Research On Competitive Strategy Of DH LED Display Co.,LTD

LED is considered to be the most promising high technology in 21 st century.LED light source is gradually taking place of traditional lighting,it is widely used in inside and outside commercial lighting,Advertisement,sports venues and city light designs.It already bring a Green Lighting Revolution.The world attaches great importance to the LED development.Since 1998,Japan,US,EU and Korea had put forward their national LED development strategy.In year 2013,Chinese government started “National Semiconductor Lighting Project”,it accelerates the progress of LED industry development and spreading LED products applications,which greatly driving the LED industry improvement in recent years.DH Display Technology CO.,Ltd.(“DH”)is a manufacturer integrated with R&D,production,Sales and Service functions.DH mainly produce LED full-color display screen,and provide customized LED application solutions.With recent years economy slowdown and LED industry's overcapacity,more intense competition,DH is facing slowdown and more deep management issues gradually appeared.This article is written base on using DH company as example for enterprises competition strategy research,the writer did a lot of reading about strategy and completion strategy,using PEST analysis and Five Forces Analysis model for external environment analysis and reach out the conclusion of DH's outside opportunities and threats.In addition,through the overall analysis to DH's internal resources,capabilities and core competitiveness analysis(including Brand,whole industry chain layout,parents company strategic support),it concludes DH's existing strengths and weakness.Base on above internal and external competition environment analysis,using SWOT analysis,the writer describe different competition strategies for DH.And in order to fully leverage DH's strength,avoid weakness and regain the uptrend,it recommends a Differentiation Strategy combined with Cost Leading Strategy base on DH's company vision and aim.In order to ensure the smooth execution of DH's completion strategy,it set a series action plans,including production management strategy,technical and R&D strategy,quality control strategy,supply chain and sourcing strategy,etc.It also recommend the organization adjustment,process management improvement,optimization of HR function and build enterprise cultures assurance measurements.