Research On Development Strategy Of JiLin Yuwangjianneng Co.,Ltd

Since the 21 st century,the rapid development of the national economy,the construction industry has entered the golden period of development,building waterproof material industry has grown,the industry of new materials,new technology has been increased and optimized,the production capacity has been significantly improved,the product quality of domestic leading enterprises has reached the international leading level.The continuous improvement of the supervision system and the reorganization of enterprises in the industry will bring new opportunities and challenges to waterproof enterprises.Jilin Yuwang Jianeng Co.,Ltd.was established in January 2005,the main waterproof material research and development,manufacturing,sales and waterproof engineering construction.After more than ten years of development,the company has formed a business model combining waterproof coating and engineering construction.By the end of 2020,the annual revenue of the company is over 200 million yuan,and the net profit is about 25 million yuan.This paper analyzes the company’s strategy by means of literature analysis,interview,investigation and research,and analyzes yuwang Jianneng’s development strategy based on strategic management theory,core competitiveness theory and diversification strategy theory.First of all,through the analysis of the current development status of the company,it is found that the company is mainly faced with weak brand awareness,unclear target positioning,single product structure and sales channels,research and development ability to improve and other problems.Secondly,through PEST model,Porter five Forces model to analyze the internal and external environment of enterprise development,and SWOT analysis as the basis,analyze yuwang Jianeng’s internal and external advantages and opportunities and challenges,combined with the actual situation of the company,to select its development strategy,put forward the enterprise should choose SO strategic guidance for development,At the same time,it is clear that the company adopts differentiated development strategy strategically,forms dislocation competition with industry leaders,provides customized non-standard products for downstream customers,and establishes brand image;Combined with the diversified development strategy,the Internet model is used to develop C-end customers,broaden sales channels and target markets,and reduce the cost of competition in the single real estate market.Finally,according to the strategic choice to optimize the enterprise internal management to improve enterprise management efficiency,increase r＆d investment to strengthen the core competitiveness,improve the financing channels to reduce financial cost,training form "manufacturing-according-to-sale" business model in order to improve the service efficiency of funds and so on way to guarantee the specific implementation of strategic choice,promote the sustainable development of company’s long-term stability.