Research On The Competitive Strategy Of Furniture Products Of Changzhou Gesi Co.,Ltd.

China’s furniture industry has a long history,a complete industrial chain,and a large number of furniture manufacturing enterprises,forming a furniture industrial belt with local characteristics.In the past two decades of the new century,the development of enterprises in the fields of clothing,food,housing and transportation has been valued by the state,and in the field of "housing",the furniture industry has also had greater development space with the rapid development of the real estate industry.The rapid development of the industry has brought opportunities,but also brought competition,furniture companies competition in channels,products and other fields to carry out,both to pay attention to product quality,but also to pay attention to product design,but also to adapt to changes in sales channels.In general,enterprises should not only adapt to the fierce external competitive environment,but also constantly exercise internal strength,enhance the advantages of the enterprise itself,and obtain comprehensive competitive advantages in the internal and external environment has become the only way for furniture enterprises to seek faster development in the new century,which is a process with both opportunities and challenges.As a furniture production and online sales enterprise established in 2008,Changzhou Gesi Co.,Ltd has developed rapidly,but it is also facing great competitive pressure.Taking Changzhou Gesi Co.,Ltd as the research object,this paper analyzes the internal and external environment of the enterprise competition by using tools such as external factor EFE matrix,internal factor IFE matrix,Michael Porter five forces model,SWOT matrix,business quantitative strategic plan QSPM matrix and other tools through the research of basic strategic management theory.The external environment of the enterprise mainly includes macro environment analysis,industry and market environment analysis,the internal environment of the enterprise mainly includes the analysis of enterprise resources and enterprise capabilities,and the financial status and corporate culture of the enterprise are also analyzed and evaluated.The mission,vision and overall development goal of the company are the basic requirements put forward by the company’s board of directors according to the historical development and basic situation of the enterprise,and formulate the company’s overall strategy.The overall strategy of Changzhou Gesi Co.,Ltd is a growth strategy,on the basis of the growth strategy,combined with external opportunities and challenges,the company’s internal advantages and disadvantages,through SWOT matrix and QSPM matrix and other tools,Changzhou Gesi Co.,Ltd furniture products,the use of differentiated strategies in the competition can make enterprises have more competitive advantages in the future development.According to the characteristics of differentiated competitive strategy,the furniture products in the four aspects of products,services,channels and brands to formulate targeted implementation steps and measures,form a specific implementable differentiated strategy program,and formulate the corresponding guarantee mechanism and evaluation mechanism,through the guarantee mechanism and evaluation mechanism to ensure that the competition strategy can be fully realized.This paper has reference and research value for the selection of the competitive strategy of domestic furniture enterprises and the implementation and landing of differentiated competitive strategies.