Research On Development Strategy Of Shenzhen Yunfa Group Co., Ltd

Shenzhen Yunfa Group Co., Ltd is a large shareholding company on road passenger transport. Benefit from the reform of Shenzhen Special Economic Zone, it has grown into a large company with the main business operation pattern in road passenger transport, public transport, taxi and the assistance operation pattern in car rental, online booking, logistics, small express transportation, property management. It has made a great profit during the years. However, with the rapid development of national high-speed railway passenger transport network, especially the Shenzhen subway and Pearl River Delta Intercity Rail, it will face a tough competition. Thus, a strategy adjustment must be on the way in order to face the challenge.This paper takes Shenzhen Yunfa Group Co., Ltd as the research object. Under the particular regional development circumstances, it analyzes the operation of the large and traditional road passenger transport enterprise, and focus on how to locate the business and market development directions; how to give full play to its own unique competitive advantage; how to seek for new development under new situation. This paper systematically analyzes the company’s external environments and internal conditions. It defines the company’s future development strategy and direction. The company should continue to adhere to the road passenger transportation as its core business and focus on the development of diversification strategy and expand new business so that to enhance the core competitiveness. In the meantime, the company should continue to improve the company’s management system and the corporate operation structure, reform the performance appraisal mechanism, strengthen the enterprise culture construction, and implement the brand strategy, etc. It will help to ensure the transformation of enterprise to develop the overall strategy of intensification, diversification, and energy-saving.