W Jewelry Manufacturing Limited's Develop Strategy Research

As the popular accessories industry competition is becoming more and more fierce, the management requirements for accessories enterprises are increasingly high. One of the main methods for enterprise management is performance indicator management, which can simplify the management. It also has a very important function is that it can diagnose enterprise at any time according to the condition reflected by the performance indicator achievement rate(result), allowing enterprise management personnel to discover and adjust in time the problems existed in the implementation of performance management so as to fully mobilize the personnel's enthusiasm. More importantly, the company's top leadership can find out enterprise's internal advantages and disadvantages by analyzing performance indicator achievement rate (results), meanwhile with the combination of the opportunities and threats of external environment, the balance and the optimization of benefit between enterprise and employees' short-term interests and the enterprise's long-range development can be realized. It is realistically meaningful to timely adjust or remake company management strategy in line with the actual situation.This paper has longitudinally compared and analyzed indicator achievement rates(results) on the basis of W company's operation data within nearly five years, including production,sales, human resources, design development and finance. Horizontal comparison to and analysis at the company's competitors XingGuang, YiTaiLianNa in the same industry have also been made through integrated referential materials. Afterwards the paper jointly use marketing, finance management, production management, performance management and competition strategy and related theories plus the application of potter five-forces model to analyze industrial structure, and then adopt the method of SWOT to analyze company's internal and external situations only to find the actual operation situation is hugely different from that of the company5years ago. Upon finding the operation method is unfit for its development under current economic environment,W company must change its operation strategy immediately. The writer has brought about suggestions on the adjusting of the company's operation strategy, the specific methods and steps of performance indicator management after the adjustment, and the guaranteeing of the successful strategy adjustment implementation. Hopefully this paper can provide reference to W company or even the domestic popular accessories enterprises on how to make accordingly each department's performance indicator following up that of the company's as well as to the adjustment or scientific recreation of the company's operation strategy through performance indicator achievement rate(result).In the operation management of the popular accessories industry, the company strategy decides the management strategy while the latter is decided by performance indicator, which depends on its own management. However, through the performance indicator achievement rate (results) analysis, we can find the enterprise' internal advantages and disadvantages, on this combine the opportunities and threats of the external environment, It would play an important role in helping enterprise to dynamically and timely adjust or remake the company's operation strategy. And that is the conclusion reached by this paper.