Study On Competitive Strategy Of Huaxing Photoelectric Company

Display panel is the most important component in terminal electronic display products.As the world's consumer market of electronic terminals,China has been subject to restrictions from Korea,Japan and other countries in the field of display panel.In 2008,China took advantage of the opportunity of re-shuffling the financial crisis industry,vigorously developed the display panel industry,and issued relevant national policies to support it.Accordingly,China's display panel industry entered a period of vigorous development.Under this background,Huaxing Optoelectronics Co.,Ltd.has been growing rapidly and has made certain achievements in conformity with the industrial development environment.But at the same time,in the current fierce market competition environment,Huaxing Photoelectric Company is facing the enormous challenges brought by such factors as the increase of production lines,the acceleration of technological innovation,the serious homogeneity of products and so on,which has brought challenges to the sustainable development of Huaxing Photoelectric Company.Huaxing Photoelectric Company was formally established in2009.It mainly develops and produces TFT-LCD(thin film transistor liquid crystal display).At present,there are six production line projects in operation.The products include small and medium size mobile terminal panel and large size TV panel.The main products are medium and low-end TV display panel.In the world LCD TV industry,the number of shipments ranks fifth.Facing the fierce market competition and the ever-changing industry environment,how to consolidate and expand the advantages of enterprises and improve their competitiveness is an urgent problem for Huaxing Photoelectric Company.Huaxing Photoelectric Company was formally established in 2009.It mainly develops and produces TFT-LCD(thin film transistor liquid crystal display).At present,there are six production line projects in operation,including small and medium-sized mobile terminal panel and large-sized TV panel.Among them,low-endTV display panel occupies the fifth volume of shipments in the world LCDTV industry.The product advantages are obvious.In the fierce market competition and the rapidly changing industry environment,how to consolidate and expand the enterprise's advantages and improve their competitiveness are as follows: At present,Huaxing Photoelectric Company needs to solve the urgent problems.This paper focuses on the analysis of Huaxing Optoelectronic Company's competitive strategy,and expands the analysis of its competitive strategy with the relevant theory of enterprise competitive strategy.Firstly,the general situation of Huaxing Photoelectric Company and its development status are analyzed in order to clarify its internal resource capacity,and the problems faced by the company in its development are analyzed.Secondly,using Porter's Five Forces Model and PEST analysis method,Porter's Five Forces Model and other tools,the market competition environment and external macro environment of Huaxing Photoelectric Company's LCD panel industry are analyzed.Through the analysis,it is found that the LCD panel industry of Huaxing Optoelectronics Company has received the key support of our government.It is in the stage of positive growth in the market environment,and has good prospects for development.Moreover,due to the high capital and technology threshold of the industry,the potential entrants have fewer opportunities.But there are also problems such as falling product prices,fast innovation of new products and technologies,the threat of monopoly in the upstream of the industrial chain and overcapacity.Through the analysis of the internal and external environment of Huaxing Photoelectric Enterprise,the competitive situation of Huaxing Photoelectric Company is revealed through SWOT analysis method,and its specific competitive strategy is analyzed.Through the analysis of the company's vision and competitive objectives,the competitive strategy of combining high differentiation with low cost is put forward,and then the innovative product and service system,technological improvement and production improvement are constructed.In order to ensure the smooth implementation of the competitive strategy,the strategic implementation plan of quality,industrial chain integration,etc.is put forward to construct the new competitive advantage of Huaxing Photoelectric Company,and the safeguard measures of organizational structure,human resources,suppliers and so onare put forward.It can provide reference for Huaxing Photoelectric Company to improve its market competitiveness and position,and also help Huaxing Photoelectric Company to cope with future market changes,promote the smooth implementation of the company's strategy,and ensure long-term stable growth of performance.