Competitive Strategy Research Of QDDV Company Based On Dynamic Capability

Under the background of economic globalization and Internet development,the competition between enterprises,especially the ODM manufacturers of household appliances,is becoming more and more intense.To achieve sustainable development,enterprises must adapt to the changes of environment and adjust their competitive strategies.Dynamic capability is the ability to integrate,construct and reorganize the internal and external resources of the enterprises to change the operational ability to adapt to the dynamic complex changing environment.It is the deepening of the research based on traditional resource theory and ability theory to have a study of the application of the dynamic capability theory in the enterprises under the dynamic environment and the research of enterprise competitive strategy based on dynamic capability.QDDV company is mainly engaged in TV ODM business at present.On the one hand,the market scale of TV ODM is so big that more than 200 million TV units are demanded within a year for global maket and more than 50 million units for domestic market.Meanwhile,the new opportunity is brought with the rise of domestic Internet TV brands such as Xiaomi and Baofeng.On the other hands,the stricter requirements are put forward in TV product,cost,delivery speed and customer service due to the new profit model of Internet TV brands and the strategic transformation of the traditional TV brands,that leads to more and more intense competition pattern.As the representative of small and medium-sized enterprises in TV ODM industry,QDDV has a certain gap with the industry leaders in the aspects of scale economy,strategic resources and core competitiveness.All that we can do is to set the suitable competitive strategy in the increasingly complex dynamic environment to meet the gap.Based on the theory of competitive strategy and dynamic capability(DCT),this paper analyzes the macro external environment,the economic characteristics of TV industry and the competitive environment of TV ODM industry by means of PEST analysis,five-forces model,internal and external factors evaluation(IFE/EFE)matrix and other tools.This paper defines the opportunies and threats faced by the company and makes external factors(EFE)comprehensive evaluation.At the same time,this paper first analyzes the resources of QDDV company,including the tangible and intangible resources,and then analyzes the ability of QDDV company,including the production capacity,marketing ability,financial ability and organizational ability.Through the analysis of the resources and capabilities,this paper clarifies the strengths and weaknesses of QDDV and makes internal factors(IFE)comprehensive evaluation.And then,the alternative competive strategies will be compared to formulate the suitable competive strategy based on DCT.That's,we will change the original cost leading strategy to the speed-focus leading strategy.Meanwhile,QDDV will make full use of the advantages in dynamic capability to achieve the immediate development and delivery and maintain the quality advantage,cost advantage and flexible advantage of subdivision market.Finally,this paper puts forward the measures of continuous innovation from the four dimensions of dynamic capability.We will further enhance our dynamic capability based on intelligent manufacturing capability and B2B innovation organization model to guarantee the speed-focus leading strategy implementation.Meanwhile,the specific guarantee measures will be put forward in organization and human resource planning,performance management,incentive mechanism,business process optimization and information management to ensure the effective implementation of the competitive strategy.It will also provide a useful reference for some other small and medium-sized ODM enterprises to optimize their own competitive strategies.