| The modern enterprise’s living environment has become more and more austere with the market more and more mature, and so the enterprise is withstanding pressure from all quarter in the process of grow and development.The enterprise market environment ensures the enterprise profitability and even survivability, therefore, each company must be clear about the choice for enterprise’s competition strategy, taking it as the core, and ensure company right direction for development to occupy the most attractive competition position, and coordinate all the work and goal to be finished in order during the process of enterprise run to guarantee the enterprise is growing and developing along with the correct track of competition strategy. In recent years, with the global economic integration, the global industrial transfer, and China’s sustained and stable economic development, regardless foreign or domestic market, more and more enterprises enter PCB industry, which makes PCB market competition more and more intense with each passing day. Nowadays, China has become the world’s largest PCB market while the global financial crisis and the debt crisis in Europe has added the shadow cast to the development of the PCB industry. This article is based in such an environment, making analysis on GTE company’s competition strategy.GTE company is the largest Asian subsidiary of GTE group company (GTE group company is an international well-known large multinational group), mainly engaged in PCB manufacturing and services widely used in automotive, consumer electronics, communication, computer network, data communication, and industrial equipment, with products sold well in Europe and America. In this paper, with the rigorous content full and accurate data, intuitive charts, it makes research and analysis from the macro and micro aspects to have an accurate grasp on PCB industry development trends and understand the industry competition pattern. Combining with the theory of management and using PESTEL, Potter five-force model, competitor’s situation it makes a comprehensive analysis of the external environment on GTE PCB business competition strategy; it also deeps into the internal environment on GTE PCB business competitive strategy through the analysis of GTE enterprise resource and the core competition; finally it uses the SWOT model to analyze the advantages and disadvantages of the enterprise, opportunities and threats. And so with comprehensive analysis on internal and external environment and SWOT, we can find the problems on making the company competition strategy then we can make the development strategy suitable for the company. That is the company difference competition strategy:to make "customer-centric, technology and the cost-basic point" as the business guide, and to make the company the world’s largest circuit carrier hardware outsourcing design integrated solution provider. In the last chapter, aiming at GTE company current situation and characteristic, it raises that it should optimize the company management strategy, technological innovation strategy, business process strategy and cost strategy for GTE to implement the difference competition strategy. It also should implement the relationship strategy with the target customer, strengthen quality control, human resources management, etc, a series of measures, which can therefore escort and convoy the competitive strategy. And this is the ultimate aim of this paper. |
