Research On The Development Strategy Of Rapoo Technology Company

Dependent on the rapid development of the IT industry, trades of keyboard and mouse have expanded continuously in the past dozens of years. As the society becomes more and more diversified, the individualized pursuit of customers has already turned computer peripherals like keyboard and mouse from simple input and output devices into fast moving consumer goods of fancy electronics. The coming of the mobile internet era makes mobile terminals, represented by tablet PC, the core of digitalized life in replace of traditional PC. This great change in the industry that keyboard and mouse depend on can be both opportunities and challenges for all the enterprises in trades of keyboard and mouse. At the same time, the booming of e-commerce, a serious blow on traditional business mode, makes the entrance to trades of keyboard and mouse easier in certain degree, which adds threats from new comers to the trades.With the increasing of labor cost in China, the cost of keyboard and mouse enterprises as well as the whole manufacturing industry has been constantly rising. Under this circumstance, human labor will be inevitably replaced on a large scale and industrial robots will erupt afterwards, which brings un-precedent opportunities to enterprises experienced in automated production.This thesis studies on Rapoo Technology Company, the largest manufacturer and distributor of wireless mouse competitive in technical research and brand impact with the unique advantage of professional program team in automatic system integration. After a comprehensive analysis with the application of SWOT on Rapoo Technology Company’s external circumstances including opportunities and threats, and internal conditions including advantages and disadvantages, the thesis proposes that Rapoo Technology Company should seize opportunities of the rapidly developing keyboard and mouse market and the imminent eruption of industrial robot market with full use of its own technology and brand advantage, and implement the strategy of technology diversification. The core of this technology diversification strategy, as the thesis points out, is to develop actively new products on the basis of wireless technical application and expand businesses centering on keyboard and mouse, while involve in the field of industrial robot integration with its automatic production experience and exploit robot integration on the basis of automation as the new source of economic growth.There are seven chapters in this thesis. The first chapter mainly introduces the background, method and potential innovation of the research. The second chapter involves relative literary review. The third chapter analyzes Rapoo Technology Company’s external circumstances from macro and industrial points of view. The fourth chapter comprehensively analyzes Rapoo Technology Company’s internal conditions, including its management, operation, technological research and human resources. The fifth chapter provides Rapoo Technology Company with a proposed development strategy after all these analyses. The sixth chapter makes an implementation plan for the strategy as well as analyses about and a management plan for foreseeable risks. The seventh chapter consists of conclusion, research prospects and future research plan.The thesis, as a comprehensive analysis and exposition over the motivation, core, objective, implementation and risk management of Rapoo Technology Company’s development strategy of technology diversification on the basis of analyzing the macro circumstance and developing trends of keyboard and mouse industry, provides reference not only for Rapoo Technology Company to develop technology diversification but also for other keyboard and mouse enterprises to make their own development strategy and implementation plan.