A Research On The Strategies Of Development For ZYHB Chemicals Marketing Company Limited

In recently years, the output and consumption of synthetic resin both have continued fast grow in China. According to statistical analysis, In China, the demand of synthetic resin increased from 51.42Mt to 55.15Mt in 2011,increased 7.3%. Along with the development of the national economy and petrochemical industry, the synthetic resin industry is facing new opportunities and challenges of the market. As a specialization distribution enterprise, ZYHB chemicals marketing Company Limited needs to adjust and optimize company's development strategy, to adapt to changing internal and external environment, seize opportunities, avoid threats, and pursue the positive, healthy growth. We are no longer chasing just speed; we are after quality growth.On the external environment analysis of ZYHB chemicals marketing Company Limited, this thesis mainly adopts Michael Porter's Competitive Five Forces model and the PEST (political, economic, social, technical) analysis method. We researches ZYHB chemicals marketing Company Limited's resources, capabilities and core competitiveness through standard model of core competence, then makes quantitative evaluation for its internal and external environment using Factor Evaluation Matrix (EFE & IFE). Finally We use SWOT analysis method, make strategic choice matching analysis, confirm the overall corporate strategy competitive strategy and functional strategy, and propose the strategic implementation plan of ZYHB chemicals marketing Company Limited.Through research and analysis, We believe that ZYHB chemicals marketing Company Limited should adopt integration strategy. In this way We can improve the efficiency of resource utilizing and hold well of the products market. We also should take related diversification strategy so that we can increase the quantity and scale level of special-products. Through the strategies, We are able to play and sharpen its competitive edge, really expand, specialize. We will become the most outstanding supplier who supplies the special synthetic resin products, and realizes the company long-term sustainable development.