| Dalian Jiayang Wood Products Co., Ltd. is an enterprise which works on floor, furniture and such kinds of wooden products. Because the global financial crisis, which has leaded economic recession, the global wood industry slumps. To Jiayang Company, the main problem encountered lie in two facts. One is the raw materials, namely the supply shortage, channel log unstable, prices rise. Two is company mainly producing OEM product, owned brand production market competitiveness is poor.The main research significance of this study lies in the following two points:one is how to solve the problem of raw material. Not only guarantees the stability of the raw material supply, but can also reduce raw material purchase cost. The second is how to develop the company's own brand. By expanding own-brand products production and sales and popularized of independent brands to change the existing companies rely on OEM production survive conditions, and realize great-leap-forward development of the company.This research is divided into six chapters:Chapter 1 is the introduction. This paper expounds the research background and significance, relevant theoretical basis, and the ideas and methods of this research.Chapter 2 is the external environment analysis, includes the macro environment analysis and industrial environment analysis.In chapter 3, the company's internal environment better is analyzed. The internal environment analysis includes resource analysis and ability analysis.Chapter 4 makes up the development strategy for the company. Through SWOT matrix analysis to set up companies the right development strategy, namely the vertical integration strategy.Chapter 5 is the implementation of the strategy. Including the sawmill construction and independent brand construction two parts.Chapter 6 lists the company strategic safeguard measures. Including enterprise culture security, human resources safeguard, the organization structure security, and strategic alliance guarantee. |
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