Research On The Optimization Of H Company's Competitive Strategy

H company is a manufacturing enterprise specializing in the production of ethylene vinyl acetate copolymer products.In 2005,H company's ethylene vinyl acetate copolymer products can occupy a leading market share and enjoy certain pricing power.However,since 2010,with the continuous production of the same type of production units in China and the increasing export of ethylene vinyl acetate copolymer products to China from abroad,the relationship between market supply and demand has changed significantly,while H company still uses the outdated competitive strategy,resulting in the continuous reduction of its profits and the decline of its competitive position.Therefore,under the changing market competition conditions,it is an urgent problem for managers to adjust their competitive strategies to adapt to the market and build a new cost leading advantage.This paper takes Michael Porter's total cost leading strategy theory as the theoretical basis of the whole paper,combining with industry life cycle theory,SWOT strategic combination matrix,life cycle combination matrix and other related theories,and launches around the core issue of H company's competitive strategy optimization.In the problem analysis stage,firstly,it points out the current competitive strategy of the enterprise,and analyzes the reasons for the failure of the competitive strategy by using a variety of analysis tools.In the stage of looking for countermeasures,through the joint application of SWOT strategic combination matrix and life cycle combination matrix,the competitive strategy optimization strategy suitable for H company is selected,the total cost leading strategy model in line with the development of H company is formulated,and the feasibility and effectiveness of the strategy are demonstrated.In the stage of strategy implementation,the implementation steps of each strategy of total cost leading strategy are determined,and then the relevant strategic guarantee measures are listed.In this paper,the optimization of H company's competitive strategy fully meets the needs of enterprise development.In addition,H company's implementation of the optimized total cost leading strategy has great reference significance for other companies in the industry.