with rapid development and fierce competition.How to obtain a competitive advantage for Shenyang XHY Ceramics Co.,Ltd in the process of industry transformation and upgrade,needs XHY ceramic company to regard development strategy as direction and regard strategic guarantee measures as a guide to action.The first section of this paper introduced the research background,research significance,research methods,content and structure of the paper,as well as the current status of domestic and international research on this subject.The second section summarized the theoretical basis,specifically including the definition of enterprise strategic management,the theory summary of enterprise competition strategy,PEST model,Porter's five forces model and SWOT model.The third section took the specific enterprise XHY Ceramics Co.,Ltd.as an case study,using the methods of questionnaire,field survey,interview as well as reviewing the existing research reports from relevant departments,analyzed the internal and external environment from the perspective of development of XHY Ceramics Co.,Ltd.at the present stage.The fourth section formed the SWOT matrix primarily according to the analysis from the third section,and proposed the design of strategic scheme for XHY Ceramics Co.,Ltd.The fifth sectionput forward the corresponding implementation measures and strategic guarantee measures for the development strategy of XHY Ceramics Co.,Ltd.Through the research on the strategic development of XHY Ceramics Co.Ltd,this paper can help Shenyang XHY Ceramics Co.,Ltd.clarify strategic goals and tasks,and the paper can also be very valuable in practice for the enterprises to step into the healthy road of sustainable development.This research is also useful and practical for other ceramic enterprises in the state of strategic development and strategic transformation.