Research On The Development Strategy Of Baotou Tianshi Rare Earth New Materials Co., Ltd

Rare earth is an important strategic resource in China,which is widely used in national economy,national defense industry and various fields.Baotou is an important basic industrial base and global light rare earth industry center,known as "rare earth capital",rare earth permanent magnet industry has formed a "praseodymium and neodymium metal-NdFeB permanent magnet materials-terminal application products" rare earth permanent magnet industry chain.At the same time,the rare earth permanent magnet processing enterprises in Baotou City still lack large scale leading enterprises,including the small and medium-sized enterprises of Tianshi Company,whose development scale needs to be expanded urgently.In addition to relying on external policy support in the development of enterprises,it is also necessary to actively plan development strategies.Improve one's own competitiveness.In this case,this paper uses the literature method,theoretical method and case analysis method to select the development strategy of Tianshi Company to study,analyze its current situation,existing problems and put forward the strategic design in line with the development of the company.This paper mainly through PEST analysis,Porter five forces model analysis,SWOT analysis and qualitative analysis of resources and capabilities of the company to carry out research,in order to help the company to make a reasonable play planning,to promote the optimization and development of Tianshi Company.The study found that Tianshi should adopt a growth strategy in the future to ensure the continuous expansion of its products,technology and market.According to the strategic choice,in the strategic positioning,the company's market position is determined to be a rare earth material company that is oriented to large enterprises and pays attention to small and medium-sized enterprises;the enterprise image is positioned as the representative of high-tech products;and the product positioning adopts a combination of products.With customized rare earth materials dominated,while committed to the operation of general,multi-type rare earth materials.In accordance with the company's development strategy choice and strategic positioning,determine the company's future development of strategic ideas and objectives,and put forward the development strategy implementation of the security,including organizational management,human resources,financial resources,Marketing and other levels of safeguards to promote the effective implementation of growth development strategy.Based on the theory of development strategy,this paper studies the present situation,problems and strategies of Tianshi Company,which has the practical significance of guiding Tianshi Company,which can provide strategic operational guidance and decision basis for the decision-makers of the company.It can also provide necessary basis for other similar companies to make strategic decisions.