Research On The Development Strategy Of Guangxi OSN Ceramics. Co.,Ltd

In recent years,affected by the continuous downturn of the real estate market and the COVID-19,the market has continued to shrinking,short term warehouse explosion occurs frequently,extremely fierce competition,the industry has been greatly impacted.The market has fallen to a freezing point,and the company is not immune from the difficulties.The revenue situation is getting worse and worse.For company,how to fight a turnaround battle in bottlenecks and difficulties,finding a new development path and strategy is very very important.Guangxi OSN Ceramics Co.,Ltd.,which is a relatively influential company in the construction ceramics industry,is taken as the research object in here.This article first reviews relevant theories and research.And then,analyze the external environment of the company,with PEST and Porter’s Five Forces model,it is concluded that government policies provide strong support and policies are increasing,the epidemic situation is being relaxed,the overall economic operation continues to improve,the government’s support for real estate finance is increasing,consumer consumption concepts are upgrading,and the need for an increase in the mid to high end market is an opportunity for the company;at the same time,the company is also facing threats such as increasing pressure on energy conservation and emission reduction,intense industry competition,and severe inventory backlog in the industry.Using the EFE matrix to evaluate the externa environment,it is concluded that the company is able to strategically respond to external factors and the external environmental factors are beneficial for the company’s development.Analysis of the internal environment of the company reveals that the company has a solid research and development foundation,strong research and development capabilities,significant brand influence,and certain cost control capabilities.However,there are also shortcomings such as a shortage of highly educated personnel,severe talent loss,inadequate promotional effects,and inadequate incentive mechanisms.Using the IFE matrix to evaluate the internal environment,it is concluded that the company’s strengths outweigh its weaknesses,and the strengths have the upper hand,which can be compensated for.Based on internal and external environmental analysis,pairwise cross matching of the four major elements of opportunities,threats,strengths,and weaknesses and construct a SWOT matrix.Quantitative analysis of alternative overall strategies using the QSPM matrix and qualitative analysis of alternative competitive strategies using qualitative analysis methods to determine the best development strategy.Take the company’s vision,mission and strategic objectives into account,in the overall strategy,we should adopt the intensive growth strategy.In terms of competitive strategy,we should adopt cost leadership strategy.Finally,we have put forward adjusting and improving organizational management structure,recruiting talented individuals and making up for the shortcomings in employment,coordinating and ensuring financial security and improving financial risk prevention,enhancing research and development capabilities in a deeper direction,expanding marketing channels and enhancing marketing capabilities guarantee measures.