Research On The Strategy Of JinRong TianYu Company

In recent years, enterprises have paid more attention on strategy management in our country, strategic management theory and method has been put into many companies'practice gradually. With the establishment of the modern business enterprise system, many companies are becoming the principal part of market economy, the fierce variety of exterior environment and intense competition has tremendous influence upon enterprises. Enterprises have to draw up development strategy to suit the needs of environment and to keep a harmonious development.Meanwhile, as a member of WTO, facing the trade of global economy, it is necessary for companies to research on development strategy, to adapt the development of global economy, to adapt the variety of domestic and international competition, to catch the opportunity of local and economic situation, to win in the competition.Under this background, this article takes the development strategy of JinRongTianYu Company as research object. Firstly, it introduces strategy management theories at home and abroad. Using PEST method, it analyzes political, economic, technological, social and cultural environment of JinRongTianYu Company. It also analyzes the inside environment of JinRongTianYu Company including organization, producing system, finance, research capability and so on. Then based on SWOT method, it makes a thorough inquiry of the whole process of strategy management including strategy analysis, strategy establishment, strategic implement and strategic control. It will be helpful to the further development of JinRongTianYu Company and other companies in the same industry.