The Competitive Strategy Research Of Florina Ceramics Co.,ltd.

Following the constant development of Chinese economy, the external and internal environments of the company have changed ultimately. The managers have realized that in the fierce competition, the study of competitive strategy is becoming an important theme of one company's existence and development.China is the biggest production and consumption country of ceramics. It has not only the complete industrial chain and consumption chain, but Chinese ceramics has strong competitive strength in the international ceramics market. Since 1993 China's ceramics output has over 500 million Square meters which ranks first in the world. In the recent years, after the rapid economic development, China's ceramics industry has made a great achievement, the volume of production and marketing has successively grown in double-digit. But product homogeneity, lack of technical innovation, low industrial concentration, irrational production structure, over- capacity of production, etc has effected China's ceramics industry's development.As a ceramics company, Florina Ceramics Co., Ltd is facing the market with complex situations, on the other side the company has to resist the mega China's ceramics companies'pillage and invasion, such as Nobel ceramics and CIMIC. In the same time, the price of raw material and energy has constantly increase which causes high cost of operational costs, the demand of market has affected by the influence of our country macro-economic control. Under the cross-pressure, Florina Ceramics Company has difficulties in development. This thesis starts from this background, combined with the characters of ceramics industry, presenting the adoptable competitive strategies to the Flornia Ceramics Company with its corresponding resources ability which help Florina Ceramics Company manage the increasing market competition, enforce its competitive strength, ensure its market position in the fierce market competition.The thesis reviews the basic theory of the study of competitive strategy, take Porter competitive strategy theory as the guidance. Adopt Five-force model, value chain analysis, VERIO frame analysis, SWOT analysis and QSPM analysis, etc as the method to specifically analyze the external environment of China's ceramics industry's development and internal resource and ability of Florina Ceramics company. Summarizing its opportunity, thread, strength and weakness, establishing differentiation first, centralization second as its competitive strategy of differentiation. At the end, the strategy implementation is proposed, Florina Ceramics Company should optimize the enterprise resources, adjust organization structure, etc, to make sure the strategic proposal can be successfully implemented.