China Sinopec Changling Branch Development Strategy

Changling Refinery and Chemical Co. Ltd, a subsidiary of SINOPEC and a large refinery and chemical enterprise of the in central China. With the further development of our open policy, especially after with our entry of WTO, great changes have taken place in the management environment of Changling. To accomplish its sustainable development and improve its competitive abilities, it is most urgent to work out practical strategies accordant with the facts.This paper first makes an investigation and adopts Analytical Strengths Weaknesses Opportunities Threats for the external environment and internal conditions in Changling and gets Strengths, Weaknesses, Opportunities and Threats. Then adopting Porter's theory and Analytical Hierarchy Process and Fuzzy Comprehensive evaluation, it has a qualitative and quantitative analysis of Changling's competitive abilities. By analyses, Changling's competitive abilities are above middle level in subsidiary companys of SINOPEC .Meantime, using Value Chain and Boston Matrix, the paper analyses the production & management activities and products mix in Changling. Thesis is used for reference the successful development experience of International Petroleum Chemical Corporation .In the end the paper puts forward the development strategies is stressing the readjustment of the products, giving prominence to refinery which is the main product, activate the other subsidiary products, merging production and sales into an organic whole and improving the comprehensive competitive abilities in the light of scientific and technological progress. The article discuss the measure of Changling's development from marketing, technology reformation, product development and human resource management and development.