Research On Development Strategy For Beijing Guoze Tianxin Investment Advisory Co., Ltd.

With the development of domestic economy, more and more people seek to enhance the aesthetic taste. As one of the luxury goods industry with long history,jewelry industry gradually create a phenomenon, thus catch the attention of entrepreneurs. On the other hand, Professional jewelry design increases the barriers to enter the jewelry industry. How to find the development direction of the enterprise, to determine the strategic goals, to formulate a scientific development strategy, so that the enterprise become invincible in the fierce competition, is an important issue jewelry enterprises currently facing.This paper take Beijing Guoze Tianxin Investment Advisory Co., Ltd. as research object, use a combination of research methods, such as reading literature, tool analysis,comparison method, to discuss the company’s development strategy. Firstly, this paper reviews and summarizes the relevant theories of enterprise development strategy,focusing on the strategic analysis tools, like SWOT analysis, Porter Five Forces Model and PEST analysis. Secondly, we analyze the current situation, development trend and the competitive situation of the jewelry industry, the result shows that: the increasing entrance of leading international jewelry enterprises lead to the fierce competition in China market, China jewelry enterprises gradually develop into the operation mode of independent design-oriented, setting production, processing, and sales for the integration. According to Porter’s five forces model and SWOT analysis, we make a comprehensive analysis of the elements and the ability which Guoze Tianxin possesses,then clarifies the company’s strategic objectives and position, produces the overall developing strategy, business strategy and functional strategies. At last, obstacles may be encountered during implementation of the strategy, so we put forward the corresponding security measures, including five aspects, establishing effective human resources management mechanism, the enterprise culture construction, widening the channel of the jewelry sales, financial management and improving decision-making capacity, in order to enhance competitive advantage and ensure the effective implementation of the strategy.With large demand and policy support from the government in current jewelry industry market, despite intense industry competition, there is still large space for development. In this context, as the representative of small and medium jewelryenterprises, Beijing Guoze Tianxin Investment Advisory Co., Ltd with limited resource base and operational capacity, is suitable for building strategic alliances and market penetration strategy, while insists on differentiation competitive strategy to maintain the market competitive advantage. The development strategy research of Beijing Guoze Tianxin Investment Advisory Co., Ltd. not only guides the company’s strategic decision-making, but also provides reference and enlightenment function for other jewelry enterprises.