Hresearch On The Development Strategy Of WX Electronic Company

With the rapid development of economy,people's living standards improve,the performance of the pursuit of a higher quality of life,from the emotional consumption gradually increased to differential consumption,consumer demand for products can reflect the personality.Consumers are no longer just the end of the industrial chain,but also the beginning of the industrial chain,which is directly involved in the production and service of personalized products,while enhancing their own purchasing experience.The rise of e-commerce platform,not only will be personalized,decentralized market unity,while shortening the distance between consumers and producers,and thus promote the transformation of the traditional mode of production to customized production model.This paper takes WX electronics company as a case study.Specializing in the production of thin film switch,metal nameplate and other products,is a small and medium enterprises such as ODM.2014,the successful implementation of the transformation and upgrading of enterprises,customized business expanded from the line to the e-commerce platform,manufacturers and customers to achieve a "one on one" intimate contact.The enterprises are facing fierce competition in e-commerce platform,customization and low profit industry bottlenecks and other issues,the need to develop appropriate characteristics of enterprise development strategy,provide guidance and decision-making basis for the sustainable development of enterprises.This paper uses the enterprise strategic management theory and related knowledge,through the literature research method,case study method,investigation method of three kinds of research methods,a detailed study on the development strategy of WX electronics company,in-depth analysis,formulate the development strategy for WX electronic current.Firstly,based on the study of enterprise strategic management theory,in-depth analysis of the company's industry is facing political and legal environment,economic environment,science and technology,environment and industry competitiveness of five kinds of membrane switch,external environment,summed up the external environment for enterprises to bring opportunities and threats.Secondly,field research enterprise specific profiles,using case study method from small and medium-sized enterprises,e-commerce platform,carries on the analysis to the enterprise internal financial resources,material resources and human resources and production ability,marketing ability and management ability in many aspects of customization industry,summed up the advantages and disadvantages of enterprises;thirdly,through SWOT matrix and,combined with the strategic objectives of the current business,the company strategy related diversification strategy,business strategy for differentiation strategy;finally put forward the development strategy of safeguard measures,to ensure the realization of the overall business strategy.