Research On The Development Strategy For Yong Chang Company

With the development of society and the continuous progress of science and technology,electronic products have become an indispensable part of people's life,which promotes the related industries to develop.It is an important strategic pillar industry in China,and PCB as the basic industry of the whole electronic information industry,has also ushered in broad development prospects.On the other hand,in the face of the more and more intense industry competition,and increasing prices of raw materials,disappearance of demographic dividend and increasingly stringent environmental protection requirements,Yong Chang is a company that deeply engaged in the PCB industry for more than 20 years,must formulate a development strategy that suits itself in the face of opportunities and challenges,so as to make the company invincible in the fierce market competition.By sorting out the relevant theories of strategic management and development strategy of PCB industry at home and abroad,this article takes Yong Chang company as the research target,and uses the research methods of literature analysis and case study to analyze,select and formulate the strategy.Firstly,it analyzes the development status of Yong Chang company,and obtains the existing problems and reasons.Secondly,the PEST analysis tool is used to analyze the external macro environment from the aspects of politics,economy,social culture and technology,and analyzes the upstream and downstream industrial chain,market status and prospect,the industry competition structure of the PCB industry.After analyzing the industrial environment,and find out the opportunities and threats,the EFE matrix is used to quantitatively analyze the key external factors and obtain the weighted score.Opportunities outweigh threats.Thirdly,analyze the internal environment of Yong Chang company from the perspective of resources and capabilities,mainly from human,financial,material,technology,customer and other resources,and production,quality control,marketing,R ? D,financial management and other capabilities,get the advantages and disadvantages,and use the IFE matrix to quantitatively analyze the key internal factors,get the weighted score and get the advantages are greater than the disadvantages.Fourthly,through SWOT analysis matrix to match opportunities,threats,strengths and weaknesses,the SO,ST,WO,WT strategies are formulated respectively.Through SWOT qualitative and quantitative analysis,it is concluded that Yong Chang company should choose SO growth strategic direction.Further,the QSPM matrix is used to quantitatively analyze the specific alternative strategies,and it is concluded that Yong Chang company should take developing the market as the main development strategy.Finally,the company's development strategy was clarified in terms of strategic positioning,vision,strategic objectives and strategic scheme,and formulates detailed strategic implementation measures from four aspects:rapid market development and establishment of high-quality service system,increasing R ? D efforts,upgrading products,establishment of alliance with upstream and downstream,and building an intelligent chemical plant.At the same time,to ensure its effective implement,a series of strategic safeguard measures were proposed from the aspects of manpower,finance,organization,technology,corporate culture,environmental protection and safety.Specific measures: Carry out human resource planning from the four dimensions of personnel selection,education,employment and retention,and establish a strategic human resource management system;Pay attention to cash flow and enhance cost management ability;Optimize the organizational structure and establish an organizational structure consistent with its own development strategy;Strengthen the construction of technology R ? D team;Strengthen cultural construction and realize the integration of strategy and culture;Strengthen the awareness of environmental protection and safety,and promote green production and safe production.