The Research On The Development Strategy Of LiuYang ShiJiHong Fireworks Manufacturing Co.,LTD

With more than1,400-year history, firework industry has been going through stages of invention, dispersion, rectification and promotion, and then entered into transformation era in2008motivated by the market mechanism and the policy guidance of Liuyang government.Now firework industry is in a period of sound development, with the social and economic development, we saw steady increase in international and domestic market demand. Firework has for years been the pillar industry in Liuyang, with the increase of industrial development and government management, it faces the crucial time of integration, normalization and standardization.As one of the most potential enterprises in Liuyang, it’s always a major task for Liuyang Century Red Firework Manufacturing Co.,Ltd to improve quality and modificate techniques, to seize opportunity in market competition, and to be a leading enterprise after two or three years.This paper set Century Red Firework Manufacturing Co.,Ltd as an example, firsly background, overview of firework industry and management theory is introduced, secondly PEST method is combined with Porter’s five-force model in analysis on external environment, thirdly company’s internal condition is presented, fourthly company’s opportunities, threats, advantages and disadvantages are discussed with SWOT matrix analysis to achieve strategic match. Century Red Firework Manufacturing Co.,Ltd has good chance for its development, meanwhile, is also facing fierce competition and various threats. Well-deserved reputation, strong research ability, abundant capital strength, complete administration and competitive market expansion ability are the company’s advanteges, while limited production capacity, small size, marketing talent deficiency are its weakness. And on that basis, this paper gives the company’s collectivity development strategy-vigorous growth strategy, describes concrete implementation strategy from brand, R&D, administration and culture aspects, draws up strategy implementaion guarantee and make a evaluation on strategy to ensure the accomplishment of company’s goal.In the research process, atrategic management theory and strategic analyzing tool are applied into the paper which has a strong handleability for company’s strategic positioning and plan implementation, also has reference value for other firework companies.