Analysis On The Competition Strategy And Improvements Of Yijia Kitchen&Bath Company

In China,the overall cabinet industry began since the mid-90s of last century,now has formed a huge industrial system after 20 years development.The overall cabinet market is growing with an annual rate of more than 30%,and this situation will remain for a long time.With the stimulus of demand and high profit,more and more enterprises are investing in this area,but the Chinese cabinet industry has the problem of homogenization and excess capacity,so the companies are facing with unprecedented challenges.In recent years,the real estate industry continues development rapidly,fine decoration room is becoming the protagonist of the residential market gradually,which brings new opportunities for home building material industry including the overall cabinet industry.Facing the market structure that the product retail and share is changing,the major cabinet manufacturers have adjusted their marketing strategies,focusing on engineering channels,through developing engineering agents to expand the huge engineering market.so,cabinet engineering agents arise,and together with other hone building service providers to become the main force of hardcover residential market.Yijia kitchen&bath company is a cabinet engineering agency which established by adopting the industry trend.Our paper take Yijia kitchen&bath company as the case study object,introducing the basic situation and the problems it faced,using competitive strategy and analysis methods,find that the company is taking the low-cost competitive strategy now,analyzing the existing problems of this strategy,finding the improvement strategy,and finally points that goal-focused strategy should be taken,putting the advantage resources together,providing better quality and efficient services to key customers,to consolidate it competitive advantage.Through the case study of Yijia kitchen&bath company,we hope to provide ideas on how to establish competitive strategy for small and medium enterprises,and provide references for agents how to establish their own competitive advantage in fierce market competition.