Analysis On The Development Environment Of Rare Earth Company In North China And Its Strategic Research

The demand of RE market in China has not yet recovered since 2012 and the price of various kinds of RE products has continued to decline, the rate of reduction of rare earth export increase in volume. The overall situation has not improved.Faced with sagging rare earth rare earth market, Northern Rare Earth(GROUP)HI-Tech.co.,LTD (called Northern Rare Earth Company)has implemented the "new rare earth" development strategy since the year of 2012. This improved the Group internal control system and enhanced the Group’s management level and risk prevention and control capabilities. Although the right to master the "new rare earth" development strategy of the company has played a role to some extent, there is no international market price of rare earth due to the export volume of rare earth, the low production technology and the price level, which can not make the business better adapt to the economic development of the rare earth industry. Therefore, Northern Rare Earth Company need to analysis of the company’s development environment and design long-term development strategy, so as to better keep pace with economic development of rare earth industry to achieve sustainable development in Northern Rare Earth Company.Firstly, this paper summarizes the development of the North rare earth company and its problems based on the current situation and the market operation of the rare earth company; Secondly, this paper establishes the development environment evaluation index system, which combined with the development of the north of the rare earth environment analysis; Again, this paper uses IFE and EFE model to evaluate the internal and external environment of Northern Rare Earth Company. And this paper uses SWOT model to analysis the overall environment of Northern Rare Earth Company and puts forwards the group and the "going out" as the core strategy, which including the industrial chain extension strategy, technology innovation strategy, talent strategy as the support of development strategy; In the end, the paper expounds how to implement the development strategy and the safeguard measures for the implementation of the development strategy of Northern Rare Earth Company.