| Tianjin Petrochemical Company(TPCC) , which is affiliated to ChinaPetrochemical Corporation(SINOPEC) , is a super large enterprise with ethylene,petro-chemical industry and polyester fiber as its core businesses. In the past 20 years,TPCC has been creating a beneficial mechanism in terms of production, techniqueinnovation, quality control and human resources, etc. The company is becoming moreand more competitive in petro-chemical industrial field. Though currently TPCC hasthe condition to grow speedily, it still faces the problems of developing direction isunclear, managing mechanism is imperfect. Thus, the essay studies the developingstrategy of above three areas of the company from aspects of quantity and qualityfixation.By analyzing the exterior economy of the enterprise, the essay analyzes ourcountry's macro economic situation, regional economic situation in Tianjin and theinfluence on our country's petro-chemical industry after entry into WTO. The essayalso analyzes the developing trends and market demand of ethylene, petro-chemicalindustry and polyester fiber industry. Meanwhile, the essay analyzes comprehensivelyin regard with TPCC's production, finance, technique innovation, human resourcesand the competitive power of the units. In order to help the company to set forth thedeveloping strategy, the essay draws the conclusion of the company's advantages anddisadvantages, challenges and opportunities through analyzing the company's interiorand exterior surroundings and capabilities. Finally, the essay puts forward thecompany's strategic developing plan and particular applying measures by utilizingMichael E. Porter's competitive strategic theory. That is: cost takes the lead todevelop ethylene and petro-chemical industry;differential strategy adjusts the productslate in polyester fiber industry. |
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