| Under the background of the rapid change of economic situation,enterprise transformation is becoming more and more universal.Enterprise transformation is a necessary measure for enterprises to carry out medium and long-term development in response to changes in external situation and grasp market opportunities.Among them,business transformation is the top priority of enterprise transformation.Business is the direct source of profit for an enterprise.An enterprise's business is to take products as the center,strive to expand sales areas and expand customers in the target market of a certain industry,so as to realize the sustainable development of the enterprise.Color coated board is an industrial product,which is mainly used in the field of home appliances.However,with the saturation of the market and the decline of the home appliance industry,the relevant enterprises need to transform.Qingdao Hegang New Material Technology Co.,Ltd.is one of the main color coated sheet production enterprises in China.The purpose of this paper is to find out the problems in the operation of Qingdao Hegang New Material Technology Co.,Ltd.,and to explore the road of sustainable development of enterprises.The transformation strategy of Qingdao Hegang New Material Technology Co.,Ltd.,the main manufacturer of color coated sheet products in China,is studied by means of theoretical analysis,literature and case study.The results show that the products of Qingdao Hegang New Material Technology Co.,Ltd.are mainly color coated products related to household appliances,and the construction color coated products with broad market prospects account for a relatively low proportion,this resulted in a profit margin of only 4.06 per cent in 2019.The products of Qingdao Hegang New Material Technology Co.,Ltd.lack the power of long-term development and need to solve this serious problem through the transformation strategy.In this paper,the transformation strategy of Qingdao Hegang New Material Science and Technology Co.,Ltd.is planned in terms of industry transformation strategy,product transformation strategy,regional transformation strategy,customer transformation strategy and implementation guarantee of transformation strategy.Industry transformation strategy is to transform from the current main home appliance industry to the main construction industry.The strategy of product transformation is to transform from household appliances to building materials.The strategy of regional transformation is to develop the national market and overseas market.The basic connotation of customer transformation strategy is the transformation from household appliance color coated customers to architectural color coated customers.But must carry on the customer transformation,must carry on the channel transformation,must vigorously develop the construction profession channel.In order to promote the implementation of the transformation strategy,it is necessary to establish relevant supporting measures.In the organization and Human Resources,the establishment of transformation strategy to promote institutions,core departments function transformation,tamping human resources system.In terms of technology and funds,the introduction and development of new technologies and the establishment of supporting funds for transformation.In addition,it is necessary to carry out the implementation control of the transformation strategy and ensure the risk control.The research of the paper has certain theoretical and practical significance.Based on the strategic management theory,the strategic transformation theory and other theories,this paper analyzes the transformation of Qingdao Hegang New Material Technology Co.,Ltd..In view of the practical difficulties of Qingdao Hegang New Material Technology Co.,Ltd.,the paper designs the transformation strategy of the enterprise,which has important reference value for solving the current and future problems of the enterprise,for the development of domestic color plate industry also has a certain reference significance. |
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