Research On The Competition Strategy Of Aquarium Business Of Risheng Co.,Ltd.

With the rapid growth of China's economy in the past 40 years,the increase of residents' disposable income,the improvement of urban residents' housing conditions and the diversification of their spiritual and cultural needs,aquarium products have gradually entered the homes of ordinary people.As a new emerging industry,aquarium products belong to the health and leisure spiritual consumption goods,in recent years,Aquarium industry continues to grow at an annual rate of more than 10%,and market prospects are good.Shenzhen Risheng Co.,Ltd.is a national high-tech enterprise with R&D,manufacturing and sales of aquarium,pond,pet,robot and electronic products.Risheng is the National aquarium standards drafter,and pioneering enterprise in aquarium industry.However,after 30 years of development,the company now faces more and more complex challenges and problems.With the escalating trade war between China and US,and US has imposed steep tariffs on Chinese imported goods,which causes higher and higher export cost as Risheng exports 60% of its output to the US market.China's aging population is getting worse,environmental regulation is getting stricter,the demographic dividend is disappearing,the cost of raw materials and land is rising,the cost of production factors is rising,and low-cost manufacturing no longer has a sustainable competitive advantage.The company's products are too homogeneous,the intelligent manufacturing lags behind,the domestic market development is seriously insufficient,the terminal strategy is deficient,and the competition strategy is fuzzy.Competitors such as SUNSUN,BOYU,HILEA and JEBAO make the competition increasingly fierce.Above multiple factors make the company's profit margin become smaller and lower.Under this background,how to make Risheng aquarium business continue to maintain the leading position in the industry has become an important research topic that the company must face up to.This paper uses PEST model,Porter's five forces model,CPM matrix and other tools to fully analyze the external macro environment,industry environment and market environment,and conducts deep analysis on the internal environment,from the perspectives of enterprise resources,enterprise ability and enterprise operation status.Based on that,diagnose and confirm the external opportunities and threats,internal strengths and weaknesses of Risheng aquarium equipment business.In this paper,EFE matrix is used to analyze key external factors and quantify external opportunities and threats.The weighted score is 2.88,indicating that opportunities outweigh threats.IFE matrix is used to analyze the key internal factors and quantify the internal strengths and weaknesses.The weighted score is 2.73,indicating that the strengths are greater than the weaknesses.SWOT matrix is used to analyze opportunities,threats,strengths and weaknesses,and to develop alternative strategies.QSPM matrix is used to optimize the alternative strategies,and determine that Risheng aquarium business should adopt "differentiated competitive strategy".In order to ensure the implementation of "differentiated competitive strategy",four implementation measures of product differentiation,service differentiation,channel differentiation and brand differentiation are proposed.And put forward five functional strategies guarantee measures covering the human resources,R&D,production and quality,marketing,brand strategy.The dynamic risk control measures are also proposed.The implementation of the above three measures will help Risheng g aquarium equipment business maintain a leading position in the industry.