DH Company Competitive Strategy Research

Chip resistance is one of the most important basic components, but also an important component of the electronic information industry. In recent ten years, the rapid development of the global resistance industry, the annual growth rate of more than 10%. In the global film resistance industry distribution, the Japanese enterprise technology level ahead, South Korea, Taiwan enterprises, the Chinese enterprises are the lowest level. Film resistance industry is one of the industries of global competition, the industry has entered a mature period of its life cycle, the size of the more concentrated, the homogenization of competition is very serious. Domestic film industry development started late, the overall level of technology behind the international counterparts, the domestic enterprise technology R & D investment is insufficient, Multi-National Corporation squeezed in the industry chain of low-end, high-end product development ability is weak, product structure upgrade slow. After the 2002 and 2008 global economic crisis hit, the chip resistor industry has a certain scale of the domestic funded enterprises, remaining DH company, the domestic market is mostly occupied by Taiwan funded enterprises.DH company is the largest manufacturer of chip resistor, is the main board of listing Corporation Fenghua Gaoke company affiliated enterprises. DH company ranked eighth in the global industry, technology has surpassed the domestic counterparts, to reach the level of 2 of Taiwan, South korea. DH company is faced with the difficulty of small capacity is small, the technical ability is in the medium level, the technical ability of the competition is less than the Japanese enterprises, the scale of the cost of competition is less than the Taiwan enterprises, the position in the industry is more awkward. In recent years, the development of strong competition pressure, the development of the international peer pressure.Based on the combination of theory and practice, this paper first expounds the related theories of domestic and foreign competitive strategy, introduces the general situation of DH company and reviews the development course of the company, then analyzes and studies the difference strategy and DH company's differentiation strategy through the combination of theoretical and empirical analysis. And then develop the competitive strategy of the company, in the market to avoid the size and price of the giants to compete with the price, to take the difference between the technical and service measures, the occupation of a specific customer groups and market areas. At the same time focus on improving the ability to enhance technological research and development, through independent innovation, the introduction of absorption, mergers and acquisitions, technical cooperation and other strategies, so that the company's ability to compete gradually beyond Taiwan, South Korea, to reach the level of Japanese counterparts, to become the world's leading companies in the same industry.Finally, this paper puts forward that the enterprise should want to obtain the competitive advantage of the sustainable differentiation, in the competition should be more than the establishment of differential, and not a single business elements of the difference. Should be from the product technical ability, service ability, management ability, marketing ability and other aspects to start, to build a full range of different patterns, access to competitive advantage. This article through to the DH company's competitive strategy comprehensive, scientific research, for other in the full competition environment in the electronic component enterprise to provide the reference, has certain innovation and the reference value.