Research On Development Strategy Of Guiyang Non-ferrous Smelting Silver Star Company

Silver Star is a private non-ferrous metal smelting processing enterprises in the Guiyang County, Hunan Province. After 10 years of extraordinary development, its comprehensive strength ranks the first of several in Guiyang County. At present, Silver Star is in the second pioneering period, which is facing many strategic issues such as the choice of the direction of development, and the method of continue to development. The research of its competitive strategies is of great significance for the company's survival and development.Combining the Western strategic management theory with the reality of non-ferrous metal companies and being guided the company's development orientation this paper researched, collected and collated a large amount of data and text material. Meanwhile, we conducted a number of high-level interviews with Silver Star for accurately grasping the company's status and development plan. On the basis of these works, we focused on researching Silver Star adopted development strategies for adapting to environmental change by integrating theory with practical research method. Firstly, this paper through reviewed the domestic and international strategic management theory, corporate competitive strategy theory and the development of strategies for the research process to guide the conduct of research. Secondly, this paper analyzed the internal conditions and the development problems of Silver Star from the perspective of its internal conditions and capabilities by integrating use of "PEST", "five forces model" analysis of Silver Star to face the external environment. Thirdly, combining with the development of the company's strategic positioning, we presented the company's development strategy through using of "SWOT" analysis. Finally, starting from the implementation and protection of the strategy of the development, this paper analyzes the company's specific work for implementing the development strategies and the implementation of safeguards for protecting the execution of development strategies.This paper found that facing the changes in the external environment Silver Star should adopt the low-cost strategy and differentiation strategy which can be embodied by building 0.1 million tons through the oxygen-rich lead smelting project, ensuring that raw material supply, promoting technological innovation and strengthening the construction of qualified personnel. At the same time Silver Star must take appropriate safeguards for ensuring the implementation of enterprise development strategy. Finally, we hope that this study can play reference for the development of Silver Star and similar Small and Medium smelting Enterprises.