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DEED OF DECLARATION
I, He Shanshan, hereby submit my MBA dissertation for oral defense, entitled
Study on the Differentiation Strategy of Home Decoration Industry in the Industry 4.0
Era--Take Y Company as the Case Study and truthfully declare that the above-titled
case analysis is a product of my original research investigation.
I further declare that, should the school eventually discover that a substantial portion of
my dissertation is lifted, into to, from original sources, using exactly the words of the
author in more than 20% of the whole content, I reserve the right to Guangdong
University of Foreign Studies to recall my MBA Diploma and cancel the degree granted
to me.
Signed this day of June 1, 2018at Guangdong University of Foreign Studies,
Guangzhou, China.
___________________________
MBA Candidate
ACKNOWLEDGEMENTS
My deepest gratitude goes first and foremost to Professor Qiu Weinian. Without his
professional instructions and valuable suggestions, I couldn’t complete this dissertation.
I got a lot of help and supports from the thesis topic chosen, ideas, writing, revising, and
to the final version. I am deeply grateful of his guidance in the completion of this
dissertation.
Secondly, I would like to thank Mr. Lin Jiarong who has given me valuable advice
during my dissertation writing. Thanks for his help in academic research which has
inspired and encourage me.
Thirdly, I am deeply indebted to all the other teachers in MBA center, who led me into
the world of business administration and whose lectures have widened my vision, and
enriched my knowledge.
Finally, my special thanks should go to my parents and my husband for their loving
considerations and great confidence in me all through these years. Their love and
support is my power to step forward.
I
ABSTRACT
The integrated ceiling industry is an important branch of the home decoration
industry. In recent years, accompanied by the prosperity of real estate for more than
ten years, with the steady development of national economy, the rapid increase of
people’s income and the change in consumption concepts, it is estimated that by
2020, the market capacity of integrated ceilings is expected to exceed 25 billion
RMB.
Due to the low barriers to enter the industry, enterprises and individuals have flown
into this industry, making the current competition in the integrated ceiling industry
extremely cruel. At the same time, in the upcoming era of Industry 4.0, the
integrated ceiling industry is also facing the transformation and upgrading of the
manufacturing model. Taking the industry leader and founder Y Company as an
example, it possesses the industry's leading research and development capabilities.
However, along with the existing focus strategy development, Y Company’s market
share is only about 3%, and in the first half of 2016, it was surpassed by the largest
rival O company. Y Company is facing the problem of how to adjust its development
strategy to enhance its competitiveness.
This dissertation studies the competitive strategy of Y Company in the Industry 4.0
era based on competitive strategy theory and strategic analysis tools. First of all, in
the application of the PEST model for analyzing the macro-environment of company
Y, industrial 4.0 technology, China manufacturing in 2025, and the upgrading of
consumer demand put forward new requirements for Y company's strategic
development, so that Y Company needs transformation and upgrading of
manufacturing. Secondly, the SWOT model analyzes the company's internal
environment. Through analysis, it has been found that the Y company's strengths are
mainly its brand, product R&D, and sales service network; the major disadvantages
lie in that the business is the over focus on the home decoration market, the
unbalanced development of channels, and the low dealers' capabilities; and the main
opportunities are the rise of large-scale customization and Internet home decoration,
as well as the development of rural e-commerce; and the development of the public
decoration market; the threats are mainly the risk of dealers and stores management,
and the risk of increasingly fierce competition in the industry.
The conclusion of this dissertation is that the focus strategy is no longer adaptable to
the development of the company. Y Company should actively explore the。。。。。。