Research On Competitive Strategy Selection And Implementation Strategy Of RKN E-cigarette Company

China’s huge smoking group,the great harm of traditional tobacco and the relatively high profit margin of E-cigarette industry have attracted many capital to enter the E-cigarette industry.Under the background of further fierce competition in the E-cigarette industry,how the "latecomers" break through and develop in the Red Sea competition has become a matter of concern,and formulating a scientific competitive strategy for enterprises and promoting the implementation of competitive strategy is the inevitable choice for the survival and development of the "latecomers".Taking RKN E-cigarette company as an example and based on the theory of strategy management,this thesis studies from the following aspects: first,through the sorting and analysis of relevant competitive strategy management literature,it provides theoretical support for RKN E-cigarette company to formulate competitive strategy;Secondly,it analyzes the internal development environment,macro development environment and industry competition environment of RKN E-cigarette company through pest and Porter’s five forces model;The third is to provide the direction for the strategic choice of RKN E-cigarette company through SWOT analysis,and then analyze the feasibility of the three competitive strategies,and then use QSPM matrix to score the alternative competitive strategy,and determine the final competitive strategy according to the score result.Fourth,taking the differentiated competitive strategy as the core,analyze the composition and implementation of the competitive strategy of RKN E-cigarette company;Fifth,put forward safeguard suggestions for the implementation of the competitive strategy of RKN E-cigarette company.Based on the above research,the following key conclusions are drawn:first,in the development process of RKN E-cigarette company,internal resources and capabilities have formed internal support for the development of the company,and external macro policies,economic,social,technological and other opportunities have provided external support for the development of the company;However,there are certain internal restrictive factors and external threats in the development process of RKN E-cigarette company.Second,considering the current internal advantages and external opportunities of RKN E-cigarette company,as well as the internal disadvantages and external threats faced by RKN E-cigarette company,homogeneous competition is difficult to help RKN E-cigarette company achieve the goal of growth strategy,which requires RKN E-cigarette company to take the road of differentiation.The specific functional strategies of RKN e-cigarette company in implementing differentiation strategy mainly include: marketing strategy,R & D strategy,financial strategy and customer service strategy.In order to ensure the smooth implementation of the differentiated competitive strategy of RKN e-cigarette company,it is necessary to build a guarantee system such as enterprise organizational structure guarantee,enterprise culture guarantee and human resources guarantee.The innovations of this thesis are as follows: first,select the E-cigarette company as the case to realize the innovation of research object selection.Second,in the competitive strategy selection of RKN E-cigarette company,the qualitative SWOT analysis method is combined with the quantitative QSPM model,so as to consider the qualitative and quantitative factors of the company’s competitive strategy selection,and realize the method innovation of competitive strategy selection.There are also the following deficiencies in the research: there are deficiencies in the breadth and depth of the analysis of the development environment;The scheme design of RKN E-cigarette company’s competitive strategy implementation lacks scientific and practical value demonstration.It will be improved according to the actual problems encountered after entering the competitive strategy implementation stage.