Study On The Development Strategy Of Hongshun Photonics Company

With the rapid growth of our economy and the gradual improvement of national consumption power,consumer demand has gradually shifted from low-end consumption to green and healthy improvement consumption and high-end consumption to meet basic functional needs.In the past decade,the demand for improved consumer goods has increased significantly.At the same time,the global production capacity of LCD screens begins to take China as the production base,which makes the supply chain system of domestic LCD screens more perfect,and the competition of production technology and product price of various supporting products is more and more fierce,and the competition among various manufacturers of optical diffuser plate products as the supporting domestic industry is increasingly fierce.As a member of the upstream supply chain supporting the photoelectric industry,Hongshun Photonics Technology Co.,Ltd.specializes in providing optical diffusion plates for TV manufacturing enterprises and lighting enterprises.Due to various business reasons before2021,the company was sold in early 2021,and now belongs to the parent company Guangdong Oudiming Optoelectronics Technology Co.,LTD.With the influence of various external factors and the internal management and production and operation problems of the company in the past,the sales and market share of the company decreased year by year after the change of ownership.How to survive and develop in the future fierce competition environment is the first problem to be solved by the company.This thesis chooses "Research on the Development Strategy of Hongshun Photonics Company" as the title of the thesis.Through many field surveys of enterprises,interviews with senior management and employees,this thesis has learned about the current operating situation of Hongshun Photonics Company.By reading various literatures and strategic theoretical knowledge,it has analyzed the external environmental problems faced by the company by using PEST method and Porter’s Five Forces model.Then the SWOT analysis of strategic management is used to determine the internal and external influencing factors,and then the AHP is used to determine the weight of various influencing factors,and then the main problems existing in the development strategy of the company and the countermeasures are analyzed,and the SWOT strategic measures are obtained.QSPM quantitative evaluation and analysis tool is used to evaluate and select the strategy set with high feasibility,and then the optimal development strategy is obtained.Finally,the company formulated the strategic goals for future development,and divided the strategic goals into several stages of implementation and control.In addition,by adjusting various resources and organizational structure of the company,the product structure and business were optimized to promote the implementation of the strategy of market development.At the same time,the problems of production line upgrading and product production cost control were analyzed to provide guarantee for the smooth implementation of the whole development strategy.This thesis attempts to study the development strategy of a small and micro enterprise,from raising problems,analyzing problems to solving problems in the process of research.If the strategy can successfully achieve the goal,it will provide certain reference significance for the development strategy formulation of many private small and micro enterprises.