Research On The Development Strategy Of Xinqisheng Company

New materials are the basis of industrial manufacturing.In order to speed up the cultivation and development of strategic emerging industries,China has issued the 13 th five year development plan of new materials industry,which aims to meet the new requirements of the rapid development of modern industries and improve the technical level of domestic materials industry as soon as possible.Changzhou xinqisheng Polymer Technology Co.,Ltd.is a wholly-owned subsidiary of Changzhou Tiansheng New Material Co.,Ltd.,which is a listed company.It is the only application processing enterprise with independent intellectual property rights in China.The company adheres to the development and operation idea of "focusing on customers,being responsible and trustworthy,leading by technology and enhancing value",advocates technological innovation and green lifestyle,combines low-carbon,environmental protection and green,and uses special technology to develop,produce and process a series of polymer products with independent intellectual property rights.Since entering the 21 st century,the internal and external environment changes and challenges faced by enterprises have become increasingly fierce and unpredictable.How to go in the future is an urgent problem for enterprises.At the beginning of the paper,the background of the topic,the purpose and significance of the research,the research methods,a brief review of the domestic and foreign enterprise development strategy related literature,stated the development strategy and other core concepts,as well as a variety of commonly used strategic analysis tools;using the above theoretical tools,combined with the actual situation of xinqisheng company,the paper focuses on the analysis of the main external development problems faced by xinqisheng company Based on the SWOT matrix,this paper makes a quantitative and qualitative evaluation on the internal and external environmental factors of the company,and finally deduces and puts forward the development strategy selection,implementation process and guarantee system of xinqisheng company.The conclusion of this paper is that xinqisheng company should choose the "growth" development strategy,namely "so" strategy,and adopt the leading strategy of "product development + market development",that is,to give full play to its own resources and R & D advantages,take the initiative in the market,and recommend new materials and new application products to customers.The overall development goal or vision of the company can be stated as: "to become a well-known and leading solution provider of polymer materials in the industry".The company’s medium and long-term strategic planning should focus on the following four aspects:(1)timely grasp the industry dynamics and market demand changes of polymer materials market,understand the trend of future market changes,layout ahead of time and grasp the initiative;(2)grasp the national policy support for new energy and new materials,combine with the development trend of various application industries and the upgrading of consumer demand,and do a good job ahead of time It is necessary to prepare the production technology of industrial association,increase the market share and raise the market awareness of brand.In addition,in order to implement and promote the implementation of the development strategy,specific plans are put forward from the three levels of market strategy,product strategy and function strategy:(1)through the BCD matrix analysis of the existing product strategy,the company’s market strategy should "face the existing market customer group,maintain the market share of home appliance electronics,and increase the development of automobile,engineering machinery,medical and special products"(2)the path of product strategy mode can be divided into three stages,the first stage is technology leading strategy,the second stage is cost leading strategy,and the third stage is overall leading strategy.(3)The function strategy emphasizes human resource strategy and information strategy,among which the information strategy emphasizes the three-step orientation of digitization,networking and functionalization.Through the research on the development strategy of xinqisheng company,we hope to accurately position and develop the company’s market and products,and formulate appropriate strategic action plans,so that the company can better occupy a favorable position in the future market competition,and provide strong help for the development of xinqisheng company.On the other hand,I hope that the writing of this paper can provide some practical reference and peer reference for the development of other polymer materials enterprises,and enrich the research results in this field.