The Competition Policy Research Of China's Daily Chemical Enterprise

With the rapid development of China's economy and improvement of people's living standard, the market capacity of daily chemicals is rising, more and more enterprises are involved in this industry, make chemical industry become one of the most competitive industry in China. Because China's daily chemical industry opening up earlier, and entry threshold is low, many famous international daily chemical enterprises have entered the market. Due to the lack of competitive advantages, when facing the challenge of powerful foreign daily chemicals giants, China's chemical company universal get in the trouble of survival and development.This paper aimed to improve the competitiveness of China's daily chemical enterprises. The paper based on the review of enterprise competition theory and summarize of characteristics of daily chemical market, use the analysis methods of resources school, build the competition policy framework separately from external market factors and internal factors. Then, connect the external market factors and internal factors , explained how to convert internal resources into competitive advantage, and suggestions is proposed to enhance their competitiveness from how to make competition strategy and how to use competition. Finally, based on the cases of Herborist and Nice group, the paper use the framework of competitive policy to discuss the successful experience.The main conclusion of the paper is: 1, When making competition policy, China's daily chemical enterprise should pay attention to the actual condition of the market, make full use of the disequilibrium of the market to construct barrier against foreign company and avoid direct competition.2, China's daily chemical enterprise should combine competition policy with their own ability, establish differentiation advantage and translate culture into one aspect of the core ability. 3, China's enterprise have to realize the importance of capital operation, enterprise may use the way of mergers, acquisitions, and mutual shareholding to improve the ability of resist risk and quickly obtain competitive advantage, on the promise of ensuring safe, accumulate competition strength to compete with foreign enterprise. 4, China's chemical enterprise must be good at drawing, keep the flexible, adjust competition policy and its application modes at any time according to the change of external conditions and their own situation. Hold the trend of the market and industry, play its features and advantages effectively.