Research On The Competitive Strategy Of A Paper Packaging Company Under The Digital Background

In the era of digital economy,digital gradually become a hot spot in the strategic management field.The development of digital economy and the progress of digital technology have promoted the rapid development of e-commerce,logistics and transportation and other industries,also have changed the underlying logic of the competition strategy of the paper packaging industry,affected the enterprise’s competitive environment,while gave the enterprise a broader development space,and also brought new challenges.In this context,enterprises need to master and analyze the changes in the internal and external environment,so as to formulate a new competitive strategy logic,which is the main problem faced by enterprises.This dissertation adopts the methods of literature study and questionnaire survey,according to the basic ideas of raising,analyzing and solving problems,reading a large number of documents related to digitalization and enterprise development and strategic management,taking strategic management as the theoretical perspective,using PEST,Porter’s Five Forces Model and other research methods to analyze the internal and external competitive environment of case object A company,and building a hierarchical structure model to quantify the opportunities,threats,advantages of SWOT Disadvantage combination,using QSPM matrix to explore the best choice and formulation of A company’s competitive strategy under the digital background.Help Company A to transform and upgrade to the focus of strategic leadership,and improve its core competitiveness to cope with the fierce competitive environment.The thesis results that:(1)The integration and diversification strategy deployment of Company A can not adapt to the development under the digital background,and the strategic focus needs to be placed on the WO reversal strategy combination to play its advantages and make up for deficiencies.The analysis results of AHP-SWOT model show that the weighted score of the combination of opportunities and threats is 1.522,and the weighted score of the combination of advantages and disadvantages is-0.784,which indicates that the opportunities faced by Company A are greater than the threats,and the internal resource capacity of the Company has deficiencies,so it is necessary to play its advantages to reverse the disadvantages.(2)The best competitive strategy of Company A is differentiation strategy.QSPM matrix analysis shows that the total attractiveness of the travel differentiation strategy is up to 9.987.It is suggested to lead the transformation and upgrading of the company through differentiated products and differentiated services.(3)Put forward and implement the following four measures to help the company improve its core competitiveness and realize its differentiated competition: build a digital platform,promote integrated management,innovate operation management mode,reduce operation costs and improve management efficiency;The problem of single product business can be solved by strengthening the production and R&D capabilities and enabling the R&D and manufacturing of differentiated products;Reconstruct the marketing scenario,enable the improvement of differentiated service capabilities,and further enhance customer viscosity;Improve the security system and enable the company to transform and upgrade comprehensively.