Study On Business Structure Transformation Strategy Of MT

China's furniture industry,with the changes of the times,after years of rapid development,has created remarkable results.With the development of Chinese economy and the development of furniture industry with the times,the furniture industry has entered the new normal in the field of development,and will also change from the high speed stage to the middle and low speed stage.With the changes in the economic situation at home and abroad,changes in environmental requirements,and changes in the market pattern,Dalian MT furniture is an Italian-owned enterprise,mainly producing solid wood cabinet door,all the commodities are exported at present,the business structure has been OEM mode,the company invested in 2005,and has been operating in China for more than ten years.Some of the foreign company as MT still follow the business strategy management model of more than 10 years ago.How to face the opportunities and challenges in the present Economic situation for the Foreign-funded Furniture Enterprises located in China,It is the direction of this thesis.This paper analyzes the external environment of the enterprise by using the enterprise strategic management theory,the marketing theory and the PEST analysis tool,and draws the conclusion that the Chinese market of cabinet industry will continue to grow and the international trade situation of the cabinet industry will be grim.At the same time,the constant entry of competitors will aggravate the competitive situation in the industry.The requirement of environmental protection in the area where the enterprise is located,the increase of labor cost,the cost pressure of the enterprise and the pressure of business innovation will also increase.Through the analysis of internal resources,it is determined that the advantages of the enterprise lie in advanced production technology and rich production experience,the influence of the brand of the group company,as well as the design support and capital support of the group company,and the advantages of the main raw material feed channel,The main disadvantage is the lack of expertise in human resources,finance and marketing,The single business structure of OEM puts the profit at the bottom of the smile curve.Through the analysis of SWOT,this paper studies the strategy that enterprises can choose in the process of transformation,chooses the diversification strategy and the twist strategy for MT Furniture Co.,Ltd.,and controls the implementation of the new strategy in the aspect of function level strategy.Specific requirements are put forward in terms of being sure of the strategy can be undertaken successifully.