A Study On The Development Strategy Of Shenzhen Yuanwanggu Information Technology Co., Ltd

Shenzhen Yuanwanggu Information Technology Co., Ltd is a high-techcorporation specializing in Radio Frequency Microwave Identification System,which has a registration capital of 52.1 million RMB and achieved a totalannual saleroom of more than 130 million RMB in the year of 2004. Itsproducts has been successfully applied in China Railway, and become of a keysupplier to Railway Ministry. Yuanwanggu Company also exploits RFIDproducts which can be separately used in the management of motor vehicle,logistics surveillance, personnel information and some other fields, and bothcompany and customers benefit from the cooperation.RFID is kind of non-contact automatic identification system, which exchangebetween electronic data body and reader data gets across by electromagneticfield. RFID is a rising industry booming during these years and growing in asurprising rapidity, and which will develop into an industry with giant marketgross in the near future years. Some expert predict that, only in domesticmarket, there will be tens to hundreds of billions market gross can be achievedin several years.Based on principles of foresighted, outline, competitive, scientific, operable,as well as innovative, the article makes a systematic, comprehensive, andpenetrating analysis to Yuanwanggu Company in three aspects: 1.external:macro environment, industry environment, marketing environment;2.RFIDtech development: current situation, trend and influence of technology;3.internal: current state of company, value chain, and core capability.Grounding on the analysis above, and integrating with the practicalcircumstance and the necessity to become a stock company (the company hasstepped into stock tutorial period in 2004), the article shapes strategic stage ofdevelopment, objectives, and approaches in the future three years.Commission and desirable perspective are promoted and clarified, besides,main strategic business unit and its stage, objectives, measures, andapproaches of development has also been promoted and clarified.In order to guarantee the effective implement of company strategy, the articlesmakes research and brings forward materially constructive suggestions on thefuture organization structure, human resource management (gives priority toconstruct new salary package and new performance management system),research management, marketing and service management (mainly aboutconformity marketing and customer value management), brand construction,as well as corporation culture construction.In the composing process, varied of strategic analysis tools like industry chain,corporation value chain, critical factors for success, SWOT, business matrixhave been made use of, through which, a great deal of important conclusionscan able to be educed, consequently, the property of systematic, scientific,and reasonable of strategic layout can be guaranteed.In the article, not only important significance given to Shenzhen YuanwangguCompany, but ideas and measures can be referenced by the research work ofhigh speed developing middle and small size high tech company. The articlemakes an embedded discussion about the new industry-RFID, and can besome reference function in the field.