Research On The Development Strategy Of Wujin Jinniu Company

Urea is an important material of agricultural production. As an agricultural country, China has a great demand for urea. After entering the21st century, the urea industry of China has experienced rapid development, the production has topped the world. And now China has become a main exporter of urea from an importing country. While filling market gaps, the fast development of urea industry also brought a lot of problems, like serious excess production capacity, increasing difficulty of adjusting industry structure and the market is more competitive. In this context, the original urea production enterprises through the capacity to achieve economies of scale, and extends to the upstream energy and the rigid support for raw materials and energy, to enhance their competitiveness; Energy companies are using their energy advantages, low cost in situ conversion of urea production. Urea industry has entered a stage of industry transformation and upgrading, the formulation and implementation of company development strategy will determine the survival and development of enterprises.WuYuan JinNiu company by virtue of a coal resources, has some raw material cost advantage, but as an industry after entering, lack of urea production and management experience, the company development bottleneck. This paper on the basic situation of urea industry and WuYuan JiNiu company, then the urea industry status and the macro and industry environment of WuYuan JiNiu company are analyzed, by comparing with competitors, using SWOT analysis, to find out the strengths, weaknesses and the opportunities and threats, based on these information, using strategic management theory, to designed the competition and development strategy of the WuYuan JiNiu company. In order to implement the strategy effectively, this article also make some discussion about organization structuring, employee structure and information system of the company. The purpose of this paper is to use the scientific method to develop a targeted company development strategy, to provide some help for the development of WuYuan JiNiu company, and provide reference for other similar enterprises.