Study On Development Strategy Of Sichuan Fanqing Furniture Industry Co.,ltd

As the development of China's economy, people's living standards continue to improve. The hotel business has achieved great development in the past few years. However, as the hold of the eighteenth National People's Congres, full-saving ideas are gradually practiced by more and more people. There is a sharp decline in the share of high-end consumer market; therefore, hotel furniture industry received a strong impact. At the same time, with the increasingly market competitive environment, Sichuan Fan Qing furniture Industrial company is facing great challenge,especially in high-end hotel and office furniture market. How to use Sichuan Fan Qing company's technology and resources, grasp opportunities that exist in the current market, and flexibly response to industry trends and form a new competitive advantage of enterprises is an important issue that the Fan Qing company is facing. This paper use the strategic management theory to study Sichuan Fan Qing company's development situation from macro to micro point; and choose the best development direction with the strategic management theory.On the basis of studying the strategic management relevant literature, this paper analysis company's development strategic by three-stage: strategy analysis, strategy formulation, strategy implementation and security. first of all, analysis Sichuan Fan Qing company's product general situation and market positioning from the past five year's marketing data; Then from four aspects of politics, economy, society, technology,using PEST, Porter's five forces model and SWOT analysis and other tools, analyzes the opportunities and challenges in the current situation where the company hotel furniture industry is facing, and summary the future development trend of hotel furniture industry.. On this basis, selects the "diversification" strategy as the company's business strategy. And expands to the four-star hotels, high-end custom furniture, garden furniture and other markets, which provides a wide range of products. Makes the "total cost leadership" strategy as the company's competitive strategy for large-scale manufacturing, and reduces costs, then produces economic quantities. Finally, describes the market, management, brand goal of the company. Chooses the "growth and cultural" mode as the strategy implementation model, and pointed out six specific strategy implementation direction, which played a theoretical guiding role in the prosperity and development of Fan Qing company.