Research On Competition Strategy Of South Red Agate Business Of Hefei Red Jade Co.,Ltd.

China’s economy has been growing steadily and healthily since the reform and opening up,the business environment of the jewelry industry has also become better.At the same time,with the gradual increase of the per capital disposable income of domestic residents,the consumption of residents has been promoted to a large extent.In the past,luxury jewelry products have also appeared more and more in the lives of ordinary people,and the prospects of the jewelry industry are promising.However,we should also see that in the post-epidemic era,a variety of adverse factors also exist,and the current domestic jewelry industry’s competitive environment is increasingly worsening,As a result,China’s jewelry enterprises are now in a period of opportunities and challenges.This Company is an integrated enterprise with jewelry design,carving and sales.In this unpredictable market competition environment,how the Company should use its own competitive advantage to achieve its own value pursuit and how to maintain this competitive advantage has become the focus of this paper.The paper adopts PEST model,Porter’s five forces model and CPM matrix to analyze and study the external macro environment,domestic industry environment and market environment of South Red Agate business of the Company;From the aspects of the company’s own resources,the company’s capabilities and the company’s current operating situation,the paper makes a specific study and analysis of the internal environment of the company business;On this basis,confirm the external opportunities and threats faced by company’s business,as well as the current strengths and weaknesses of the company.Through the use of EFE matrix,the opportunities and threats of key external factors are quantitatively analyzed,and a total weighted score of 2.68 points is obtained,indicating that the opportunities of the company are greater than the threats;At the same time,the IFE matrix is also used to conduct in-depth quantitative analysis of the strengths and weaknesses of key internal factors,and a total weighted score of2.6 points is obtained,indicating that the company’s current internal strengths are greater than its weaknesses;Then the SWOT matrix is used to further analyze and study the external opportunities and threats of the company as well as the current internal strengths and weaknesses of the company,so as to formulate the alternative strategies that the company may adopt;Finally,the QSPM matrix is used to conduct in-depth optimization of the alternative strategies formulated,so as to judge whether the company’s South Red Agate business should implement "differentiated competition strategy".In order to ensure the smooth implementation of the company’s "differentiated competition strategy",the paper puts forward four implementation measures: product differentiation,brand differentiation,channel differentiation,and service differentiation;And put forward the guarantee measures for implementation from four aspects,namely human resource management,corporate culture management,marketing management and brand strategy management;The smooth implementation of the above measures will promote the company’s South Red Agate business to maintain a more prominent market competitiveness in the industry.