Wire and cable industry will experience competition in the market development of general enlightenment period, follow the trend period, out of, flat on a regular basis. The cable industry's so-called "winter", that is, slower growth in the cable market, cable products, supply exceeds demand, market competition more fierce, cruel, and in the industry phase out period. Therefore, in the cable industry, "winter" period, will be out of a group of cable companies, while development and growth, achievement group of cable companies, which is the law of development of the market. In this regard, the view that the cable companies to grow and to be eliminated is the difference between cable companies have to do better than the competition, more effective or achieve effective differentiation, occupy more market share strategy.
As we all know, from the 90s of last century, international cable companies, with its abundant capital, advanced production technology, management and marketing concepts as well as the advantages of international brands, domestic cable companies in China started to occupy the high ground for the target market onslaught. Grew up in the subsequent part of the domestic private enterprises have by virtue of a flexible cable mode of operation, low cost products and special geographical advantage, earning himself a place in the cable market, but a considerable number of cable companies, or cottage, small scale of production, marketing and more stragglers, not to mention a long-term business strategy. This may be a domestic cable industry is the largest producer of one of the reasons rather than power.
Of course, if arbitrary and most of the cable companies say there is no strategic planning, that is not realistic. In fact, many cable companies have their own clear strategic goals, such as the development of business planning, market positioning, brand strategy, marketing mode, but generally in terms of strategy formulation and implementation of the following errors inevitably exist.
First, a long time, cable companies and the lack of market research studies on the means of marketing strategy, market research suggested that even a waste of manpower and financial resources, non-essential, marketing strategy means that advertising increases sales. Subjectively speaking, this is a weak sense of business strategy, for which inadequate attention; objectively speaking, is the lack of market research and marketing and strategic management in this area. In reality, some cable companies and occasionally for market research, but often needs to focus on the cable market of volume and market growth forecast, but few consider the competitor's technical capabilities, marketing channels, partners and product strength and so on in a particular market demand, the enterprise may never win the market share of various aspects of the measure. The international cable companies confused means of market research and marketing strategy as a core business strategy.
Most cable companies in China and then there is the issue of business conduct short-term, short-term business strategy will inevitably profit center, to the neglect of market share and long-term profit, which is our competition, cable companies important reason for the defeat. To enter the Chinese market, multinational cable companies are in pursuit of long-term profit maximization as the goal, at a loss in the short term, to take first obtain the largest market share, then the monopoly profits of long-term strategy.
Now with domestic users brand awareness increasing, our cable companies apparently can not blindly rely on price cuts to gain market, especially now, the global imbalance of economic development of the situation, the market downturn, businesses are affected. For the cable industry, so, too? So break out from fierce competition, you should pay more attention to changes in business strategy, namely, to rethink and adjust the enterprise management mode, the formation of modern management team, including the power cable products, R & D, large-scale industrial production systems, marketing team, strengthen independent creativity, the originality in the end, to fully enhance the cost-effective cable products. Only through the specification and improve the internal management, make the production cost control, to be effective management in order to obtain long-term market.
First, the cable industry business, management should be based on the overall, the Group of the strategic height.
To improve the cable industry is now operating decentralized, small scale, risk-resisting ability is not high status, the cable industry efforts to strengthen cooperation to jointly cope with competition. Cable companies should adhere to the global technology, group development, and promote brand strategy, business integrity; mutual strengthening of resources, information sharing, the cable industry as a whole bigger and stronger and enhance overall competitiveness. Competition in the industry has risen to the current decision-making competition, the invisible, as stakeholders have said, there is no competition, the failure of policy-making enterprises, only backward thinking. The majority of cable companies in the overall business decision-makers, investment, mergers and acquisitions, development of the road should think twice, the overall situation from a strategic height.
Second, cable products, R & D capability to improve and create independent product line.
Since 2005, the "independent innovation" has become the whole country from the "Made in China" to "China" Hande most words, "Eleventh Five-Year Plan" clearly to "the establishment of enterprises as the main market-oriented production and research a combination of technical innovation system, the formation of the basic framework of independent innovation ", in this architecture, enterprises should be in what position, what role, not self-evident. Unfortunately, however, is that many of our cable companies still lethargy to live "copy, imitate," the day, this day can go long, long been bitterly called before. Today, our cable companies if they can wake up and can do "sense of shame and then courage", I believe there are opportunities to see a bright future. The "sense of shame and then courage," the key is "independent innovation", down to earth to take their own original way, with its own competitive advantage with the core cable products.
Therefore, the cable companies should be based on domestic cable market competition to determine the strategic positioning of cable according to user needs for product design, such as new product R & D cable cable products to meet the user's own basic needs of utility and performance , but also to highlight the special features of the features. In addition urgent need for improved cable product mix, that cable companies should actively change the structure of a single cable variety, in a small proportion of high-end cable products, the passive situation, the gradual elimination of the homogenization of cable products, and enhance decision-making, brand, information , intellectual property, competition, strategic awareness of the standard, so that an early national cable brands on the world stage in the competition with strong opponents seek greater development.
Of course, cable companies must formulate a development strategy to be adjusted to actual market, if the adjustment is too large, adjust quickly, it would not strategy. Many cable companies plan no change in holding fast decision-making ideas, so that today, tomorrow, as short-term interest in the pursuit of which, too often lost their original direction, and ultimately the enterprise with a swing to the strategic goal confusion, organizational weakness, poor management of the outcome.
As the saying goes: All roads lead to Rome. Cable companies survive a lot of large ones, but in any case, from corporate strategy, global and long-term interests of the overall interests, to "adapt to the market quick response" as a precondition to innovation and speed to win the new competitive advantage.