The Strategic Research For The Development Of XMHH Company

Located in outdoor leisure industry,picnic now is a popular lifestyle in developed country such as Europe and America,.As a necessary set in picnic,both the feature and functions of picnic bags are well known in international market.Begin from 1998, after 10 years growing;now the outdoor industry takes shape in China,however,the field of picnic bags is just at emergence stage,most of consumers are not familiar with the picnic bag,and there isn't any outstanding brand in this field either.XMHH is the first enterprise which is supplying picnic bag in China,now the business covers the whole chain of the picnic field,from R&D,manufacturing, marketing and sale.As a leading company,it has taken high market share in International market.The development strategy study of XMHH is a research topic which has greatly practically applied valued,it decides the direction.The study of this thesis uses the basic way which combines theory discuss with reality analysis to give an overall review &make a serious summary of company's historical experience,and it also gives an concrete analysis and discussion of the outside environment,inner resources,competence and reality issue.With SWOT analysis tool,this thesis point out the develop strategy for XMHH which is located in"Leisure Industry",has used a lot of characters,data,charts setting off each other and has combined theory and practice together well.The thesis will be practically valued for XMHH's sustainable development.The thesis included five parts.Firstly,it gives a brief introduction of background about XMHH,make a description of XMHH's development strategy study.Secondly,it presents a full analysis of the company's inside and outside development environment and enterprise competition dominant position.Thirdly,Studying the strategy choice and strategy implement of XMHH.It lays emphasis on using SWOT analysis tool to give a detail analysis of enterprise's strengths,weaknesses,opportunities threats,and further makes a choice of supporting by coordinated action for selective strategy scheme.Fourthly,it gives some concrete strategy implement plans for successfully carrying the strategy into execution.Finally,it summarizes the main conclusion of XMHH's strategy study.