The Competition Strategy Research Of Ritter Solar Energy Co.,LTD

With the global energy shortage and environmental pollution problems occur, and in order to save energy, reduce pollution, protect the natural environment and improve people’s living standards, the development and utilization of solar energy and other renewable energy get more and more attention and become to be the major opportunity of the development for solar water heater industry. But in the new situation, China’s solar water heater business has an uneven development, increased competition, enterprises are facing severe challenges. In addition, the scaled and well-known enterprises are also widely facing marketing, management and other issues, seriously restricts the development of enterprises. Ritter solar company as the industry leader, which how to seize opportunities in the new market environment, accelerate the development and maintain a competitive edge in the market, promote the healthy development of the solar water heater industry, has become a new topic needed to be solved.In this paper, Ritter solar company is the research object, through a combination of qualitative and quantitative analysis, the integrated use the management theories and methods of the five competitive forces model, SWOT analysis, value chain analysis to study the external environment of Ritter company is facing form the status of the Chinese solar water heater industry, the opportunities and challenges, development trends, main competitors, policies and regulations; use the five competitive forces model to analyze the degree of competition of solar water heater business, the alternatives, the supplier bargaining power, the buyer bargaining power and potential entrants threat. To analyze the internal environment of the Ritter Company form Ritter basic internal management, the business value chain, product design and development, brand management and after-sales services. Using the SWOT analysis model to analyze the advantages and disadvantages, opportunities and threats faced by the Ritter Company, and get the SWOT matrix. On the basis of the above analysis, and take in into account a various factors, we get the competitive strategy which rely mainly on differentiation strategy while overall cost leadership strategy subsidiary. According to Ritter company’s strategic choice, implement the strategy from marketing strategy, brand strategy, international strategy, and finally from the quality assurance, government and policy support, personnel, and other aspects to provide protection to ensure the smooth implementation of the strategy. This article focus on the combination of macro and micro, theory and practice to help the Ritter companies to develop a scientific and rational competitive strategy, and maintain a competitive advantage in the market, and also has certain reference significance and reference value for China’s solar water heater business.