Study On Operating Stratedy Of SD

In recent years, digital products are becoming necessities in every industry,every kind of jobs,and everyone’s life.To be a member of the digital family,digital camcorder industry develops rapidly.Along with the camera function, which built in the intelligent mobile phone,have been improving constantly,digital camcorder industry are sufferring great impact with a reduced market demand. In addition,recent years’increasing industry capital aggravates the oversupply in the market.The result of market competition is the leading part of small and medium-sized private enterprises change their line of production of digital camcorder,or have to shut down. According to this background,how to allocate resource scientifically,optimize product structure,improve operation pattern,play advantage of company core competition, become the main task of SD company,therefore,it is urgent and important to formulate the effective company operating strategy.This thesis is on the basis of survey and top interview with SD company,using the strategy and strategic management theory,such as Five-force Model and SWOT analysis etc.,to analyse the external environment, internal resources of SD company. First,combined with the company’s internal strength and weakness, external opportunities and threats establish the SWOT matrix,to study different portfolio strategies in four kinds of different environments. And then, according to SD company’s strategic intention, put forward the new strategic positioning:on the basis of consolidating the existing digital camera business, identified the development of vehicles traveling data recorder,police forensics instrument and bicycle sports camera as SD company’s core business; according to SD company’s business structure and characteristics of customers, SD company’s market positioning will focus on development and subdivision of target market; and its competitive advantage position is the implementation of product difference in function and strategic alliance. At the same time, SD company’s strategic goal decomposition for short-term,medium-term and long-term goals, and developing SD company into a digital camcorder company with its own brand, the national high-tech enterprises as the long-term goal. Finally,put forward the guarantee measures of strategic positioning.This thesis integrates theory with practice of SD company, under the ground of the issues and perplexities of current enterprise, and radical changing market circumstances, excercise strategic theory into the practice of enterprise development thought and direction. It has great signficance for SD company to deal with changing market circumstances,step off the business distress, achieve long-term, sustainable and rapid development.