Research On Competitive Strategy Of M Lighting Company

Along with the rapid development of China's economy,national policy support for urbanization and also the important international evens that held in China,such as the Olympic Games,World Expo,APEC Conference and G20 Summit,people pay more attention to the lighting.The vigorous development of the lighting industry attracts more competitors.However,due to the global economic downturn since 2008,the development of lighting industry is also facing various challenges,especially the architectural lighting engineering that seriously influenced by national regulation of real estate policies.Facing the complex environment of opportunities and challenges,in order to maintain the rapid development in the fierce competition,lighting engineering enterprises must develop new competitive strategies to strengthen their competitiveness.Research question is M company,as an representative lighting enterprise in China,how to strengthen its competitiveness and break through the market dilemma to occupy more market share or create a higher return.This becomes a serious issue.It adopts the methods of investigation,induction,literature research,and case study.From the perspective of enterprise competitive strategy,this paper introduces the research background and M company.And then,forwards "two-track" competitive strategies:differentiated competitive strategy and allied competitive strategy.It adopts"five force" model,SWOT and the value chain analysis methods for the study of industry and M lighting company.Through improving the organizational structure,completing the talent mechanism,reinforcing financial control,enhancing leadership's abilities,being strict in company management and optimizing the industrial chain,a security system of strategic implementation could be provided.Then M company's comprehensive competitiveness would be enhanced.The conclusion comes two aspects:(1)according to M company's actual situation,differentiated competition strategy for brand,technology,service and business model can enhance its internal competitiveness;(2)the allied competitive strategy,in four different ways,could support enterprise to gather external resources and then create new competitiveness,which adapts to the trend of the lighting industrial development.The research not only proposes a reasonable competitive strategy for M company,but also provides theoretical reference for other lighting engineering companies.