Research On The Competition Strategy Of JY Ceramic Tile Company

In China’s economy has entered a low growth environment for the new normal, with the downturn in the real estate industry, home decorative materials industry in China after 30 years of rapid development and expansion of production capacity, serious overcapacity and homogenization followed. How to develop a competitive strategy in the fierce competition to gain a competitive advantage, a number of home decorative materials enterprises are facing this problems.In 2009, the JY tile company through strategic adjustment determined "marble tile expert" as the enterprise strategic positioning, focusing on the "marble tile" the difference of a new class of alienation, the implementation of differentiation strategy and focus strategy successfully avoid the direct competition with major competitors, just six years sales increased 5 times, from a small and weak brand rapidly becoming the industry benchmark brand. The JY tile company as a case study, through the competitive strategy, strategic positioning, and implementation of the strategy research, has a certain reference value to the current home decorative materials enterprises in how to formulate competitive strategy.In this paper, first of all, the use of PEST analysis, Porter’s five forces model, industry life cycle, competition situation matrix (CPM), enterprise resource and ability etc. analysis method to carry on the system analysis on the internal and external environments of the JY tile company. Then, use the SWOT analysis tool to carry on the strategic choice analysis on JY "the marble tile expert". Subsequently, comprehensive analysis on the JY ceramic tile company’s competitive strategy, as well as the implementation of the strategy and security measures. Studies have shown that in the homogenization of competition, create the unique value of the location can help companies gain a strong competitive advantage. At the same time, through the study can be found, JY ceramic tile company’s competitive strategy also has some of the potential risks need to be protected in the late development process. Research on the JY ceramic tile company competitive strategy for the current home decorative materials enterprises to develop a competitive strategy has a great significance and inspiration.