Strategic Research Development Of HNZH Company Under The Background Of Industrial Restructuring

To maintain the rapid growth of the economy, the auto market growth significantly, is the main promoter of the past 10 years, natural rubber and its downstream industries golden age. And the subsequent economic slowdown, the expansion of supply and demand, the price of natural rubber, such as a roller coaster in general, the market was once as low as 6150 yuan per ton, also up to 42,500 yuan/ton. Agricultural production and supply, weather, international production monopoly, speculative capital, macroeconomic and crude oil prices, trade policy, etc., are all factors in the natural rubber price fluctuations triggered. For example, the United States gradually withdraw quantitative easing monetary policy, global liquidity reduced pressure transmitted to commodity prices; also, the main natural rubber producing countries have moved into newly planted rubber plantation harvest, the world’s natural rubber production will maintain a large scale production; as well as domestic social stock and Qingdao bonded Warehouse inventory pressure, total inventories at historically high levels; there are alternatives to the impact of synthetic rubber, and so on. According to statistics, the number of domestic rubber processing companies for more than 40-50, accounting for about 10% of the global amount of the 2013 global rubber processing capacity exceeds 25%, coupled with low profit rubber processing plants, lack of natural rubber prices to negotiate the right to speak It can be predicted that the next few years more or rubber processing enterprises will disappear, or consolidation, reorganization. Therefore, this paper analyzes the current rubber processing enterprises of the living environment, seeking to be in a transition period to upgrade their successful efforts.Paper chooses HNZH company as the research object, introduced rubber industry structure under present development of rubber industry, as well as the transition to the new economic normal current challenges HNZH company brought. Due to the range of industrial restructuring involves too broad and complicated, so prior to HNZH in intensive analysis, we first use the more commonly used SWOT model HNZH company’s external environment, internal resources and core competitiveness to analyze and draw future development of the company need to "use business advantage, to avoid environmental threat" preliminary conclusions. Based on SWOT analysis based on the use of grand strategy matrix method HNZH company select and develop the future development strategy-Concentration Diversification. That recommendation HNZH company focused on advantages, vigorously develop radial tire rubber core business, while increasing research and development efforts latex material products, accelerate into use latex production line, seeking the medical and public health level, insulation level, senior tire, submarine and other products art breakthrough. In order to achieve the main business of specialized, large-scale production, while meeting the requirements of the development of a rich product line.Finally, on how to improve the level of product technology, how to expand marketing channels and how to establish a stable procurement channels, how to strengthen brand building, business risk control, and strengthen environmental awareness and other aspects of security strategies for the implementation of HNZH company gives a specific, operational and feasibility strong countermeasures and business risk prevention measures.