The Study On Development Strategy Of Jiangsu Dajiang Wood Co., Ltd.

In recent years, with China's economic development pattern transformation and the construction of an innovative society, how to realize the high efficiency and low energy consumption and economic development sustainable has become the focus of public attention and research. As an important part of industry, wood processing industry in China after years of development has leapt to the forefront of the world. In this environment, the industry also need to industrial upgrading and transformation. The homogenization of competition and low-cost strategy urgently need to be adjusted. Higher intensity and the development from expanding scale to enhancing quality will be the future of the overall direction of development of the industry.Based on background research and study of the significance, the author clarifies the thinking way and methodology. According to the basic theory of strategic management and research trend at home and abroad, this thesis analyzed the interior and exterior environment of Dajiang Wood Company in Jiangsu province and with the method of PEST and SWOT, a systematic study has been carried on the company's development strategy. Considering the opportunities and challenges the company is facing, its weaknesses and strengths, the strategic orientation is put forward as following: under the environment of changing economic development model, make good use of its own good resources, with technological innovation and management reforms, turn the brand into a famous one in the domestic wood industry and a first-class enterprise leading both in market and technology. Meanwhile, three-step strategy is given, confirming a competitive strategy combining cost leadership and diversity. Finally a functional strategy is suggested from five prospects: human resources, marketing, production, finance and research & development. With the implementation of the above strategies, the accomplishment of the company's goal will be guaranteed. HR strategy includes adjustment of organization, enhancing the planning of human resources and making sound HR managing system. Marketing strategy focuses on development of new products and improvement of current products' quality and function. Products at different levels should adopt different pricing tactics. Low-level products' prices should be bases on the cost and profits while high-level products' prices on the brand value and how much the consumers will pay for it. Marketing channels and promotion methods should be expanded. Production strategy includes standardized construction of production, mixed production strategies and orientation of high-tech products. Financial strategy involves strengthening financial accounts, cost control and scientific funding management. HR strategy includes enhancing external cooperation, clarifying motivation system and strengthening property management.