Competition Strategy Research Of Chemical Products In Lanzhou Petrochemical Company

In recent years, Chinese chemical industry has had quite great development, not only in technical improvement, but in growing integral scale and products output. Such pricked up the market competition of national chemical products. Particularly, after China joined WTO, with tariff or non-tariff trade barriers gradually breaking up, import quotas and licenses canceling, all types of imported chemical products occupied domestic market share. LanZhou Petrochemical Company is still a new comer into chemical industry, absent in market experiences, short of sales and manufacture managers, and incomplete in sales system. All of these have threatened its chemical industry development. Therefore, LanZhou Petrochemical Company has to worked out practical competition strategy to survive and develop.This paper uses PEST method, industrial life cycle matrix, models of five competition forces and EFE matrix to analyze and assess the exterior macroscopic environment, industrial development trend and competition conditions of LanZhou Petrochemical Company, as well as the market chances and threats. Through analyzing internal resources and conditions, core competence, and through utilizing IFE matrix, it also analyzes the advantages and disadvantages of the resin management. By establishing SWOT matrix, the paper initially confirms the products competition strategy. And with QSPM matrix, it quantitatively evaluates the primary strategy, ensures it should be diversified competition strategy. Finally, the paper forwards the practical suggestions for the resin development in Lanzhou Petrochemical Company in view of human resources, manufacture management, sales, organization and so on. In order to effectively carry out the product strategy, LanzhouPetrochemical Company should try to do three jobs: the introduction of supply chain, the consummation of the SciTech progress and the consummation of market sell system.Research in this paper has certain value for LanZhou Petrochemical Company to map out and carry out product competition strategy, and could be reference for other domestic chemical companies.