The Development Strategic Research of Fenghuang Furniture Company
|School||Huazhong University of Science and Technology|
|Keywords||Product Strategy Strategic Management Analytic Hierarchy Process Development strategy|
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 .