Research On Competitive Strategy Of Yingshuo Company Cosmetic Plastic Products

Yingshuo is an enterprise being mainly engaged in the cosmetic plastic products. Wrapped up on the cosmetic plastic products market filled with intense competition, Yingshuo such an unripe enterprise run with high starting point, which kind of feasible products competitive strategy could adopted to catch the external opportunities, avoid threatening, utilize the inner advantage, overcome the disadvantage, that a key point for Yingshuo win the successes in the market.This paper is on the basis of theoretical research at first, and begins with an analysis on the large management and current situation of the development and current competitive strategy of products to Yingshuo. Use PEST analytic approach, Five Competitive Force models and External Factor Evaluation Matrix are involved to analyze and appraise microscopically environment, trade competition situation, it is considered that Yingshuo faces with many opportunities such as the variety of consumption concept, the quickly increasing consumption for cosmetic plastic products, foreign trade cooperative development etc, and many threats such as strong rival, import duty reduced, green barrier strengthened etc. The related evaluation leads to a conclusion that Yingshuo is currently in an attractive market. Then through analyzing inner resource and core competence of company, use Internal Factor Evaluation Matrix to appraise Yingshuo's internal environment, it is considered that enterprises have many advantage such as good reputation, scale advantage, strong quality control ability, and many disadvantage such asweak enterprise's cultural construction, confused enterprise's procedure and the weak researching and developing innovation ability etc. this paper structures the SWOT analysis model of the products of Yingshuo on the basis of the external and internal environment condition, use the Quantitative Strategic Planning Matrix (QSPM ) to analyses the products competitive strategy which Yingshuo is adopted, have confirmed the products competitive strategy that enterprises rely mainly on product development strategy while making management innovation and marketing permeating strategy subsidiary. On the basis of strategy implementation of the competition, proposing Yingshuo largely should be optimizing the organization and raising the efficiency, perfect the new product development mechanism and strengthen market open-up ability to improve such respects as the efficiency of management etc. and work well so as to ensure the effective implementation of strategy.