Research On The Re-Enactment Of DKHY' Business Strategy

Under the new wave of cloud computing and big data technology,in the face of opportunities and challenges brought about by key technological changes,business model iterations and innovations,DKHY,a startup company hatched in the state-owned technology groups,whose core business is to provide cloud computing and big data platform products and technical services for a wide variety of industries,hopes to build a leading brand of China's industry cloud through marketization,enterprization and capitalization.DKHY Company encountered serious deviations between the development plans and the actual situations in the initial stage of operation.Not only was the revenue completion rate low,but more importantly,the market direction was ambiguous,the product form was complex and the business model was confusing.All these made a serious crisis.The board of directors and the management quickly responded by bringing together internal and external experts in business and technology,using analysis tools such as PEST analysis,BCG matrix,SWOT analysis,etc.,combined with the focus strategy and differentiation strategy theory to reenact DKHY's business strategy.On the one hand,through market and product focus,the company locked its market positioning in two alternative strategies: "industry cloud-software-based strategy" and "industry cloud-hardware-based strategy",and by the use of QSPM matrix the company determined the only business strategy;with its business strategy and existing customer base,once again the company used QSPM matrix to subdivide the target market into smart city,operators,finance,energy,public security/ prosecution,transportation,water conservancy and military.The selection finally determined smart city,public security and military as the core developmental businesses,while operators,prosecution,transportation and water conservancy were the key hatching ones,giving up finance and energy.On the other hand,based on the re-enactment of business strategy,through the differentiation strategy theory,the company management combined the internal and external market environment and its own business characteristics,referred to the business model of AWS,and designed a competitive strategy of DKHY.Ultimately the company's overall business strategies shaped.The research of this thesis is based on the real case of the author's own service company.We hope to research on the role and the meaning of the focus strategy and differentiation strategy in DKHY company's actual business activities,by management tools,through exploration and practice in new fields of technologies and markets such as cloud computing and big data.Therefore,this study will have some profound theoretical significance and practical guidance for state-owned start-up companies.