The Enterprise Strategy Research Of JR Corporation

Modified engineering plastics industry as a national advanced polymer industries as an important branch of China for support of advanced equipment manufacturing realize the transformation and upgrading of industrial a vital role. But the present situation is our country scale above modified plastics production enterprise more than, present a strong regional, mainly concentrated in guangdong, zhejiang, jiangsu, shandong, Shanghai. Besides domestic production enterprise, modified engineering plastics industry giants have also landed in Yangtze river delta and pearl river delta region. At present in the two areas have thousands of home enterprise engaged in the production of plastic compounds, scale above modified plastics enterprise near. In the competitive characteristics present in the low end of the market admittance threshold low, price competition is serious, the excess capacity, resource utilization rate is not high. High-end market long-term by foreign multinational chemical giant occupation, and technology tight blockade, countries still need a lot every year import a lot of modified engineering plastic high-end embarrassing situation. Because modified engineering plastic excellent performance and more accord with energy conservation and environmental protection trend, in recent years the modified engineering plastics have been widely applied in electronic electrical, automotive, construction, office equipment, machinery, aerospace and other industry, plastic instead of steel, plastic instead of wood has become the international fashion trend. Modified engineering plastic has become in the world today in the plastic industry the fastest growing fields and the development of countries not only pillar industry and modern hi-tech industry plays a support role, but also promote the traditional industry transformation and the adjustment of product mix. As the largest JR in zhejiang province of modified engineering plastics enterprise in recent years to adapt to the requirements of the market competition environment, actively carry out enterprise strategy formulation, in order to improve the competitiveness of the enterprises, and lead the modified engineering plastics enterprise upgrade. In this paper the JR political and economic environment analysis, social technology environment on the basis of analysis, take potter five competitive forces model, the value chain analysis model analysis, SWOT analysis model is analyzed, and through the implementation of the focus on strategy, cost leadership strategy, soft power strategy, moderate diversification strategy can establish feature products access door JR column, and gradually get rid of in the low end of the market price competition situation, will become our country in the construction company JR industrial electrical segments of the first in the field, the leading vehicle engineering plastic field, in the advanced new macromolecule material field the realization moderate diversification, the occupation industry high-end market strategy conception, and put forward the development of the company become high-performance JR. modified engineering plastics and functional materials and solutions provider, and to be the high performance modified engineering plastic and functional materials leader, innovation technology and innovation service to create human happy life of enterprise vision. This paper hope to the company’s strategic planning JR design as an example, for many "science and technology small giant" type of high and new technological enterprise development strategy for the company to provide reference and using for reference.