| Hunan Va nguard Group Co, Ltd. is a military product based and military-civilian product combination type defense military enterprise. The enterprise is located in the mo untains of Xiangxi, Huna n with a century of history; in the 1980 s, the ente rprise is renowned in the countr y for Baiyun refrigerator. In the late 1990 s, refrigerator production reduced year by year and gradually exited the market. The enterprise developme nt entered trough period. In 2000, the enterprise firstly impleme nted civil-military products division bankruptc y in industry, and impleme nted the strategy of develop ment by technology; i n 2001, the enterprise cooperated with National University of De fense Technology and established joint R&D center in C hangsha, and created new technological develop ment pattern of producing, learning and researching integration; in 2007, the enterprise depended on military product and placed the new investment mainly in C ha ngs ha. Strategic developme nt center is gradually shifted from mo untain area to center city, which funda mentally solved the proble m of the enterprise long-term developme nt; in new era, facing complex domestic and international environme nt a nd rising competition, the enterprise urgently needs more scientific, reasonable and effectiv e strategic develop ment planning.This paper studies the develop ment strategy of Hunan Va nguard Group Co, Ltd. using modern e nterprise strategic ma nage me nt theory and tool. First, using PEST analysis method, we summarize the enterprise's domestic and inter national political and econo mic situation. B y analyzing the defense and military ind ustry, we draw conclusion that the enterprise is still at the favorable opportunity of defense industry's rapid development. Using Porter's five forces model, we analyze th e enterprise's civilian product, and draw conclusion that the key to civilian product developme nt is fast production scale expansion and processing capacity i mprove ment; second, by combing the enterprise's technical resources, human resources, financial status and other internal resources, we draw conclusion that the enterprise's core co mpetitiveness is possessing so me mo nopoly military product resource advantage, and the ke y to develop ment is further opti mization of Two Places and T hree Areas layout struct ure adjustment; consequently we find out the enterprise's advantage and disadvantage, opportunities and threats it is facing. We point out that the biggest bottleneck restricting the enterprise's development lies in unreasonable layout. On this basis, we l ook for enterprise's development direction and path, then using SWOT analysis method, select and determine the enterprise's overall strategy, corporate strategy and business developme nt strategy. We suggest adopting growth expansion strategy, that is, with good industr y environment and exceptional resource advantage, increasing investment in the enterprise's core business to achieve expansion and developme nt; s ubseque ntly, we present the impleme ntation and safeguard measures in corporate governa nce structur e, huma n resource, information technology, corporate culture and other aspects.Through this study, we propose targeted and actionable develop ment strategy to the enterprise, which has certain reference to similar defense industry enterprise's strategic choice. |
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