Research On The Development Strategy Of JL Glasses Company

With the country’s strong support for self-employment,eyewear companies have also been vigorously developed,with the number of clusters rising in the last decade.Furthermore,with the high-speed developm ent of the Internet,more and more eyewear retailers have begun to use such a way as combining with the Internet to seek new development opportunitie’s.In 2019,online sales account for 12.2%of the overall eyewear market,of which the online sales amounted to 10.7 billion yuan according to the newest data.Facing the com plicated changes in the eyewear retail market,eyewear retailers must correct analysis and identification of current industry competition environment.Only by optimizing and improving the development strategy of enterprises,giving full play to their own advantages and making up for their own disadvantages,can they take the initiative in the increasingly competitive market,seize the market opportunities and avoid market threats.JL Optical Company,as a part of small and medium-sized enterprises in China,is faced with the common problems that perplex the development of small and medium-sized enterprises in China.At the same time,it also has some problems of its own that hinder the development of enterprises.Whether internal or external causes will affect the formulation and implementation of the overall development strategy of the enterprise,and will further affect the determination of the overall development direction of the enterprise,which is of great significance to the long-term healthy development of the enterprise.In this thesis,JL Optical Company as the research object,in-depth analysis of its development strategy,trying to study JL Optical Company to determine a suitable overall development strategy.It is hoped that the research results of this paper have practical reference value for the future development of JL Optical Company,and also have certain reference significance for other similar companies.This paper first reviews the relevant theories and literature of enterprise strategy,and then uses case analysis,literature research,strategic environment analysis,field interviews and other methods to elaborate the external environment of the development of the glasses industry and the internal environment of JL Optical Company.By using SWOT matrix analysis,four strategic alternatives such as growth strategy,turnaround strategy,diversification strategy and defensive strategy are derived.By drawing the strategic quadrilateral and determining the center of gravity points of the quadrilateral,the optimal combination of SWOT strategy selection for JL Optical Company is derived:SO strategy(growth strategy)is the main one,and WO strategy(turnaround strategy)is supplemented.Finally,according to the overall development strategy requirements and the company’s existing strengths and weaknesses,this paper puts forward some targeted safeguard measures and suggestions,such as strengthening the construction of excellent talent team,strengthening enterprise information management and improving financial management mechanism,so as to ensure the overall strategic planning requirements of JL Optical Company.