Research On Development Strategy Of Tianhua Company

In late years of twentieth century, China woodworking machinery industry constantlyrose and development. At present, the number of employees of the industry amounted tohundreds of thousands of people, large scale enterprises have more than200, mainlylocated in Yangtze River Delta, Pearl River Delta and the northeastern and northernChina.The rise and development of this industry has brought economic value and socialbenefit for our country.In recent years, China’s economy has maintained rapid and stabledevelopment, it provides a good development environment and conditions for thewoodworking machinery industry. China’s accession to the WTO provides a goodinternational market environment for the industry, and makes it fully use of domestic andinternational two resources. In addition, some foreign capital to see China’s economicdevelopment and the industry needs to provide opportunities, but also a large number ofinvesting in the market of China through joint venture or equity participation in. Thissituation is not only pressure but also an opportunity, China woodworking machineryenterprises how to respond to the challenges of development, is an important research topic.This paper takes Yuncheng Tianhua Machinery Limited Liability Company as theresearch object, discusses the major issues related to the formulation of developmentstrategy. Firstly, this paper expounds the corporate strategic management theory andmethods, the development condition of the domestic and international woodworkingmachinery made a summary analysis. Secondly, based on the overall situation of thedevelopment of the industry, development strategy theory and methods of enterprisedevelopment, the company’s internal and external environment analysis, SWOT analysismethod to establish the development strategy of the company.Thirdly, based on the analysisof the strategic mode, puts forward the planning scheme of the company developmentstrategy. Finally, in order to ensure the effective implementation of the developmentstrategy, put forward a series of major reform measures.The results of this study show that, the company should make full use of its advantageto bring Sino-German joint venture, actively respond to changes in the market challenges,through the strategic business process reengineering, supply chain collaborativeimprovement and other important measures, establish the competitive advantage, finallybecome the forefront of the industry. The research results of this thesis have certainreference significance for other companies in the same industry development.