Research On Development Strategy Of Goldfish Electric Corporation

As the market is gradually reaching maturity and developing steadily,companies have to face challenges from complex domestic and internationalenvironment. At the same time, many outstanding multinational corporationshave entered the Chinese market which is the largest consumption market in theworld, thus, competition will become more intense. The survival anddevelopment of domestic household electrical appliances enterprises is dependon that whether they have core competitiveness, and the ability to form anenduring and unique competitive advantage. Therefore, in order to maintain along-term stable and sustainable development and seek the “victory”, it isnecessary for these enterprises in changing environment to hold the direction ofthe development in both the current stage and the future from a long-term pointof view, and to develop and implement business strategies.Based on classical strategic management theories, this paper deeplyanalyzes the eternal environment Goldfish Group faces from angles of the macroenvironment, the industry competitive environment and the micro marketingenvironment; and makes an analysis of the company’s internal environment fromaspects of R&D management, corporate human resources management, financialmanagement and marketing management, and based on the previous analysis, aSWOT analysis of Goldfish Group is done sufficiently.By the SWOT analysis, this paper established Goldfish Group’s strategicdevelopment aims as "strengthen and expand the main business of electricalappliances, extent the industrial chain of leading products, Strengthen capitaloperation and enhance core competitiveness of enterprises," and select “Indifferentiation strategy mainly focused strategy, supplemented by "developmentstrategy.Meanwhile, in order to implement Goldfish Group’s development strategy, the paper established relevant management measures from aspects of obtainingstrategic identity, developing an implementation plan, improving theorganizational structure, strategy implementation PDCA cycle management, etc.of to ensure the realization of the strategic objectives of the Goldfish Group.