Research On The Development Strategy Of Jinhua Small And Micro Manufacturing Enterprises Under Zhejiang Manufacturing Transformation And Upgrading

With the promotion of the "re-industrialization" strategy in the U.S.A and the start of "industry 4" strategy in Germany,a new round of industrial revolution with advanced manufacturing industry as its core competitiveness has come.In order to keep up with the development of advanced manufacturing industry in developed countries and realize the strategic goal of being manufacturing power,China's manufacturing industry should quickly find a new development path and complete the transformation and upgrading of the whole industry.Under this strategic opportunity,Zhejiang manufacturing should make good use of its own advantages,and move towards the development goal of advanced manufacturing industry.Zhejiang's small and micro manufacturing enterprises are the cornerstone of the development of the province's manufacturing industry.Whether these small and micro manufacturing enterprises can successfully transform and upgrade is directly related to the development and prosperity and decline of the whole regional industry.Enterprises need to think deeply,explore actively,formulate practical strategies that conform to the law of local industry development,solve the current prominent contradictions and difficulties,and finally realize sustainable developments.Based on the theory of enterprise development strategy,taking Jinhua A Plastic Co.,Ltd.as the research object,this paper systematically analyzes the strategic choice,implementation and guarantee of the company in the transformation period by using the methods of literature research and case analysis.This study indicates that enterprises should have a long-term development strategy awareness,make clear the development goals of each stage,and enhance the core competitiveness.Enterprises can formulate technological innovation strategy,management innovation strategy,business mode innovation strategy,“1 to N” new product development strategy,"specialized,precise,special and new" quality strategy,on-line and off-line marketing strategy,"government,business and institute" joint strategy to cope with the development demand of new trend.In order to ensure the smooth implementation of the above strategies,enterprises should plan and optimize the cost control,capital management,market development,HR management and corporate cultural construction.The first chapter of this thesis is the introduction,including the research background and significance,domestic and overseas research review,research content and methods,technical roadmap these four aspects.The second chapter is the basic theory,focusing on the theory of enterprise development strategy.The third chapter analyzes the development strategy of small and micro enterprises under the transformation and upgrading of Zhejiang manufacturing industry.This chapter discusses the background,direction and characteristics of this new trend,the overall influence of this trend in the industry and its impact on different enterprises,and the strategic development of Jinhua's small and micro manufacturing enterprises during the transformation and upgrading period.The fourth chapter is an analysis on a typical case,which introduces the operation situation of Jinhua A Plastic Co.,Ltd.over the past three years,the current strategies and shortcomings.By analyzing the company's external environment and internal environment,and using the SWOT model,it summarizes the company's strengths,weaknesses,opportunities and threats,and the four joint-strategies.On this basis,eight specific new strategies are extracted with implementation guarantees.The fifth chapter is the conclusion and the prospect,including the main conclusions,innovations and shortcomings,and expectations on the follow-up research.