Research On Marketing Competitive Strategy Of OF Group

Private enterprises are an important part of China's socialist market economy.With their strong vitality,they have increasingly become the highlight of China's economic development.In recent years,China has promulgated relevant supporting policies to promote the continuous development and growth of private economy,making private economy an important support for economic and social development.In particular,the report of the Nineteenth National Congress of the Communist Party of China pointed out that the reform of economic system must focus on perfecting the property right system and market-oriented allocation of elements.This indicates that China has entered a new stage of development by upholding and perfecting the property right protection system,creating a legal environment for the development of private economy to protect legal rights and interests,promoting a market environment for fair competition and honest management,and respecting and encouraging private entrepreneurs The social atmosphere of entrepreneurship enhances the innovation vitality and motive force of private enterprises.In the course of more than ten years' development,through the integration and sharing of resources,OF group has successively laid out two major industries,optical optoelectronics and intelligent automobile.The market competition environment of the consumer electronics industry in which the OF group is located is relatively adequate.Although the OF group occupies a certain share in the industry market,the product business development of its different business groups is not balanced.There are some problems such as high cost,low gross profit,unclear market strategy,lack of prominent core competitiveness,and limited brand appeal,which greatly restrict the improvement of the market competitiveness of the OF group.Sustainable development of enterprises.Therefore,it is imperative for the OF Group to formulate and implement a market competition strategy that is in line with the market development prospects and the reality of its own development.Based on the research and practice of market competition theory at home and abroad,this paper uses PEST analysis theory and Porter's Five Forces Model to analyze the macro-environment and industry environment of the market competition.SWOT matrix is used to reveal the strengths and weaknesses,opportunities and challenges in the market competition,and BCG matrix is used to analyze its product business.The prospects and market position,and then put forward the positioning,selection and implementation strategy of the market competition strategy of OF Group.The main conclusions are as follows:(1)In the game of Porter's five competitive forces,the supplier's bargaining power is stronger,while the buyer's bargaining power is weaker;the potential entrants are less threatened because of the high barriers to entry of new enterprises;because the main competitors provide similar products and businesses,the competitors use competitive bargaining to obtain higher market share,industry.Internal competition is white-hot.As far as the OF group is concerned,it should pay special attention to the bargaining power of the buyers and the competition of other main competitors in the industry.It should enhance its core market competitiveness and seize the market opportunities to stabilize its market position and brand influence.(2)The OF group has "four-dimensional" core market competitiveness,and is good at R&D,cost control,highquality customer resources and excellent.Corporate culture and strong execution have market competition advantages,but also have market competition disadvantages,such as lack of internal management,weak risk control and unbalanced business development.There are not only development opportunities such as vigorous support of national policies,rapid development of domestic electronic manufacturing industry,OLED display screen,non-metallic rear cover and curved glass market expansion,but also consumer electronics.Competitive threats such as slow growth,lack of original innovation,insufficient momentum of industrial transformation,lack of vertical integration model,and insufficient management experience.In view of this,the Group of Off should give full play to its market competition advantages,seize opportunities and make up for shortcomings to avoid competition threats;(3)The BCG matrix of market growth rate and relative market share of the two major products in the fields of optical optoelectronics and intelligent automobiles of the Group of Off reveals that the image business of the Group of Off belongs to its star business,while the business of touch display,biometric identification and protective cover belongs to its problems.Type business,VR project,intelligent business and so on belong to its thin dog business.Automobile electronics,intelligent control,intelligent driving,Internet + business and so on belong to its cash flow business.This determines that OF group should implement differentiated market competition strategy.(4)OF group should actively enter the international and domestic market,and make OF group a world brand manufacturing supplier.OF group should upgrade from "manufacturing" to "quality" in an all-round way,transform to "intelligent manufacturing" in the future,carry forward the spirit of craftsmen to achieve the ultimate goal of products;sustained innovation to empower business development;OF group should position market competition strategy as technology leader and innovator,unremittingly explore new technologies in principle,forward-looking thinking to lead the development of the industry,and commit itself to promoting innovative products through innovative products.Promote the core competitiveness of the market and brand influence.In order to realize the market competition strategy positioning of the OF group,it is necessary for the OF group to implement the differentiated market competition strategy,and to ensure the implementation of the differentiation market competition strategy of the OF group by establishing brand image,implementing management innovation,rationalizing industrial layout,maintaining technological leadership and strengthening personnel training.