| SP founded in 2004,and at the beginning,was an enterprise focus on the areas of software and IT.Now SP is in the business of all-house customization.It is a high-tech and public company with innovation.Based on its own technical advantages and oriented by design service,the company has created a pattern of the online-to-offline integration and a new mass-customization mode.By its innovation development mode,it has achieved a rapid growth of 5.5 times in the past 5 years and it has shown 45.1% compound growth in recent 3 years.And now SP is one of the leading brands in the area of custom-made furniture.But,as external environmental changes,particularly consumer demand changes,SP also faces a series of threats and challenges.First of all,industrial bounds become blurred and the trend of ‘homely' becomes popular.Many well-positional relative companies are turn into the line of all-house customization,and it brings forth the heat competition.Especially the threat by the strong related industry like real estate industry,home improvement building material industry,as the upstream firms,they have an access to potential consumer groups first.Undoubtedly,they will be a big threat for SP.In addition,the main competitors have completed the multi-point competition layout of products,marketing channels and upstream and downstream,forming a competitive advantage and posing a major threat to the follow-up development of SP companies;Secondly,the custom demands have been changed.With the consumption upgraded,customers are no longer satisfied on personalized customized instead of “one-stop-service” furnishing and decoration integration,personalized design and installation.And this consumer demand becomes popular with the new generation of customers because of its convenience.To SP,to cater the change of customer's demand is a big chance and also a great challenge.Under such a background,to SP,how to play its own advantages and seize the opportunity to satisfy the pressing consumer demands? And facing with the opportunity and threat,how to analyze this area then to re-innovate the business mode and establish and implement a new business strategy.By using the literature method,investigation method and relevant strategic management knowledge and SWOT strategic matrix analysis,this article is to find out the advantages and disadvantages of SP and the opportunities and threats it faces through the analysis of inner and outer environment.After analysis,I think the best way is to use the advantage of SP and to avoid threats of the industry.SP has to give full plays on its own design-based all-house customization capabilities,innovation and technological advantages in the line of manufacturing and supply chain.To develop the overall decoration business with S2B2C's business model,SP has to make strategic commitments,specific business objectives and scope,and cater the changing consumers demand.And the meantime,it should be avoided the multi-point competition and the threat of hardbound real estate company and the development of the overall decoration.Finally,this paper will give the measures and suggestions about the business strategy of overall decoration. |
PDF Full Text Request