A Research On Development Strategy For CZMY Decoration Materials Company

In recent years,with the continuous advancement of real estate macro-control,the rapid development of technology,and the gradual change in consumption concepts,the architectural decoration industry is facing increasingly fierce market competition,and the pressure on enterprises to survive is unprecedented.In the case of serious product homogeneity in the market,weak financial strength and low technical level,private small and medium-sized enterprises are facing the problems of survival and development.CZMY decoration materials company is a small and medium-sized private enterprise selling building materials.It has been operating in Changzhou,Jiangsu for nearly 30 years,and its development potential is obviously insufficient.In order to avoid eliminating risks and seeking progress while maintaining stability,the company must make strategic adjustments.This dissertation uses the relevant theories and analytical tools of enterprise strategic management,based on the current situation of CZMY decoration materials company,and analyzes the company’s situation in detail.First of all,the dissertation finds out opportunities and challenges of the company through comprehensive external environment analysis;then it digs deep into the internal situation to find out strengths and weaknesses;finally,it matches strategies for the company after comprehensive comparative research.After analysis,it is believed that CZMY company should adopt a growth strategy,make full use of its advantages such as its own brand and factory to seize the opportunity of the increase in the demand for renovation of old houses.The company also should appropriately avoid its disadvantages by building an Internet platform and improving the information level,so as to deal with the threats caused by the prevalence of hardcover housing and the strengthening of real estate regulation.Then the dissertation puts forward the overall strategic goal of “clarifying the positioning of self-operated products,taking the supply of waterproof materials in the old housing renovation market as the main business,increasing brand awareness and market share,increasing the company’s overall sales,and taking a leading position among peers in Changzhou.” Meanwhile,it formulates a cost-leading competitive strategy for CZMY company,and makes specific functional support strategy from the aspects of finance,human resources and so on.The development strategy proposed in this dissertation has certain guiding significance and reference function for CZMY company to clarify product positioning,increase market share,enhance market position,and achieve stable and sustainable development.