First, the connotation and essence of enterprise strategy

It is the overall decision and complete implementation plan for the product positioning, market positioning and value positioning of the enterprise after careful research on the competitive environment of the industry to which the enterprise belongs, so as to win extraordinary return on investment for the company.

Enterprise strategy is the product of competition.

Second, the core of the three basic strategies of enterprises and related conditions

1, cost strategy (the core of which is to win the total cost in the industry by adopting a series of specific policies aimed at this strategy. It is required to establish production facilities that reach economic scale and go all out to reduce costs on the basis of accumulated experience. Pay close attention to the control of costs and management expenses, and minimize the costs of research and development, service, promotion and advertising. Companies in a low-cost position can earn more than the industry average; Winning a position at the lowest total cost usually requires a higher relative market share or other advantages);

2. Unconventional strategy (also known as divergent strategy), the products or services provided by the company are unconventional and form something unique in the whole industry. Taking advantage of customers' brand loyalty and the resulting decline in price sensitivity, enterprises can avoid competition, which sometimes conflicts with striving for greater market share);

3. Goal gathering strategy (focusing on a specific lonely group, a product line segment or a regional market, the core is built around the center of serving a specific goal well.

Basic strategies usually require basic skills and resources, and basic organizational requirements.

Total cost strategy, continuous capital investment and good financing ability, strict supervision of workers, low-cost distribution system, well-structured organization and responsibility, and strict cost control on the basis of meeting quantitative objectives.

Innovation strategy

Strong production and marketing ability to meet strict quantitative objectives, strong ability to identify ideas, strong basic research ability, long-standing reputation of quality or technology in the industry or unique skill combination obtained in other businesses, high cooperation in sales channels, close cooperation between R&D, product development and marketing departments, emphasis on subjective evaluation and incentives rather than quantitative indicators, and relaxed and happy atmosphere. Attract highly skilled workers, scientists and innovative talents.

Target aggregation strategy

For specific strategic objectives, it is composed of the above items. For specific strategic objectives, it is composed of the above items. Other expressions of enterprise's basic strategy: excellent products, excellent operation and customer friendliness.

Three, the four components of enterprise strategy

1, strategic thinking-the soul, is the cognitive thought and criterion of the whole enterprise strategy and enterprise management, which needs to be carried out in three stages: a, situation analysis, including macro analysis, micro analysis, self-analysis (SWOT) and industrial structure analysis (five competitive effects); B, policy determination; C. determine the strategic direction.

2. Strategic objective-core;

3. Strategic focus-key; A, product mix strategy; B, market competition strategy; C, technology innovation strategy

4. Strategic deployment-guarantee

The strategy focuses on three aspects: 1, product combination strategy (what products to compete with); 2. Market competition strategy (long front); 3. Technological innovation strategy (attack mode).

Strategic deployment: strategic resource allocation, strategic text compilation and strategic mobilization.

Four, the three elements of strategic objectives

1, time interval (usually 3~5 years); 2. Main areas of attack; 3, the collective goal

Five, the basic characteristics of strategic objectives should have

1, the target is correct and clear; 2. initiative; 3. surprise attack (innovation); 4. Concise; 5, seeking truth from facts, seeking truth from facts, practical.

Sixth, the connotation of SWOT analysis

Advantages (advantages) 2. Disadvantages (weaknesses) 3. Opportunities (opportunities) 4. Threats (threats)

Seven, five competitive forces in industrial competition

1. Entry threat (six sources of barriers: economies of scale, product differences, capital requirements, switching costs, access to distribution channels, and cost disadvantages unrelated to scale);

2. Competition intensity among existing competitors (price competition, advertising war, introduction of new services, increase of customer service and warranty business);

3. Substitute product pressure; Client enterprises have changed from outsourcing to doing it themselves.

4. The bargaining power of the buyer; The bargaining power depends on the possibility of self-employment, the intensity of competition in this industry and the competitive pressure it faces. )

5. The bargaining power of suppliers. (the strength of the supplier and the strength of the buyer go up and down together),

Eight, the connotation of product mix strategy

Product mix strategy, focusing on air/sea/warehousing or logistics; Whether it is a large batch of large cargo flow or a small batch of high value-added small cargo flow; Whether to focus on general users or strive to form strategic partners and focus on major customers, we need to analyze our own advantages and competitive strength.

Sustainable competition strategy, comprehensive cost strategy, differentiation strategy and specialization strategy.

Nine. Connotation and basic types of technological innovation strategy

Preemptive strategy-domestic and international first, do we have the strength?

Follow the strategy-is it appropriate and realistic to follow the first place at home and abroad?

Imitation strategy-if we slow down again, will we lose the market?

Conventional service strategy-whether it is suitable for this enterprise to make up for the shortage of after-sales and in-sales services.