The Research On Development Strategy Of GMD Company

GMD is one of the largest company which focus on LED lighting in China. Its portfolio covers lighting design, R&D and manufacture of LED lightscape fixture and intelligent control system, engineer and installation. With its advanced know-hows, GMD has successfully created many world-class projects, such as the Water Cube of Olympics 2008, the Expo Axis of World Expo 2010, the Universidad 2011, the FI Circuit Shanghai, the Hangzhou Bay Trans-sea Bridge, and so on. With the increasingly fierce competition in LED lighting industry, GMD is facing significantly mounting pressure from the market. Therefore, it is necessary to do research into GMD's development strategy so as to plan its future development in a scientific way.This thesis first introduces the development of LED technology and its energy-saving advantage. Then it not only analyzes the development momentum of LED in different application areas, but also the quick popularization and development trend of LED lighting industry in the nation.From the angle of external environment, this thesis analyzes macro-environment factors which influence GMD's development, including political, economic, social, technical and legal factors, by using PEATEL model. Besides, the competition structure in LED lighting industry is also analyzed from the perspective of five-force model. Based on these analyses, the author not only comes to conclusion that the external environment provides GMD with great opportunities to create national key projects, but also reveals the vicious competition in lighting industry, light pollution and other development threats.From the angle of internal environment, this thesis analyzes GMD's corporate resources, entrepreneurship, management, corporate culture. By comparing GMD with its competitors, the author reveals GMD's advantages and disadvantages. Furthermore, GMD's strength, weakness, opportunity, and threat are also summarized by applying SWOT analysis. Through the analysis, the author proposes that GMD implement the development strategy of target focus and differentiation, and also gives suggestion on GMD's strategic implementation from the angle of HR, R&D, marketing and corporate culture.The conclusion of this thesis has a certain guiding significance not only to GMD, but also to other companies in LED lighting industry.