The Research On Developing Strategy Of Equipment Manufacturing In Zhenhai Petrochemical Jianan Company

With the rapid development of China?s economy, technology and society, the equipment manufacturing industry has made great achievement and the localization percentage of the equipment in the petrochemical industry is higher and higher. Therefore, it gradually leads to the change of the competition from quantity to technology and the products of the company develop from ordinary equipment to energy-saving, environmental and highly efficient equipment. The company mainly focuses on the production of chemical pressure vessel and has its own core product, winding pipe heat exchanger via decades of development, but more and more imitators and substitutes make the market competition much fiercer. Facing the emergency situation, the company needs to make a long-term overall strategy to accelerate the development of the company. Based on the external and internal circumstance, this article intends to make reasonable developing strategy to improve the efficiency of the decision on management and catch the opportunity during the rapid development to improve the competitiveness of the company.This article analyzes the external macro environment of the company facing with by PEST analysis methods. Besides, by using the Michael·Porter competitive strategic theory, we analyze the competitors of winding pipe, internal resource and ability, current situation and the development trend of the industry via Porter Five-force Model, value chain and the SWOT analysis. Hence, we conclude that there is comparatively sufficient space for market development and the competition becomes much fiercer. Based on the above analysis, we have settled down two developing strategies for the company which are differentiation strategy and diversification strategy, and take the differentiation strategy as the core theoretical weapon. The differentiation strategy includes the difference of technology, quality, customers and the profit modes. The diversification strategy aims to enrich the products and improve the ability of risk-resistance to enlarge the scale and enhance the management of the company.According to the developing strategy and combining the real situation of the company, we Identified three aspects of strategic implementation strategy:the research and development of products,the innovation of managing mode and Brand strategy.There are four strategies for successful safeguard measures:the management of human resource, and the construction of strategy-guiding corporation culture, the establishment of efficient structure in organization and the risk control and management of the company.by executing these measures, the company can construct a high-quality staff team and improve the ability of service and research on the products which are linking up to the market. The same time we spare no effort to explicit the domestic market, we can explore the foreign market and increase the profit. Besides, we positively construct the corporation culture and form the united value system among the colleagues to make the team more harmonious, stable and efficient. Insured by these safeguard measures, the developing strategies can be implemented successfully to catch more developing opportunity, establish a leadership position and creative the sustainable competition advantage in the industry.