Research On The Stragetic Of Transformation And Upgrading In Quanzhou Fengze Polyester Resin Handicraft Enterprises

This paper reviewed the development history of valley resin handicraft, which began in the early 1990 s, and formed the related industrial clusters rapidly. However,market demand in European and American has continued to decrease as the international financial crisis expanding in recent years. Resin handicraft enterprises affected by the changing domestic and international economic policy, such as export rebate rate, more stringent import standards, appreciation of the RMB, rising production costs and trade barriers. Now these enterprises facing unprecedented difficulties. At the same time, with the development of urbanization, and the policy of“Reduce the second industry and Development of the third industry” and fierce peer competition from the surrounding counties(such as labor, land, etc.).In addition,the low technology and disorder market competition bring more unprecedented challenges to resin handicraft enterprises in Fengze.In this paper, it introduces the background and the meaning of resin handicraft enterprise research in fengze, then analyzed its domestic and exotic economic situation by the application of life cycle and demand and supply theory. Through detailed questionnaires on some enterprises and in-depth interview of KuiSheng handicraft co., LTD., then concludes some problems and summarized effective experiences in the process of transformation and upgrading which could be provided to other resin handicraft enterprises.In the chapter fifth, author put forward theoretical basis for resin handicraft enterprise by using the Michael Porter's Five Forces Model and SWOT analysis.Then it advances countermeasures and suggestions of the whole industry of resin handicraft in fengze, which provides a practical method of strategic transformation. it proposes practical countermeasures from technology,marketing, brand, management, and industry alliance strategy and suggest some supporting measures from industrial zone, finance, personnel,government policy.Finally, it summarizes the main points and Put forward the content of further research.