A Research On The Development Strategy For Rayzer Optical Technology Company

Base on the strategy of enhance the power of nation through communication and with support of government industry policies,China has become the largest mobile communication market in the world.As the next generation 5G technology mature and gradually promote to commercial,Global government started to speed up the construction of 5G network to support and drive around the rapid development of industrial economy.5G optical network high performance requirements and volume demand,optical communication industry brought new market opportunity,promote the industry product technology and resource capacity of competition.As a passive component supplier of 5G optical communication equipment,Rayzer faces both opportunities and challenges.This thesis mainly discusses how to combine the conditions of company external environment,internal environment and resource capacity to help enterprise choose and plan long term development strategies.This thesis first describes the significance of enterprise strategy and related analysis tools used in the theoretical research of the subject,the industry and product strategy of domestic small and medium-sized science and technology enterprises are briefly discussed.Secondly,it analyzes the external environment of the enterprise,and uses PEST Model and Porter’s Five Forces Model to analyze the enterprise’s political,economic,social,technological,industrial and competitive environment.For internal environment,the company’s organizational structure and existing resources(Intangible resources and Tangible resources)are emphatically described,the company’s current capabilities are analyzed from technology,products,marketing and others,and the main product types of the company are analyzed and positioned by applying Boston Matrix Model.Thirdly,SWOT is used to deeply analyze the market opportunities and challenges in the development of company,and the advantages and disadvantages of the company are positioned based on the resources of company,then try to match the development strategy of the company.Eventually define the company strategic objectives is Jinmen Rayzer optical-electronic industrial park target to be into the top 3 optical passive components production base of global and Rayzer target to be into the top 5 comprehensive brand of optical passive component of global to cover multi related application market,formulated the OEM business and the brand business as two steps of enterprise development strategic path and its implementing rules,determine the enterprise total cost leadership and product differentiation competitive strategy,finally,functional strategies suitable for the development of the company are formulated from the aspects of marketing,human resources,finance,production,research and others.