Study On Development Strategy Of Wanli Tire Co. Ltd.

Enterprise development strategy is a long-term overall planning to confront changes of the internal and external environment in a company. It involves lots of different strategies of the enterprise and offers direction of development in the future of enterprises. China is the world’s tires consumption, and it will become the largest tire production country. There are a lot of opportunities in the tire industry. However, the unplanned and disordered industry development makes many enterprises only adjusting the product structure and varieties, attaching importance to short-term interests except paying attention to the growth and development of the enterprise strategy. The situation caused intense competition, excessive production, poor quality, and homogenized production in domestic tire market. It is necessary to build their own core competitiveness if enterprises mean to a long-term development. The core competitiveness is a kind of comparison ability compared with other enterprises in the market competition. And, companies obtain advantages of competitive via configuring and creating resources. Moreover, the core competitiveness also determines the position in an industry and the benefits in economy.The article named "Study on the Development Strategy of WANLI Tire" try to making a guidance and directional development strategy through a comprehensive detailed analysis. From the basic situation of the company, this paper has made an objective analysis of the internal and external, micro and macro environment. At the same time, the paper has evaluated the internal environment and accurately analyzed the advantages and disadvantages, the opportunities and challenges of the enterprise. On the basis of that, the development strategies were conducted. According to the actual situation, the firm’s overall strategies are Differentiation and chaining operation strategy. The paper also offers concrete and operable measures, including innovation of organization and management, construction of channels, cultivation and development of talent, Quality management and cost controlling; the construction of enterprise culture and so on.What’s more, the paper combines theory with practice to applying the general theory of strategic management to WANLI tire enterprise development strategy research, the paper Not only enriched the theoretical knowledge in practice that can supply instances of strategic management in tire industry, but also had important practical significance that can provides useful strategy for future development.