Research On Competitive Strategy Of Polypropylene Product From Shaanxi Yanchang Petroleum Group

Since the21st century, the competition of technological innovation becomes intensified all over the world. In order to capture greater market share, it is essential for the enterprises to have planning on competitive strategy for their products. The development of the oil companies plays an important role in national economic development. Because of non-renewable oil resources, at this moment the majority of similar companies have chosen to develop downstream industries and produce oil derivatives to increase corporate profits. Such as the polypropylene which is studied in this article. Polypropylene is a thermoplastic synthetic resin with good performance and has a wide range of applications in the automotive, appliance, electronics, packaging, building materials and other aspects. This article forms the scientific knowledge of things through analysis and screening of related materials of this product. It also uses empirical method of combination of macroscopic and microcosmic, qualitative and quantitative analysis, and advancing layer upon layer to explore competitive strategy of the object of study. It has competition strategy planning based on the results of scientific evaluation with an aim to find the way for development of the object of study.The object of study for this article is polypropylene products of Shaanxi Yanchang Petroleum Group. This article grasps the theory of competitive strategy firstly by combing the documents. After that, starting from the macro environment including the economic environment, political and legal environment as well as technical environment facing polypropylene products of Shaanxi Yanchang Petroleum Group, through the use of the theory of the industry key success factors and design of questionnaire, and analysis of external competitor of that products, it carries out quantitative analysis of the position of the product in the industry by the use of External Factor Evaluation Matrix (EFE) to identify the critical success factors of the industry in order to identify opportunities and threats facing the product from outside. At the same time, combined with the present conditions of the enterprise, it analyzes the situation of the financial data, human resources, technical equipment, production and management, corporate culture of the enterprise, and matches with industry key success factors to identify internal strengths and weaknesses. It evaluates the internal operating environment through the use of internal factors evaluation matrix (IFE), and introduces SWOT analysis model for qualitative combination of external opportunities and threats of the polypropylene products of the enterprise. Finally, it selects alternative competing solutions by using quantitative planning matrix (QSPM) and draws the conclusion on the basis of combination of general planning of12th Five Year Plan of the Group.Through series analysis of the object of study, this article determines the strategy of the future and long-term development of competition of the products as the strategy for technological innovation. And by the use of product development strategy, at the same time, it gives specific implementation proposals to provide basis for the direction and operation planning of the product. At the same time, the author hopes that this study will be certain referential significance to other petrochemical industries and enterprises.