Blue Ocean Strategy Research Of Y Glasses Manufacturing Co.,Ltd.

In recent years,the international economy has experienced rapid development,the competition of glass industry has become more intense.The spatial layout of Chinese glasses manufacturers has basically taken shape.Most of the glasses manufacturing companies are distributed in coastal areas.The blind expansion of domestic glasses manufacturing companies has led to mutual bidding among glasses manufacturing companies.In this competitive environment,small and medium glasses manufacturers want to highlight their own characteristics and form a distinctive brand effect.It is difficult to rely on the "Red Sea" strategy for sustainable and healthy development.Y Glasses Manufacturing Co.,Ltd.is a small and medium-sized glasses manufacturing company.The company's net profit margin has declined in the past two years,from 14%in 2018 to 8%.The company's sales revenue growth rate also shows a downward trend.The growth rate of the company's sales revenue has shown a downward trend as well,from 23% in 2018 to 13%,which means that the company's development has entered a bottleneck period and is facing an environment of red sea competition in the industry.So,researching the company Y how to create the blue ocean and avoid the fierce price competition and the traditional compete methods including sacrificing profits,choosing the new characterized by innovative value have theoretical meanings and realistic values.This article sum up the classic strategic management theory and the "blue ocean strategy" theory.Then the article analyzes the difference between the two strategies,uses the strategic analysis tools to make a deep analysis of the company's macroenvironment,and find out the company's internal and external issues.As well as its causes,it is clear that the enterprise implements the "blue ocean strategy" necessity.On this basis,combined with relevant literature and existing research results,several factors affecting the value curve of traditional glasses manufacturing enterprises are discussed,and a strategic layout of the traditional glasses manufacturing industry is drawn.Secondly,contact the reality of the company Y and the company's new value elements,and then used the four-step action framework method to optimize the company's strategic elements,drawing the company's blue ocean strategic layout.The company's new value curve is clearly different from the traditional value curve of the glasses industry.In the end,to ensure the new strategy of company Y can be carrried out successfully,suggestions were made on how to implement the "blue ocean strategy" from five aspects,to guarantee the strategy can be workable successfully.