Dare Wood-based Panel Group Asset-Light Commercial Ecological Chain Model’s Establishment And Operational Research

With the Macro-Control policies introduced gradually, the home product industry incurred a heavy loss in2012, even now, we still can not see the hopes of a industry recovery. The effect of home product industry is also affects its upstream product suppliers--wood-based panel industry’s competition is particularly fierce. As the largest wood-based panel supplier in Asia-Dare Wood-Based Panel Group, because of their product orientation and other factors, Dare wood-based panel’s price is higher than the same industry. Dare wood-based panel need to make new breakthroughs in their marketing because of the homogenization of the products of wood-based panel. There is no overall marketing operation model of effective, its production and operation will be seriously affected and restricted, especially the eight wood-based panel bases also will be affected.Therefore, Dare have to make use of their own advantages and overcome the disadvantages to resolve the competition operational strategy model. Dare must break through siege successfully with their effective operation-ability and occupy a commanding height of the market, only after this can Dare lay a solid foundation for the large overall strategy. On the basis of using the foundation of strategic management and marketing theory, this paper combine micro and macro as far as possible, also combine qualitative and quantitative analysis. We has conducted the thorough research about the competitive business model of Dare Wood-based Panel Company to explore multidimensional insights, the purpose is to study the feasibility and operability of the limited monopoly by the asset-light business ecological chain.First of all, this article analyses and evaluates the effect of Dare external environment from the national macro-control, industry status, market competition and industry environment. This article think that Dare wood is facing a good opportunity from the country to vigorously promote the process of the city, at the same time Dare is also affected by the restriction of our national control policy of real estate, and is also encountered a siege from all over the wood-based panel manufacturers of low-cost strategy. In the fierce market competition, either Dare adopt more effective methods to deal with future market by Considering the overall marketing operation model or Dare use low-cost strategy, too. While the low-price strategy will affect the overall interests of Dare Group, especially as the largest wood-based panel supplier in Asia, Dare’s eight wood-based panel manufacturing base will have to reconsider the restructuring of production factors in the low-cost strategy, as a listed company, letting shareholders’profit more should be Dare’s first goal, therefore, this article proposes to optimize the overall marketing operation model and to build a new model of marketing strategy should be the present task of Dare Group.Secondly, the article analysis the background of the homogenization of wood-based panel industry scientifically, the internal conditions of Dare enterprises are analyzed with the core competitiveness theory, the analysis of Dare in all aspects of advantages and disadvantages points out the importance of establishing the new mode of strategic marketing.Finally, the overall marketing operation model should be adopted in Dare Group by researching Michael Porter’s Five Forces Model. After a large amount of data comprehensive analysis the article determine that Dare’s marketing should establish business ecological chain to asset-light model, in order to realize the overall strategic marketing breakthrough, and even do a limited monopoly. About the establishment of commercial ecological chain in the asset-light model, the article proposes some measures to support for the implementation of the new model of Dare strategic marketing from the overall organizational guarantee, resources, core competence, marketing strategy, business ecological chain cycle, etc. The article puts forward some suggestions to deal with the possible risks and respond in this new model of operation, in order to help and promote Dare’s new strategic marketing model success.