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1、AbstractWiththerapiddevelopmentofChina’Smarket-orientedeconomy,environmentalpollutionandwastageofnon．renewableresourceshavebothincreased．Thegovernmenthasgivenenvironmentalprotectionandresourceconservationhighpriorityinthenationaldevelopmentplan．Tiresarekeycomponentsofautomobiles，andwiththera
2、pidincreaseofcarsontheroad．theirconsumptionhasbecomeamajorenvironmentalconcern．TiresaremadefromsyntheticrubberwhichiSderivedfromoil．a(chǎn)ndthedepletionof吐lisminera】resourceiSextremelyalarming．Tireswhenscrappedandabandonedcausedseriousenvironmentalpollution，andtoaddressthisissue，thetireretreading
3、industrywascreated．Thisthesisillustratedthedevelopmentoftireretreadingindustryanditscurrentsituation．researchedonhowtheenterprisecankeepitscompetitiveedgeinthemarket．developedrelevantbusinessstrategiesandexploredfuturetrendsinthedevelopmentoftheenterprise．ThisthesistakesMKLasareferencepoint；
4、givesacomprehensiveandin—depthreviewofthestatusofthetireretreadingindustryandtheproblemsthatneedtobesolvedurgently,usesSWOTanalysisanddifferentiationstrategytoworkoutthemeasuresthatmustbetakenbytheenterprise．AsthetireretreadingindustryiSunregulatedandcompetitionfierce．MKL’SdevelopmentiSchall
5、enged，butthroughanin—depthSWOTanalysis，wecandeducethestrengthsoftheenterpriseandthenumberofopportunitiesthatcouldbetapped．Enterprisesthatseektodevelopfurtherneedtobreakthroughthecurrenthurdles．a(chǎn)nditiSnecessarytoclearlyunderstandthemarketdevelopmentaltrend．BasedontheanalysisofChinatireretread
6、ingindustry’Scurrentdevelopmentalstageandcomparingwiththeindustryoverseas，theauthordeterminedthatthefutureofChina’StireretreadingindustryiSbright．Afteryearsoffiercemarketcompetition，thefittesthavesurvived，andthemarketiSreadyforanupturn．Tograspthisopportunity,theenterprisemuststrengthenitself
7、．Theenterpriseshouldutilizeitsstrengthsandcustomizedthemtotheneedsoftheindustry,setalong—rangeplanwithdifferentiatedstrategicapproaches，establishitsbrandingstrategy,constantlyinnovatingandestablishingacomprehensiveanduser-friendlyserviceculture．Ino
