Shenzhen Zwl’s Development Strategy Reserch

Since "Subprime crisis" in2007, the world economic development are showing recession economy, hereafter, cannot find any improvement on it, the consequences for the world and China economic are getting more and more worse. For escaping the recession economy, the government in China encourages "Domestic demand" consumption, as well as some policies to regulation and controls the real-estate market overheat. Most of the policies are getting positive impacts for ZWL. ZWL Company was founded in1992, is located in Shenzhen service for producing computer accessories and finished-goods processing, it is a privat company. In the recent years, the main business of ZWL are decided to convert to be commodities development and operation.Strategy management theory are using by ZWL on this article, the research object is included PEST and Poter’s five forces model for ZWL to analysis the macro-environment and compare the other competitors, list out the positive external opportunities and challenges, and through external factors evaluation matrix (EFE) on company macro-economic and the industry factors for analysis and evaluation, for more easy to understand the internal problems, at the same time, using (IEF) for the company rating to define the advantages and the disadvantages of the company. Company are using SWOT analysis for their marketing strategies for define the company’s core business and business position, planning, developing corporate and competitive strategy of the company, thus, the company decided to expand the market share and looking for more business potential area, investing to the new product development strategy and focus on subdivision market, for specific market provides more suitable marketing strategy, for implement the these strategies, company has developed the way for established such as improving the organizational structure, the improvement of financial management and other related strategy implementation measures and strategy implementation and control system.The research of this article, combining management theory and business practice, struggle with the analysis and strategy development process more scientific and reasonable, hope that these studies have implications on other similar companies.