Research On The Competitive Strategy Of Small And Micro Enterprises

Small and Micro enterprises as the basic cells of China economy,they all play the irreplaceable roles in many fields during social progress.However,recent years,Small and Micro enterprises' survival is getting more and more difficult influenced by domestic and international economy status,especially facing domestic macro-economy depressing.And also,many social resources all tend to cooperate with the powerful and large-scale enterprises,all these makes their growth limited.In the circumstance of overseas purchase orders greatly reduced and the cost of domestic human resources and financing sharp rising,the large-scale enterprises even are going through a hard time,the Small and Micro enterprises are much harder facing intense market competition.Recent years,the state released a series of policies,such as taxes reducing,credit support etc to support the small and micro businesses.However,it is the key factor of their own competitive to decide the company successful or not in the intense market competition.Small and Micro enterprises normally have more competitors and small scale of production.To survive and develop in the fierce market competition,Small and Micro enterprises must find out the development direction of the enterprise,and make the clear competitive strategy of the enterprise management.The article takes the company of YNW as the example,which was created in 2010,main businesses is in low-pressure metal casting and CNC machining for A1 alloy.The company is keeping steadily progress in recent years,but with the economic environment changing of oversea and domestic,and the emergence of more and more powerful competitors,the company must find the proper direction in strategy level,to make sure the enterprises can continue to exist and develop in the competition.The article applied the analysis tools of strategy management and the related theories,by reviewing the company's present management strategies,it's strength and weakness,the existing issues and growing bottle neck,analysis the probably competition strategies will be taken,finally determined the low cost and the differentiation competition strategy as YNW's strategy.First of all,we should strengthen the company's technology and low cost control ability,make sure the company will not be failed in the fierce market competition,to expand the company's technological innovation and development of its own products.And then,use the company's competitive advantage to attract more customers.Finally,the following steps need to be taken to make sure the above competition strategies implemented,they are to create proper enterprise culture,adjusting organization structure,cost controlling,human resource supply&incentive and other aspects.The article strives to help the company of YNW to meet market challenge with more active attitude,in the same time,bring some inspiration for other similar Small and Micro enterprises.