Research Of Shenyang Fusen Decoration Co. Ltd.’s Competitive Strategy

Along with the rapid development of our country’s market economy and urbanization process, people’s living standards continued to improve, and the proportion of privately owned residential increased constantly. For this reason, the residential decoration industry with Chinese characteristics, also known as "Jiazhuang industry" was born. During "the Tenth Five-Year Plan" China implemented expansionary fiscal policy to support the real estate industry to flourish, which also drove the development of "Jiazhuang industry" at the same time. But in recent years, as gradually standardizing the regulation of the industry and increasingly fierce market competition, the residential decoration industry is faced with the situation of re-shuffling. How can a decoration company formulate feasible competitive strategies and seek way for survival and development in this fierce competitive market has become a Problem to be solved.This paper takes Shenyang Fusen Decoration Co. ltd. as the research object. Firstly, it analyzed the macro external environment of the company thoroughly by way of "PEST" analysis, then applied "Porter five forces analysis" for residential decoration industry’s structure, along with analysis of the company’s interior conditions, arrived at the company’s "opportunities" and "threats","strengths" and "weaknesses". Then by SWOT analysis, the paper provided Fusen company with the suitable competitive strategies, strategic objective and strategic planning. At the end of the paper, enterprise system innovation, organizational structure rebuilding and business process reengineering, human resource management improvement, customer relationship management introduction, marketing approach innovation are requested for the smooth implementation of strategies.For the more, competitive research of China’s Jiazhuang industry lags behind other fields’, so we hope to provide primary reference for other Chinese decoration company.