The Study On Competition Strategy Of Special Steel Company In H Steel Group

When the global economy is still in the post financial crisis era difficult when, from thebeginning of2011September, with China’s domestic economic growth slowed againpersistence bottom, growth mainly consumer demand in China’s iron and steel industry alsohighlights the anaemic. The domestic steel industry production capacity of structuralovercapacity, planning is very unreasonable scientific industry productivity layout, with lowadded value and technical content of the low-end products flooding the market and is stillvery fragile upstream iron ore resource control and so on, these are the correct analysis mustbe China’s iron and steel industry, problems and solve. Particularly in the current financialcrisis has not yet dispersed environment, not only the domestic steel export demand prospectsare not very optimistic, iron and steel enterprises long-awaited domestic demand for thedownstream industry starting situation. Let the domestic steel industry one disaster afteranother worried is just in the global economy "mist" has not dissipated when, in2013, at thebeginning of the new year, North China, East China area for large area very rare haze weather,the impact of large, air pollution, heavy fog haze duration, since the founding of the pole forthe rare. The haze pollution is overwhelmed by the environment to once again warned us, hasattracted the attention of the whole society. With the construction of ecological civilizationeighteen general party mentioned height of new national development strategy, plus the publicenvironmental awareness growing, all levels of government attaches great importance toenvironmental protection work in increasing degree. Iron and steel enterprises as energyconsumption, pollution and emissions from the main one, facing unprecedentedenvironmental pressure in business will! After the H steel group special steel companies tojoin the H iron and Steel Group, how to adapt to the severe situation of iron and steel marketcompetition, to play their own advantages, scientific and effective implementation of theenterprise competition strategy, out of "fog haze", achieve sustained rapid and healthydevelopment of the main purpose of this thesis is the research and the discussion question.In this paper, by using PEST analysis method, Michael Potter’s five forces model and IEF matrix and EFE matrix on the face H iron and Steel Group Special Steel Company’s externalenvironment analysis theory, analyzes the enterprise facing the political, economicenvironment and competitive environment, the enterprise’s external opportunities and threats;at the same time, according to the related theory of resource Robert M. Grant has conductedthe research to the H iron and steel group special steel company internal environment,analysis of the enterprise’s tangible resources, intangible resources, human resources andorganizational effectiveness, find out the internal strengths and weaknesses. Analysis ofSWOT by using the comprehensive analysis on the face, through H iron and Steel GroupSpecial Steel Company’s external environment opportunities and threats, internal strengthsand weaknesses of the group, established the H iron and steel group special steel companycompetition strategy, should take the competition strategy is: the poor dissimilation,specialization as the goal, always adhere to the take the characteristics, the road of greendevelopment, integration of resources based on the effective control of cost, scale content,high technology R& D and production of high-quality, high value-added steel products,based on to North Shandong as the center of Beijing Tianjin Hebei market leading position,continue to devote a high-end product development "bridgehead" effect of East China market,and other high-quality special steel demand radiation zone. On this basis, establish thecompetition strategy implementation of the basic ideas, measures and safeguard measures, intechnology research and development, production, marketing as a specific implementationstrategy, the organization structure, human resources, financial management and managementinformation system applications such as security, provides some valuable referencesuggestions and Countermeasures the company’s strategic choice to implement.