| PCB is the basic component for the electronic products.After years of development,PCB has become an indispensable product in the global electronic component industry.According to the prediction of authoritative institutions,the output value of global PCB will continue to grow steadily in the next five years.China’s PCB output value accounts for half of the total global PCB and has become the world’s largest PCB producer and consumer country.At present,Zhuhai is making great efforts to develop "industry first",and clearly proposes to focus on industrial development and expand the integrated circuit industry.Within five years,integrated circuits will be made into an industrial cluster of 100 billion,and a series of measures will be issued to support the development of enterprises.Zhuhai Honghua PCB Co.,Ltd.is PCB company with many years operation and has industrial parks in Zhuhai and Chongqing respectively.The company is mainly products for the high-density interconnection boards,multilayer boards and other products,and provide QTA and NPI services for customers.It is widely used in many electronic industry fields.Its sales areas are mainly North America,Europe,China and other Asian regions.Zhuhai Honghua has a good reputation in the industry.After more than 30 years of development,the company has a good brand image and rich experience in industry talents.However,with the continuous competition in the PCB industry,the company’s capital investment and single customer group,and other reasons,the company is facing the problems of slowing down the growth of operating income,decline in product profit margin as increasing operating costs,and high proportion of energy consumption expenses to output value.The company must stand firm in the increasingly fierce market,follow the opportunity of industry development,and formulate a new strategy suitable for the company’s development,so that the company can get long-time sustainable development and re-enter the leading position in the industry.Based on the above background,this paper starts from the theoretical basis of strategic management,through the literature study of the company’s development strategy and the related development strategy of PCB industry,through the interview and understanding of competitors in the same industry,in-depth analysis of the current situation and problems of Zhuhai Honghua PCB Company,and in the face of the constant changes in the internal and external environment,how to find the appropriate development strategy and implement it.In the strategic environment analysis,the PEST tool is used to analyze the external macro environment of the company,analyze the competitive environment of the industry using Porter’s five forces model,and analyze the company’s internal resources and capabilities,and use the EFE and IFE analysis matrix to get that the company’s Opportunities are greater than Threats,Strengths are greater than Weakness,on this basis,we use SWOT analysis model to get four development strategies.According to the analysis,from the external environment,the development of the PCB industry is growing steadily,and the company’s future development opportunities are good.From the internal perspective,the company has excellent talent team and good brand effect,and the internal strengths are obvious.The company should choose the SO growth development strategy.Finally,determine the company’s business income,business and other development strategic objectives,realize the company’s rapid development in quality and quantity,and realize the company’s long-term sustainable development through the implementation of horizontal integration strategy,technology innovation strategy,digital strategy and green manufacturing,and the implementation of measures such as intelligent transformation and upgrading,optimization of customer structure,talent training,etc. |
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