Research On Expansive Strategy Of Zhongxing Waterproof Engineering Co., Ltd

From the beginning of 90s last century to today, the national policy continuously encourages the private enterprise's development, and our country's private enterprises have basically passed through the course of growing strong and conformity. At present, they are developing to the standard management. At the same time, they are facing industry's opportunities and challenges. But regarding the waterproof industry, the multitudinous small scale private enterprises constitute the industry competition pattern. In addition, the lacking of the large scale conformity and the government controlling system course that the industry has no well-known brand waterproof engineering firms. Simultaneously each enterprise all faces the same fatal question that the profit is dropping and the receivables is increasing sharply. At the such background of chaotic competition, how to break through own resources restriction, how to use the modern management ideas, and how to promote the company to enter into higher level, are questions which each small scale waterproof company should ponder.This paper is based on the company present questions, and on the strategic management to carefully examine the extant questions, to discover the questions root, to propose company's developmental strategy. At first, it reviews the developing restriction spot of the company, and then makes a overall analysis for the external environment of the enterprise, using the PEST model analyzes the main factors of economy, legal regulations, social culture and technology, which can influence the waterproof industry and carries on a research to the industry current situation, competition situation, development tendency and prospect of the Chinese waterproof industry. The analysis of the internal environment mainly centers on five respects of professional ability, organization construction, financial ability, human resources and technical ability, using SWOT analysis expounds the superior and inferior situation of competition and the threats and the chances of the environment for the Zhongxing Waterproof Company. On this basis, it makes a strategy type choice for the developmental strategy of the enterprise. Because of the above-mentioned analysis, it has proposed the future longitudinal integrated expanding strategy of Zhongxing Waterproof Company, and put forward the key suggestions and control measures to the effective implementation of the total strategy.