| The arrival of " Made in China 2025" indicates that China's industry has entered a golden age of rapid development.Mechanical processing industry occupies an increasing proportion in the national economy.Cutting tools,as an important part of the field of mechanical processing,have also maintained a vigorous momentum of development in recent years.In the field of cutting tools,the demand and consumption of the Chinese market are increasing year by year,and gradually become one of the most important sales markets in the world.China's cutting tool industry has broad market prospects and great potential for development,which also attracts the world's cutting tool manufacturers to join in.The competitive situation of the industry is very fierce,which has brought tremendous challenges to the strategic planning and development of cutting tool sales companies.Huachong Metal Trading Co.,Ltd is a wholly-owned subsidiary of Huachong Metal Trading Co.,Ltd.in China.It is responsible for the manufacture of Huachong cemented carbide and diamond tools in China.It has been nearly 15 years since the establishment of Huachong Metal Trading Co.,Ltd.During these 15 years,Huachong Metal Trading Co.,Ltd has realized the continuous improvement of economic benefits and the continuous expansion of its own scale,but at the same time,there are many problems in marketing strategy,channel management and so on.This paper takes Huachong Metal Trading Co.,Ltd as the research object,and analyses the development strategy of Huachong Metal Trading Co.,Ltd.By using the method of literature analysis and case study,this paper consults the development process and data of Huachong Metal Trading Co.,Ltd,analyses the problems and causes in the development of the company,and provides theoretical support and reference for the formulation of development strategy.With the help of advanced theory,analysis and practice methods related to strategic management,this paper compares the data of the company's operation and development,and analyses and evaluates the company's development goals,career spirit and business philosophy.This paper analyses the external environment factors of Huachong Metal Trading Co.,Ltd,and uses PEST analysis tools to analyze the macro environment of Huachong Metal Trading Co.,Ltd from four aspects: political,legal,economic,social,cultural and technological environment,as well as Porter's industry competition model.The internal micro-environment of the company is analyzed from the aspects of human resources,sales model and marketing policy.By using SWOT model,the strengths,weaknesses,opportunities and threats faced by Huachong Metal Trading Co.,Ltd are analyzed.The strategy suitable for the company's development are analyzed and selected.The strategy is implemented and the safeguard measures are formulated.In order to seek a better sustainable development in the future,Huachong Metal Trading Co.,Ltd should improve the human resources management system,implement talent strategy,and provide customers with more high-quality products and services under the guidance of the overall objectives.Increase market research,adjust measures to local conditions,formulate marketing strategies and preferential policies suitable for the market,and mobilize sales enthusiasm of agents.Strengthen the channel management of agents,foster potential small and medium-sized agents,and reduce the business risks of enterprises.We will try a new model of e-commerce platform,expand business channels,and expand the enterprise's own scale and business territory.Actively promote innovation,strengthen the realization of corporate social responsibility,and strive to achieve a leading position in the industry. |
PDF Full Text Request