The Study On Competitive Strategy Of Personal Protective Equipment Of YD Corporation

With the rapid development of China’s industrial economy,China’s personal protective equipment industry has entered a stage of rapid development.At present,China is not only the fastest growing market of global personal protective equipment,but also one of the most important suppliers of global personal protective equipment.More and more enterprises are participating in the personal protective equipment industry,while export-oriented Chinese export-oriented enterprises are facing multiple competitive pressures in the international competition.Europe and the United States and other developed countries started early,industry development is relatively mature,the enterprise comprehensive strength is strong,in the field of personal protective equipment is preliminary already constitute a complete production line to the market area of the global industry chain layout,and personal protective equipment in our country,especially in export-oriented enterprises,regardless of their size,competitiveness,manufacturing technology level and there is a big gap between the leading enterprise in the world.Article based on the above industry market,such as background,the use of strategic theory,value chain theory,theory of blue ocean strategy idea and five model,and SWOT analysis model,with YD company as the research object,the company is a typical enterprise integrating industry and trade,mainly engaged in personal protective equipment manufacturing and exporting,at the same time has an independent department of trade for the self-made personal protective equipment and hardware tools and other products of export trade business.This paper finds out the opportunities and threats faced by enterprises from the analysis of macro environment and industry development environment.Analyze and summarize the advantages and disadvantages of the enterprise from the internal environment.At the same time,theproduct types and regional market of personal protective equipment of YD were subdivided and the target was selected,and the enterprise mission and strategic target of YD were established.Based on the above analysis and conclusion,this paper analyzes the feasibility of the selection of competitive strategy for personal protective equipment of YD from three directions: scale strategy,differentiation strategy and concentration strategy,and establishes the competitive strategy of concentrated differentiation of YD based on the analysis results.And puts forward the strategy implementation measures and the strategy safeguard measures for this competition strategy.Finally in this paper,the analysis of the results for individual protective equipment in the industry of small and medium-sized enterprise puts forward some Suggestions: niche in the industry to find suitable for their own development the core advantage of products,the introduction of blue ocean strategy thoughts,the value of the product innovation,to evade homogeneity competition,at the same time in the differentiation competitive strategy,pay attention to the innovation investment and the cost control of enterprise,enhance the enterprise market competitiveness.According to the industry development integration trend,find complementary alliances in the industry,improve the enterprise service value and integration solution ability.Finally,as export-oriented enterprises should pay attention to the impact of exchange rate on the profitability of enterprises.