Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

The Development Strategic Research of Fenghuang Furniture Company

Author LiYueDong
Tutor YuanJianGuo
School Huazhong University of Science and Technology
Course Business Administration
Keywords Product Strategy Strategic Management Analytic Hierarchy Process Development strategy
CLC F426.88
Type Master's thesis
Year 2010
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China 's furniture industry has experienced rapid development in the last two decades the the furniture production output value of more than Italy ranks first in the world in 2007 . During this period the Chinese furniture industry has made considerable progress , the rapid rise of a number of well-known enterprises . However , the passage of the current Chinese furniture enterprises not only faced with the impact of the financial crisis , the impact of trade barriers and the low cost of labor advantage to lose the threat , but also facing weak innovation capability , brand building , logistics support is not enough , the infrastructure is still weak , The lack of skilled workers and marketing management personnel , these issues must be resolved. In order to break the siege in the case of so many threats and problems , take the road of sustainable development , this paper, SWOT, Five Forces model , PEST model the King Bee furniture company macro , meso and micro strategic environmental analysis . At the macro level , the analysis from the political , economic, social , and cultural aspects of the concept were analyzed in terms of competitors , the buyer , the seller , potential entrants . The microscopic aspects from the company has strengths, weaknesses, opportunities and threats exist , can eventually come to the company product strategy , market strategy , brand strategy , integrated strategic four strategies in the form . However, due to the company by the limitations of the human resources, financial resources , management capabilities , the company can not simultaneously four strategic situation , this article using the analytic hierarchy model , according to the company a high return on investment , easy to manage and control , to improve the device is turned on rate , give full play to the advantages of talent, technology , channels for the target selection of the best sort of strategic programs , select the optimal goal of strategic programs for product strategy , again followed market strategy , brand strategy, and finally integration strategy , while developing a strategy for the implementation of the program . King Bee furniture company development strategy system is conducive to not only help the company to correct market positioning , clear future direction of development , and can help the company to play to the advantages of performance management , personnel , technology , equipment , and funding , especially in how to pull through in the context of the financial crisis , the crisis into an opportunity and the company's strategic transformation is of great significance .

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