| China's furniture industry has undergone rapid development over the past two decades, and furniture production output value got the world first position once in 2007 in front of Italian. During this period Chinese furniture industry got a long-term development, and some well-known enterprises rose rapidly. However, the passage of time, the current China's furniture industry is facing not only the impact of financial crisis in developed countries, trade barriers, labor, the threat of loss of low-cost advantages, but also faced with innovation capability weak, lack of brand building, logistics support not enough, infrastructure weak, the lack of skilled technicians and sales management talent and a series of problems which need to be resolved.In order to be able to break the siege in so many threats circumstances, get sustainable development, and walk ahead of the industry, King Bee furniture companies use SWOT model, five forces model, PEST model analyzing the macro's political, economic, social and cultural level factors, the meso's competitors, buyers, sellers, potential entrants, new entrants aspects, and micro company's strengths, weaknesses, opportunities and threats factors. Finally, product strategy, marketing strategy, brand strategy and integrated strategies four strategies are concluded. However, because the company has many constraints in aspect of human resources, financial resources, management capacity, cannot use all of the strategy. Therefore, this study made use of analytic hierarchy process model, according to the company a higher rate of return on investment, easy to manage and control, improve equipment, boot rate, give full play to human resources, technology and channel advantages of the strategic objectives of the selection criteria, selected the best sort of strategy, and the best goal of the strategic program is the product strategy, followed by market strategy, brand strategy, integration strategy again. Finally strategic implementation steps are developed.King Bee furniture company's strategy for a systematic study, not only conducive to help the company conduct market position rightly, obtain a clear direction for future development, but also for companies to increase management efficiency, to play talent, technology, equipment, funds and so on edge, especially in the context of the financial crisis in pulling through, turning a crisis into opportunity and going on the strategic transformation, has a great significance. |
