Research On A New Product Strategy Of PTMEG In Oil Refining Company A

With the enterprise reconstruction and the entry of foreign competitors due to theentry toWTO, the domestic oil refining enterprises are facing even fierce copetitionfrom both the domestic and foreign competitors. It is vital for the enterprisedevelopment to keep adjusted their changing paces of product structure and strategyto the voice of customers. Based on the modern management theory and analysismethod of industrial engineering, this paper made deep research on choosing andadjusting the product trategy present. Through the international and domestic marketanalysis of PTMEG, a brand new product strategy as well as its target market isfocused. The economic and technical indicators are compared with those of the otherdeveloped enterprises in the domestic market, which offers a new orientation ofexploring high value-added products as one of the strategies for oil refining productimprovement.The paper made comprehensive analysis of the influential factors of both internaland external enviroment to the product strategy. Influences from both the macroenvironment and the whole industry are focused on the product development. Theinternal advantages and disadvantages of techniques and resources in the oil refiningenterprise A are analyzed as well. Based on the theory of product strategy matrix, thealternatice strategy of explrong high value-added products is suggested in obtainingpreferable market shares and enhancing the enterprise competitiveness. The followingeffort is focused on the comprehensive analysis and research of PTMEG, includingmarket analysis, demand forecasting, technical scheme, public facilities and economicanalysis, which concludes as an appropriate product exploration scheme based on thegiven company business strategy.