The Study On Development Strategy Of Guangdong Xingyi Decoration Co., LTD

At present, China’s decoration industry is not fully formed a high-quality, professional decoration industry. Compared with other industries, the general has a series of problems of professional level is low, the enterpries leves, vicious price competition. In this case, the consumer demand increasing, the pursuit of a more personalized decoration style, make China’s decoration industry has entered a more intense competion environment.Strategy must match the environment and adapt to the change and development of environment. As the change of internal and external environment, corporate strategy also needs to be changed accordingly. This article takes Xing Yi Decoration as the research object, and put forward a new strategic plan based on its internal and external environmental analysis.First of all, this paper introduced the research background, research significance and content. Meanwhile, we made a brief review of related literature and then cleared and definited the research questions and ideas.Secondly, we made an internal environment analysis about Xing Yi Decoration in this paper, and combed the development history and the growth path, and then its resource capability is analyzed specially based on foregoing analysis.This article cleared and definited the advantages and disadvantages of Xing Yi Decoration through the analysis of internal environment.Then, this paper investigates the external environment of Xing Yi Decoration, mainly includes the macro environment and industry competition structure analysis, it also analysed the main competitors. Through the analysis of external environment, we know the opportunities and threats of Xing Yi Decoration.Finally, based on the internal and external environmental analysis, we proposed the differentiation competitive strategy of Xing Yi Decoration. In order to guarantee the strategy being carried out smoothly, this paper also formulated the strategic implementation plan in detail.