Research On Competitive Strategy Of Baihang Company Ceramics Business

Today,the Corona Virus Disease 2019 continues to spread all over the world,the global economy is depressed,and the world political situation is complex and changeable.This year is the begin year of the 14th Five-Year Plan,It is also an important period for a new milestone in building a socialist modernized country.Facing the ever-changing and complex international environment,the Chinese government has formulated the development idea of domestic and international dual circulation according to local conditions.Under this background,domestic enterprises must actively adjust the company’s overall strategic layout according to changes in the external environment,combined with their own resources and development needs.But for the general situation of Chinese enterprises,there are large but not strong large enterprises,and short and powerful small and medium-sized enterprises.But small and medium-sized enterprises need to locate the right strategy.A large part of enterprises are same to it,but also typical groups with weak or lack of strategic planning.In the current market situation complex and changeable environment,the survival and growth of these part of the enterprise is difficult.In today’s world where the industrial economy is transforming into a knowledge economy,the choice of an enterprise’s competitive strategy determines its development thinking and future direction.By taking Baihang Company as the research object,this thesis expounds the relevant theories such as strategic management theory,competitive strategy theory,core competitive strategy theory and literature review of small and medium-sized enterprises’ competitive strategy on the basis of domestic and foreign research.Use PEST analysis and Porter five forces to analyze the macroscopic surroundings and industry environment of baihang company,and then use the EFE matrix evaluation to summarize the external environment;use the value chain analysis method to analyze the internal situation of Baihang,and combine the IFE matrix Summary of internal factors.Through the analysis of the basic competition management theory and the actual situation of the enterprise,and analyze the strengths and weaknesses of the company through SWOT,meanwhile,it is qualitatively equal with the three competitive strategies of overall cost leadership,differentiation and centralization,and then quantitatively evaluated through the QSPM matrix.The most suitable competitive strategy of Baihang company is differentiation strategy.And put the action that is brand variation,product variation,marketing variation and service variation.In the end,by creating a suitable corporate culture,cultivating the core competitiveness of the enterprise,strengthening the construction of the talent team,and using information technology to advance the cost control ability to ensure the realize of the competitive strategy.Based on the combination of actual investigation and theoretical foundation,this thesis systematically and comprehensively analyzes the specific problems and opportunities inside and outside Baihang Company,qualitatively analyzes and quantitatively evaluates,and selects the optimal competitive strategy based on the idea of finding,analyzing and solving problems.Advance doable implementation ideas and guarantee measures.The research conclusions have positive significance for Baihang to optimize the industrial structure,improve the core competitiveness and expand the market share.Through the analysis of a small manufacturing enterprise,this thesis hopes to find the common problems of this part of the enterprise,through the choice and implementation of competitive strategy,to locate its own competitive advantage,so that the enterprise has a place in the market competition.It also has a certain reference effect for peers and similar enterprises.