Research On The Development Strategy Of S Nixing Pottery Company

With the development of China’s economy and society,China’s ceramics industry has turned to the stage of high-quality development.The Nixing pottery industry in Qinzhou,Guangxi,one of the four famous ceramics in China,has been developing steadily and gradually expanding in recent years.Due to historical reasons,the market influence of Nixing pottery industry is insufficient and its development is weak.Accordingly,Nixing pottery enterprises generally lack core competitiveness,and few nixing pottery enterprises carry out strategic research and planning on the development of the company.S Nixing Pottery Company(S Company),founded in December 2017,is a company mainly engaged in Nixing pottery and supplemented by tea and wine.The author is the founder of S Company.Taking S Company as a research case,this paper analyzes the internal conditions and external environment of S company by using PEST,Porter’s five Forces model and SWOT and other tools.S company has leading advantages in value concept,human resources,brand building,design and development in internal conditions.At the same time,there are disadvantages in strategic planning,marketing channels,working capital and management efficiency.This paper also analyzes the macro environment,the current situation and development trend of the ceramics industry,the competitive environment and other external environments.At present,S company is facing historical opportunities such as the coming of consumption upgrading era,rapid development in the Internet era and the construction of the Guangdong-Hong Kong-Macao Greater Bay Area.It also faces major threats,such as the fierce competition from its counterparts,the strong impact of new consumption patterns on the traditional pottery industry,and the market contraction under the COVID-19 epidemic.In combination with the vision,mission and strategic objectives of S Company,this paper suggests that diversified growth strategy should be chosen as the overall strategy of S Company to realize diversified business growth with sales of Nixing pottery and tea and wine as the supplement.Select the comprehensive advantage strategy as S company’s competitive strategy,and formulate corresponding competitive strategies from three aspects,including diversified product operation,offline and online coordinated sales,and expanding the market of Guangdong,Hong Kong,Macao greater Bay Area.Finally,safeguard measures are formulated from five aspects,including culture,talent,capital,research and brand,and development,to ensure the orderly implementation of S Company’s development strategy,promote S Company’s sustainable development,and gradually occupy the leading position in Nixing pottery industry.