Study Of Hybrid Strategy On Cost Leadership And Differentiation Of W Company's Culture Paper Business

Under the specific background of obvious industrial boundaries,slow technological progress and low informatization level,Porter's generic strategies helped many companies with only one strategy to get better performances than ones with hybrid strategy,and the latter might “stuck in the middle”.However,with the rapid development of commodity economy and information technology,consumers' demand tends to become increasingly personalized and diversified.More and more companies apply the hybrid strategy on cost leadership and differentiation strategy.In this thesis,the hybrid strategy is implemented by manufacturing firms.As a case study of W Company's culture paper business,this paper discusses the process of mechanism to choose the hybrid strategy,and proposes some implementation measures.The specific contents are as follows:1.By external environment analysis on macro environment,culture paper market competition and development trend,the threats and opportunities from external environment are to be revealed.Main opportunities come from national supply-side-reform which phases out backward capacities,while the threats come from the strong competition given by domestic and foreign giants.2.The internal environment resources,capabilities and core competencies have been analyzed to find out the strengths and weaknesses of W Company.Main strengths are large-scaled pulp and paper production capacities,worldwide sales and stable customer base,while weakness is the sales of modern channel.3.The hybrid strategy on cost leadership and differentiation is proposed via Quantitative strategic planning matrix(QSPM)model.4.The interrelated pattern of paper products and the integrated mode of value chain should be carried out to safeguard the implementation of the strategy.The interrelated pattern of copy and offset paper can be achieved by adjusting organization chart and job rotation.The integrated mode of value chain can be taken place by plantation-pulp-paper model,mass customization and modern channels.