YJY Company's Development Strategy Selection And Implementation Research

After many years of high-speed growth, China's economy is entering the medium-high-speed growth phase, and the economy has developed into the new normal from the pursuit of quantity to the pursuit of quality benefit.Refractories industry is a microcosm of the traditional manufacturing industry. With the rapid expansion of the refractory industry in terms of scale and market, a group of domestic enterprises have rapidly grown into enterprises with the important influence on the industry, and during the period, advanced foreign enterprises have entered into the domestic high-end market. Due to such factors as downstream industry overcapacity, slowing growth,and sharply declining profitability, the refractory industry faces more fierce competition. In the face of the new normal economic development, how to grasp the new opportunities of reform and development and how to cope with new challenges in the economic restructuring from the strategic level is a major practical issue to be solved urgently for the refractory enterprises.Based on the literature review and practical research, this paper conducts systemic research of the YJY company's strategic management – a model enterprise of the Chinese refractories industry. Firstly, this paper analyses the present situation and the bottleneck of the development of YJY company, analyzes YJY company's industry environment by adopting Potter's five forces model, and analyzes YJY company's internal resources and ability in terms of the product structure, human resources, raw materials supply, the ability of research and development, production and marketing ability, and brand influence. Secondly, it adopts the SWOT to analyze the basic positioning for the development strategy of YJY company, and puts forward the guiding ideology and basic principles for the all-round development of the company, and clarifies the development path of the company and the recent focus of investment. Thirdly, based on the above analysis, from the five aspects of the product structure optimization, the construction of scientific and technological innovation system, the enhancement of operational performance, the ownership structure optimization and the establishment of culture of innovation, this paper puts forward the proposals for the implementation of the strategy.