A Study On Competitive Strategy Of Tianjin D Curtain-Wall Decoration Engineering Co., Ltd

With the development of reform and opening to the outside world, Chinese economy obtained a rapid development and China has been a big economic giant, an export giant. At same time, the people’s standard of living has been steadily improved. Behind the Chinese standing abruptly in economy, the development of Chinese construction industry especially curtain wall industry and its materials played a very significant role. It is the favorable environment that more and more enterprises rushed into the curtain wall industry, it makes the curtain wall industry form a new pattern with full of opportunities and competition.Tianjin D Curtain Wall Company is a newly established company in the curtain wall market; it has to analyze the enterprise’s circumstances and re-plan the competitive strategy for survival and development in the fierce competitive market. Based on the theory of competitive strategy, the thesis main contents are as follows:firstly, it analyze D Curtain Wall Company’s internal conditions, and its external conditions; secondly it explores the strengths, weaknesses, opportunities and threats of the company and then use the SWOT matrix to construct the competitive alternative strategies. It formulates the development goal of the company, in order to achieve the goal, it analyzes three kinds of competitive strategy combined with the company’s own conditions and the industry characteristics:Low-cost strategy, differentiation strategy and focus strategy. Finally, it indicates that D Curtain Wall Company should focus on energy-saving curtain wall in order to avoid the homogenization competition. In order to ensure the implementation of competitive strategy, in the end of this paper put forward several suggestions such as enhance service quality, strengthen technological innovation, build up talent team and strengthen financial control.In this paper, the author researched the D curtain wall company’s competitive strategy by utilizing the knowledge of the strategic management. Then the author proposes some suggestions, aiming at providing guidance significance and application value to enhance the company’s market competitiveness and realize the goal of the company.