The Study On Promotion Strategy Of Y Printing Company's Competitiveness

If enterprises want to gain sustained competitive advantage when facing fierce competition from the market,they must cultivate core competitiveness.Competition is very fierce in packaging and printing industry.The industry faces many problems,such as overcapacity,product similarity,and low industry management level.Its core competitiveness need to be enhanced.Y Company is a medium-sized packaging printing enterprise.Y Company faces many challenges,such as low price competition among enterprises in the industry,rising cost,cutting prices by customers,higher and higher customer requirements,shortage of talents,weak personnel capacity,lack of innovation spirit etc.To achieve lasting competitive advantage,it must enhance its core competitiveness.Firstly,this paper uses the literature research method to study the theories of enterprise competitiveness and enterprise core competitiveness,and summarize characteristics,connotation and essential factors of the core competitiveness.Secondly,it takes Y company as an example,uses PEST analysis,Porter's five-forces model to analyze its macro environment and competition environment.Thirdly it analyzes its current operation status and gets its competitiveness status and advantages,disadvantages,opportunities,challenges,as well as putting forward corresponding strategies.Fourthly,through the investigation of customer satisfaction and core competitiveness,this paper evaluates the core competence of Y company from the perspectives of customers and employees respectively,and analyzes the factors that affect the core competitiveness of Y company.Finally,according to the above analysis,it proposes the improvement strategy of core competitiveness.The main conclusions of this paper are as follows,(1)Y Company's business environment and current competitiveness analysisIndustry trend: Green printing is the only way for sustainable development.Consumption upgrades bring the trend of packaging products in the direction of personalization,high-end demand.So,company should rich product varieties,improve the quality of satisfaction and enhance brand recognition.The adjustment of industry structure,the centralization of industry and the transition and escalation are imperative.Opportunities: The investments on high-end demand and intelligent production and other future development direction will bring new development opportunities.The same as new technologies,new materials,innovative methods of production and new business models,service extensions etc.In the fittest market adjustment period,it is a good time to expansion for excellent enterprises.Y company lacks strong core competitiveness to support its rapid development.Its capabilities on R & D,resource allocation and coordination,human resources management need to be improved.They can't meet customers' requirements.It also lacks of strong corporate culture to support growth.Y company should enhance its core competitiveness through leveraging its internal advantages and seizing the external opportunities to avoid external threats(2)Y Company's customer satisfaction and competitiveness evaluationCustomer Satisfaction Survey: Quality perception is the company's competitive advantage.Design,research and development,brand,environmental protection concept,price perception have low scores,and capabilities on these area need to be upgraded.Y Company must maintain the existing advantages and enhance the overall competitiveness to expand brand influences,and improve customer loyalty.Core Competency Questionnaire Survey: Y Company has certain competitive advantages,but they are not strong.Improve the capabilities of technology,research and development,operational efficiency,reducing operation costs,corporate learning and corporate culture to upgrade and cultivate the core competitiveness,so as to enhance its comprehensive competitive strength.(3)Suggestions on improving the core competitiveness of Y companyAccording to the factors that affect the core competitiveness of Y company,this paper sets up a solution to improve the core competitiveness of Y company.It should leverage its existing advantages and enhance comprehensive competitiveness through enhancing R&D and innovation capacity,improving the manufacturing process automation and information level,in-depth implementation of lean production,improving quality management,cultivating an energetic enterprise culture and a learning organization,strengthening brand building,enhancing the abilities to provide customers with value-added services,high product quality and service levels.Through that,Y company can build brand image and win greater development in the fierce competition in the market.