Research On The Development Strategy Of D Company Under The New Normal

Since the year 2014,the China's economy has come to a “new normal” state.The GDP growth rate has turned from high to medium-high;the driving force of the economic growth has transformed from factor and investment into innovation.Conventional heavy industry of smelting production and manufacturing is no longer adapt to the requirement of economic development under the new normal.Outstanding performance in the existence of high pollution,high energy consumption and excess manufacturing capacity and so many problems.So With this current macroeconomic situation,Conventional heavy industry of smelting production and manufacturing in production,management,environmental protection and other aspects are faced with severe situation.Not only bears the “pain” from its restructuring,while its living is crucially being at stake.Such enterprise itself needs to be objective,the correct analysis of deficiencies Enterprises,are in urgent needs to strengthen their abilities in technology and managing,as well as adjusting and investing in strategic positioning,energy conservation and environment protection,to meet with the demands of the new normal economy that posed on enterprises.The object of this study,company D,is a private enterprise in heavy industry focusing on the concentration and metal smelting,Seeking survival and development under the hard road under the new normal.The present study first made an introduction to the new normal economy,and the organizational structure,primary business,Industry status,management status of company D,and then enumerated some representative difficulties and problems that the company is facing.This paper then elaborated the situation of the company in the current metal smelting industry,and proposed SO?WO?ST and WT four strategy models based on the SWOT analysis.Finally,through strategic planning and development orientation,the strategic directions for the development for company D in the next stage was drawn,regarding to industrial scale,technical advancement,capital management,human resources,reforming and innovations,and cultural benefits,etc.