The Research On Developing Strategy Of Shanghai Shanyang Industry Co.,Ltd.

With the world and China's economics entering into the “new normal” state,the speed of economy improvement slows down while the changes are various and complicated.Many uncertainties are encountered by Chinese small and medium-sized trading enterprises.The developing and upgrading of small and medium-sized trading enterprises are obligated urgently.The purpose of the present paper is to work out a developing strategy for small and medium-sized trading enterprises to be as a reference,which used the Shanghai Shanyang Industry Co.,Ltd(Shanyang Company).as an example.A SWOT(Strength-Weakness-Opportunity-Threat)analysis,case by case methods,Strategic Management theory,are used to analyzed the Shanghai Shanyang Company.The results showed that there are many strengths in small and medium-sized trading enterprises,but the weaknesses are the more.Thus,developing strategy targets are raised,including the strategy of general development and the strategy for basic competitive.The development strategy of Shanyang Company is to start from the strategic level.The competitive strategies related to multiplex development,brand,differential management,human resource,and financing are included.The detailed implementations of developing strategies are from the organization of company,enterprise management,company culture construction,positive marketing.