Research On Development Strategy Of Hefei Z Kitchen Cabinet Co.,Ltd.

Since the reform and opening up,China has been enjoying a boom in its economy and urbanization,people's disposable income also increases.Under such a circumstance,the rapidly developing real estate industry as well as demographic dividend and rigid demand promotes the rapid development of Chinese household industry.At present,the household industry in our country has formed a certain industry scale.Most of the enterprises in the industry have realized automated or semi-automated manufacturing and the production technology is becoming more and more mature.As thus,Chinese household industry is playing a greater role in international market.Established in 1998 and located in Hefei,Z kitchen cabinet co.,Ltd now has already developed into a leader in the industry of Chinese kitchen cabinet and is also a famous manufacturing base of Chinese kitchen cabinet products.However,under the environment of increasingly fierce competition among kitchen cabinets,especially in the face of strong competitors like OPPEIN and GOLDENHOME,it seems to be particularly necessary to put forward a more scientific development strategy and Improve its influence in the industry.In this paper,first of all,a literature review of strategic management at home and abroad will be given.And on the basis of existing theoretical research as well as the background of rapid social and economic development,theoretical analysis of development strategies for kitchen cabinet enterprises will be made.At the same time,based on the analysis of the current situation of the domestic cabinet market and the related factors affecting the sales of kitchen cabinets,the scientific development strategy of Z Company is put forward.Then,a detailed comparison and analysis of some influential domestic brands will be given so as to have a relatively detailed analysis of Z company's market competitiveness.After that,consumers' preference on kitchen cabinets is investigated by way of a questionnaire survey conducted in Z consumers.On this basis,with reference to strengths,weaknesses,opportunities and threats in running Z cabinets and using the method of SWOT,alternatives of the strategy matrix and the strategic mixing of Z company will be provided.Bases on a series of literature and data analysis,the author analyzes what problems still exist in Z company's development strategy.In view of existing problems,influence factors of kitchen cabinet selling andconsumers' preferences,strategic optimization measures will be listed for Z company.The proposal of such measures on the basis of theoretical and practical analysis can further promote the development of Hefei,Z kitchen cabinet co.,Ltd.