Research On The Development Strategy Of Deyang Haohua Qingping Linkuang Co.,Ltd.

Since the 18 th CPC National Congress,China has been optimizing the industrial structure under the guidance of 《Made in China 2025》 and the 13 th Five-Year Plan in order to balance the domestic supply and demand.In 2013,"One Belt One Road" initiative was proposed by General Secretary Xi Jinping,which is a new chance for not only international cooperation but also exporting excess domestic capacity.Under these national policies,Chem China Group adjusts the organizational structure positively in accordance with "new science,new future" rule and aims to forming the "3 + 1" main business pattern including material science,life science,advanced manufacturing plus basic chemical industry.Deyang Haohua Qingping Linkuang Co.,Ltd.founded in May 1964 and aims to be the leader in China phosphorus chemical industry,the main productive capability are 1 million tons of phosphate rock per year and 200,000 tons mono-ammonium phosphate per year.In June 2006,it became one member of Chem China Group.In order to achieve the strategic objective,which is to be the leader in Si Chuan phosphorus chemical industry in 2029,increase the business revenue over 1 billion,reach the profit rate 5%-10%,keep the debt ratio of enterprises between 40%-50%,Deyang Haohua Qingping Linkuang Co.,Ltd.needs a new development strategy,which is mainly discussed in this paper.The first step of creating a reliable strategy for Deyang Haohua Qingping Linkuang Co.,Ltd.is to collect the voluble information.The information of the world-wide phosphorus chemical industry including “One Belt One Road” 65 countries,China macro environment,the domestic phosphorus chemical industry environment and the main competitors in China etc are used as the primary analysis data.Based on which,the Potter five force model,competition situation matrix,internal and external factors are adopted,and showed that there are six main opportunities,seven major threats,three internal advantages and five disadvantages.Based on which,the SWOT matrix analysis is applied and the horizontal integration strategy is selected as the overall strategy: Deyang Haohua Qingping Linkuang Co.,Ltd.changes to be a trading company and enhance its core competitiveness through combining the resources of the parent company-Chem China and other phosphorus chemical enterprises in Si Chuan Province.The competition strategy mainly adopts the centralized & differentiation competitive strategy that is to supply all kinds of phosphorus chemical products and services for the "One Belt One Road’ countries.The functional level strategies are chosen the new marketing strategy based on the 4Ps theory and the defensive financial strategy.Under the guidance of the above strategies,the strategic objectives will be achieved through the specific strategic implementation plan which contains seven sections that are organizational structure,resources allocation,technological innovation,motivate mechanism,cultural construction,process control and risk control.Deyang Haohua Qingping Linkuang Co.,Ltd.finds a new way to develop through this research,meanwhile this article be used as a reference for other subsidiaries of Chem China Group under the same situation.