Research On The Competitive Strategy Of WD Company

With the development of China’s economy,people’s income level is rising and the proportion of non-rigid demand goes up.Consumers’ consumption concept,values and behavior habits are also changing.In order to respond to market shifts and demands,China Gold Coin Incorporation is implementing the reform of the issuing system,innovating marketing methods,nurturing the market and strengthening publicity.Against such a background,WD Company is experimenting with innovation and exploring new business models in the hope of developing a competitive strategy that suits it and maintaining a competitive advantage.This paper takes WD Company,a cultural and creative enterprise of precious metals,as the research object.Competitive strategy management theory and management analysis tools are used to analyze.First of all,the external macro-environment of the company is analyzed by PEST analysis method from the aspects of politics,economy,society and technology.And the industry environment is analyzed from the current situation of industry development,competitors and other aspects.Second,the company’s internal resources and capabilities are evaluated objectively,and the SWOT method is used to analyze the company’s strengths,weaknesses,opportunities and threats.According to the analysis results of internal and external environments,feasibility analysis of Porter’s three basic competitive strategies is done.Then,based on the resources and capabilities owned by WD Company,this study makes reasonable planning to actively explore internal advantages,adapt to the development trend of the industry,and seize market opportunities.At last,this study clarifies the mixed competitive strategy of differentiation and focusing,and then it puts forward the implementation guarantee of the competitive strategy from four aspects: organizational structure,corporate culture,human resources and information flow.Starting from the theory of competitive strategy,this paper analyzes the internal and external environment of WD Company,and then combines the characteristics of the bank’s physical precious metals industry,formulates the future competitive strategy of the enterprise,which can provide some references for similar enterprises to formulate competitive strategic planning.