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At present，steel industry market is downturn that facing enormous challenges,Hengyang Steel Company is also true. if it want to reverse the current situation，thekey is that whether a scientific and rational strategic planning can be developed，so asto fully foresee the change of environment，take advantage of opportunities and avoidrisk.Based on the above-mentioned background, this paper takes Hengyang HYMachinery Manufacturing Company as the research object. According to the strategictheory, after the respective analyses of the macro environment and internal conditionswith the PEST model and SWOT analysis, it concludes that there are the followingmain opportunities: good geographic conditions, the development of new technologies,sufficient labor. The main threats include that there is a poor financing environment,industry development trend is uncertain in short-term, environmental requirements isrising, competition is more intense. The main strengths include better hardwareconditions, technological innovation ability, independent ERP system. The mainweakness are product line over narrow, poor marketing capabilities, there is no clearcorporate culture, organizational structure is not reasonable, employees’ cultural levelis low, customer resource structure is irrational. Finally, according to the HYcompany’s opportunities, threats, strengths and weaknesses, the paper put forward thecompany’s overall business development strategies and development goals, and raisethe the business development competitor strategy, organizational design strategy,marketing strategy and talent development strategies in order to ensure thedevelopment of the overall business development strategies implemented smoothly,Hope this paper has a certain reference meaning for the development of HYcompany or the same type of enterprises.
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