Research On The Competitive Strategy Of Shan Dong HT Chemical Co.Ltd.

At present,China’s development is facing unprecedented risks and challenges,world economic growth is sluggish,international trade friction is intensifying.The situation of environmental protection and production safety of chemical enterprises in Shandong Province is very serious.As a large state-controlled unlisted enterprise with its own power plant,which integrates coal chemical industry,salt chemical industry and fine chemical industry,Shandong HT Chemical Industry Co,.Ltd.faced severe environmental protection and safety pressure from outside,and the price of raw materials rose,profit margins are severely squeezed.Based on the reality of Shandong HT Chemical Industry Co.Ltd.,this paper analyzes the external macro-environment of Shandong HT chemical industry by PEST theory,and analyzes the industry environment by five-force model,this paper analyzes internal conditions from two aspects of resources and capabilities,and uses SWOT matrix to identify opportunities and threats,advantages and disadvantages,so as to make competitive strategy for enterprises according to their own conditions.Implement the total cost leading strategy in the basic chemical industry,Mainly through the implementation of comprehensive budget management,fine control of costs,the overall reduction of enterprise production costs and management costs.In the field of fine chemicals to implement cost leadership and differentiation of the integration of the competitive strategy,To meet the needs of market differentiation,do a good job in product segmentation,production of a variety of specifications of PVC products,give full play to quality advantages,outstanding quality,establish brand,to meet market and customer requirements.In order to ensure the effective implementation of the company’s competitive strategy,it is necessary to: First,we should strengthen human resource management and cultivate differentiated high-quality talents;Second,we should ensure financial resources,reduce financial costs and defuse financial risks;Third,we should strengthen the management system and information construction,improve the management level and efficiency,and provide information guarantee;Fourth,we should strengthen the safety responsibility,strengthen the safety management,and improve the utilization rate of the device;Fifth,we should strengthen the construction of enterprise cost culture and enterprise innovation culture.Through the above measures,improve the company’s profitability.