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YJ Electronics Development Strategy

Author: ZhengPing
Tutor: ZuoYing
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Strategic management Competitive analysis MLCC (Multilayer ceramic capacitor)
CLC: F426.63
Type: Master's thesis
Year: 2011
Downloads: 79
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Abstract


Information industry is an important pillar industry in national economy,Multilayer Ceramic Capacitor is the basic electronic component industry of information industry. As one of many domestic manufacturers which produce multilayer ceramic capacitor , the YJ Electronic Co., LTD(YJ)has more than 20years’experience to specially R&D and Produce Multilayer Ceramic Capacitor ( MLCC)with a rapidly developing .The essay is made from above background, and it is divided into five aspects, namely,Concept definition, Theory, Enterprise’s brief situation , Strategic analysis, Strategic choice, Strategy implementation.Ⅰ.The author starts from concept definition, to explain the tool model of strategic analysis, to summarize the thought and methods of strategic choice in comprehensive review.Ⅱ.To state YJ’s basic situation, at the same time, introducing MLCC briefly.Ⅲ.To Analyze external environment and internal resource of YJ by integrated use of the Macro-PEST analysis, analysis of industry competitive environment, EFE Matrix Analysis of external factor, IFE Analysis of internal resource, analysis of core competence & analysis of value chain about enterprises and analysis of industry attractiveness and competitiveness.Ⅳ.By SWOT analysis,the author analyzes the strength & weakness of internal resource, and the opportunities & threat come from external environment, and the company’s existing attractiveness & competitiveness , to formulate corporate development strategy, which focusing on MLCC as single product and identify the combination strategy of DIFFERENTIATION &FOCUS as the basic competitive strategic choice. The short-term goal is to develop YJ into one of domestic top three professional manufacturers with relatively high Technology in MLCC industry. Meanwhile, the long-term goal is to implement strategy of vertical integration, to push our MLCC products to upstream in the world, to bring YJ to become one key manufacturer with strong ability of the central role in electronic component field in the global. Ⅴ.Putting forward seven strategic measures, namely, Technological Innovation Strategy, Cultivating Corporate Culture to promote technological innovation , Talent Strategy, Capital Market Strategies, Establishing Mechanism of excitation &Restraint, Innovative Brand Strategy, Building Organization Structure of innovative & flat, to ensure realization of strategic objectives.

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