Research On Market Competition Strategy Of NG Company

Along with our country economy enters a steady growth in the new normal,the domestic steel industry to run into the last downturn,the iron ore,coal and other raw materials prices,steel mills capacity not to cut inventories continued to rise,the downstream demand growth is slowing,bank lending to the enterprise negative,enterprise own capital loss factors,such as iron and steel industry is in a state of small profits,losses,dwelling in the throes of transformation and upgrading,production and operation situation is extremely serious.It is an urgent problem for every iron and steel enterprise to improve the competitiveness of the enterprise and get the enterprise out of the downturn as soon as possible.NG,the company is located in beautiful scenery of jiangxi nanchang qingshan lake area,the company covers an area of 2.23 million square meters,owns 11000 employees,all kinds of professional and technical personnel 2100 people,the total assets of 2.614 billion yuan,with an annual output of 1.2 million tons of iron and steel 1.4 million tons,1.5 million tons of capacity.With the increasing market competition,NG company has been operating so far,and the overall performance is not ideal.As the whole steel industry continues to be depressed,the company has not shed its losses.NG company as the latter of the industry,faced with less operation time is shorter,production and sales experience,imperfect market rules to master,and increased market share is relatively slow,order income is relatively low and the insufficient order,production capacity is not fully released,production costs are high,and many other difficulties and challenges.Based on the market at home and abroad for reference,the competitive strategy theory,on the basis of research results and the practice exploration experience,using PEST and SWOT analysis method,analyzes the NG company macro and industry environment,market competition advantage and disadvantage,opportunities and challenges,etc.,and puts forward the NG market competition strategy of the company.The main conclusions are:(1)NG company started to market competition in the global economic recovery,China’s economy enters a new normal,"area" strategy implementation,domestic stimulus "open" series such as iron ore prices are low,the downstream industry demand is not popular trend,such as NG company market competition is both opportunities and challenges,more opportunities than challenges.(2)NG the company by the "twelfth five-year" "much starker choices-and graver consequences-in" continuous innovation and development,flexible production capacity of enterprises,new product research and development,the traditional brands,product technology content and added value,strategic management ability has been greatly promoted,has a considerable competitive advantage.NG,meanwhile,the company also exist to a certain extent common fault in state-owned enterprises,high property debt,mark the level is not high,the marketing concept and model is relatively backward,the resources guarantee ability is weak,enterprise culture is not effective,this to a certain extent,restricted the NG the formation of the company’s market competitiveness.(3)NG company in order to realize the strategic target of "high-quality goods plank,outstanding enterprise",the market competition strategic should implement cost leadership strategy and diversification strategy,specific should pay special attention to talent strategy,procurement strategy,the steel industry strategy,r&d strategy,marketing strategy,enterprise culture strategy and control strategy,etc.,to ensure the smooth implementation of NG,the company’s market competition strategy and improve market competitiveness.