Reserch On Competitive Strategy Of Cement Products Enterpise Under The New Normal

During the new-normal economic environment, the economy is increasingly growing in high speed, economic structure is constantly optimized, and growth is no more rely on the economic elements or investment but on innovation.Now our nation is promoting the supply-side-reform, so we should compress cement output and increase valid supply of middle and high-end cement products such as PCCP to extending the value chain of cement.Under the new situation,the SDLQ pipeline company must take precautions,care of the long-term development and stand in the height of strategy to develop and implement competition strategy adapted to the new market environment and fit the enterprise characteristics.This article introduces several strategic management theory first,and then analyzes the current situation of cement industry and cement products by using the value chain theory. It also analyzes the influence on cement products development by economic environment and shows us the SDLQ enterprise ' s own resources and capabilities.Finally this article expounds the competitive situation based on five-force model.Through the analysis,we can generalize the company's opportunity such as the stable national economic environment,the high-speed increasing of investment,the strong demand,national policy support, adequate supply of raw material,the lack of alternative and improvement of production technology.Though the SDLQ pipeline company is also facing threats,such as intensifying competition among domestic peers,price fluctuation of raw material,high transportation cost and increasing human cost.The company's inner advantages are brand advantages, location advantage, production capacity, management advantages, cost advantages, information superiority.The company's inner disadvantages are lack of talents,unreasonable human resource structure,imperfect marketing system,unfit organization structure,and unreasonable product composition.Based on qualitative analysis of alternative competitive strategy(feasibility study) and quantitative analysis,this study concluded that the SDLQ pipeline company should implement total cost priority strategy to win in the competition.Besides,the company should take steps to guarantee implement of competitive strategy,including improving value chain,organization,human resources management,enterprise cultural construction,marketing system,marketing strategy and device conversion,and increasing innovation to lower the cost,implementing economies of scale,and lean production.This study helps the SDLQ pipeline company develop its own core competitiveness,to expand market share,gain the marketing advantage,promote the long-term healthy development.Otherwise,other cement company can get reference from this research about making competitive strategy.