| Cleanser industry in China has already developed into a large scale,and has gained higher importance.With the development of economy,industries in China are undertaking systematic and structural reform,along with technological transformation and production capacity upgrading.Cleanser industry is no exception.It can be the platform for reforms and resource allocation.Cleanser production enterprises should also upgrade their production capacity and reform the system so as to better suit economic development.Under the guidance of new policies,cleanser production enterprises should innovate the current system for chances of better development.Hebei Zhizi Chemical Technology Co.,Ltd.is founded in 2019.It is a high-tech company specializing in the research and development of cleanser products for homes and industries.The company continuously strengthens the ability of integrating resources and expands its growth space within the industry through business innovation,product innovation and multi-layer market perfection.Based on the facts of the company and theories on development strategy,this thesis begins with the internal and external environment of the company.Utilizing tools,such as PEST and SWOT,the author conducts analysis and research and offers suitable strategic development goals,along with methods for implementation and guarantee.Firstly,based on the status quo of cleanser industry,this research analyzes and discusses the trend of the industry.The author also introduces the purpose,meaning and background of the research along with the general situation of Zhizi.The object,method and framework of the research are also mentioned,combined with the usage of theories on development strategies.Secondly,the author sums up the overall situation of the company,including its main business and organizational structure,and finds problems such as the disorder of service,the backwardness of e-commerce platform,incompetence in R&D and a lack of flexibility in management.Thirdly,the strategic environment of the company’s development is analyzed.According to the impact of the environment of the industry and basing on the facts,the author adopts Micheal Porter’s Five Forces Model to analyze the problems of the company and SWOT to analyze the advantages and disadvantages of the company and opportunities and threats in future development.Then the author provides a series of plan for the company’s future upgrade.By comparison,it can be seen that Zhizi has obvious internal advantages and even stronger external opportunities.Thus,a strategy that can make the most of its internal advantages and seize external opportunities is optimal.That is the strengthened SO strategy.Finally,the author makes clear the strategic goal of development and provides a specific plan for implementation.Through market exploitation,technology development and integration,growth can be achieved.Support from the leaders of the company,enterprise culture,institutional and financial guarantee are needed to ensure the smooth implement of the strategy.By studying the development strategy of Zhizi,the author hopes to provide practical and rational suggestions for its development so that the company can enjoy a sound,rapid and sustainable development in the future.It is also expected that this thesis can be of some reference for other enterprises in cleanser industry. |
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