Research On The Competitive Strategy Of Guangxi Haiway’s Micro-Projector Business

Compared with the common consumer electronics products, micro-projector lies in a limited market size and marginalized position among the consumer electronics market. Nevertheless, micro-projector product still represents the development of modern electronic science and technology, electronic entertainment media, owning the irreplaceable role in education, marketing and numerous personal entertainment than ordinary projector. With the further development of science and technology and the Internet communication, Internet marketing, people’s entertainment, information communication becomes more convenient. Micro-projector, represents certain personalized trend, influence in the population is also increasing, and the overall market has also been enlarged. However, most of the total 20s micro-projector companies’ scale, technology skill, services ability and market share have not so much significant difference. So the competition in the industry is in a stable state, neither too much competition, nor rapid development.Under this condition, if a company can establish a competition advantage in this industry, developing stronger and eliminating lack competitiveness of the industry, effectively avoiding malicious competition competitors, it’ll benefit for the development of micro-projector industry and products long-term strategic.Based on Guangxi Haiway Electronic Technology Co., Ltd. (i.e. Guangxi Haiway) market states, combined with practical, using Porter’s five competitive forces model to analyze, and then refer to Porter’s three competitive strategy, Guangxi Haiway should be choose Focus Competitive Strategy. To guarantee the implementation of the strategy, use the value chain model of the nine factors makes propose feasible measures.This paper argues that the fact of Guangxi Haiway’s brand influence in micro-projector field is not prominent, with the big threaten of the major suppliers and substitute goods, but Guangxi Haiway owns professional advantage in the manufacture of micro-projector of OEM and ODM experience. Focusing on OEM business and optimize enterprise value chain, establishing Focus Strategy, improving the internal management levels and external service levels, through the chain of customer value and create competitive advantage to ensure the company’s competitive position in the industry to achieve the purpose of the company’s competitive strategy.