The Research On Development Strategy Motivated By Technology And Brand Of Jiangsu JYX Chemical Company

Recently as small and medium-sized enterprises(SMEs) grow quickly in China, SMEs are playing a more and more important role in China's economic and social development, and an irreplaceable role in enhancing employment and scientific and technical innovation. As business grows, out-dated management styles and lack of robust management systems will have a negative impact on the development of a company. Jiangsu JYX Chemical Company is a high-tech SME whose development process is typical among SMEs. After quick expansion in its early periods, the development of JYX hit a bottleneck due to lack of robust strategic management. As a result, a research on the development strategy of Jiangsu JYX Chemical Company has vital theoretical and practical significance which can not only provide a customized development strategy (including planning and implementation) for JYX, but also provide reference for the strategic management of other SMEs.This paper focuses on the development of Jiangsu JYX Chemical Company. The first part briefs the background and significance of my research, sorting out existing strategic management theories, both domestic and foreign theories. It lays the foundation for the analysis on the development of JYX. This paper employs PEST Model and Five Forces Model to analyze the external environment of Jiangsu JYX Chemical Company; and after an analysis on its internal environment, we examine the market structure, market behavior and market performance of the industry JYX belongs to with SCP Method. Based on the analyses above, we employ SWOT Analysis, EFE and IFE Matrix analysis to make a development strategy for JYX with a particular emphasis on the risks during the implementation of the strategy and the corresponding measures to control the risks.The innovative points of the paper include:(1) comprehensively summarizing domestic and foreign theories of strategic management of enterprises and briefly analyzing the theories; (2) employing SCP Method in the analysis, which helps to get a better understanding of the environments and opportunities of the company, laying a foundation for figuring out a reasonable strategy for the company; (3) on the basis of existing strategic management theories, designing a development strategy for Jiangsu JYX Chemical Company, that is to stick to the model of "technology and brand"; the analyzing process of the development strategy in this paper can provide a reference for similar high-tech SMEs.