Research On Development Strategy Of TREE New Material Technology Group Co.,Ltd.

In the past few years,China's economy has continued to develop steadily and sustainably in the face of global uncertainties.According to data of the Ministry of Industry and Information Technology of the people's Republic of China,the added value of China's building materials industry increased by 8.5% year-on-year in 2019.The development of new building materials industry was accelerated and the industrial layout was gradually optimized.Wood-based panels have always been an important part of home building materials,and the production of wood-based panels in China accounts for 50-60% of the global total.However,the growth mode of relying on scale expansion in the wood-based panel industry over past years is not sustainable.The competitive environment is increasingly fierce,and the degree of product homogeneity is high.The relative excess capacity leads to the internal consumption of the industrial development mode,mergers and reorganizations are emerging.Wood-based panel manufacturers are faced with the opportunity and challenge of survival of the fittest.Therefore,it is urgent for wood-based panel manufacturers to change their development mode,formulate and implement forward-looking and feasible strategies in the current environment.This article takes TREE New Material Technology Group Co.Ltd(hereinafter referred to as TREE Group)which is a wood-based panel manufacturer as the object,and carries out research based on the relevant theories of strategic management:First,clarify the opportunities and challenges faced by the company by the PEST analysis and the five-force competition model.Second,analyze the advantages and disadvantages of the company by competitive benchmarking and KSF key success factor methods.Third,clarify the strategic choice of the company by SWOT analysis.Finally,formulate the overall development strategy(including vision,mission,thinking targe,Core competence and business portfolio,etc),business development strategy(including basic business,strategic business and emerging business),and put forward the path and safeguard measures of strategy implementation.The research conclusion of this article is to enhance the core competitiveness of the company by improving the corporate culture,improving the organizational structure,integrating financial resources,strengthening research and development manufacturing,and building the corporate brain.Enhance the capabilities of TREE Group in marketing planning,brand promotion,organizational execution,intelligent manufacturing,industrial collaboration,etc.So as to achieve the strategic goal of a century-old enterprise in China's home building materials industry.The research results of this article is not only helpful for TREE group to become a system solution provider of wood-based panel,whole-house customization and smart home that can cope with the increasingly fierce market competition,but also provide references for the development strategy of related wood-based panel enterprises.