Research On Competitive Strategy Of Gansu Yinguang Juyin Chemical Industry Co.Ltd

Fine chemical industry as an important sub-industry chemical industry,high technological content,development potential,has become a measure of a country's industrialization and modernization of an important symbol.However,with China's macroeconomic slowdown,TDI overcapacity problem has become increasingly prominent,product prices showed a rapid decline in the trend,TDI from the old star products into the price war.Gansu Yinguang Juyin Chemical Industry Co.Ltd.is China's polyurethane industry in the early development of fine chemical companies,mastered the intellectual property rights of TDI production,with 100,000 tons / year of production capacity,annual sales income of about 2 billion yuan,For the cradle of China's TDI industry.With the rapid development of the industry into the mature period,the company's internal and external business environment has also undergone profound changes in 2015,TDI product prices fell sharply,business into a serious loss,2016 TDI prices usher in explosive growth,business From a serious loss to a substantial profit.But look to the future,with the industry overcapacity intensified,TDI industry will enter a more brutal price competition period.This paper first describes the development of enterprise strategy,introduced the main strategic analysis methods and tools.Secondly,through the analysis and research on the internal and external environment of the Juyin company,the PEST,the five force model,the SWOT and other analysis tools are used to quantify the opportunities and threats faced by the Juyin company,its advantages and disadvantages.Contrast,put forward the total cost of the leading competitive strategy.In order to realize the strategic landing,we have put forward specific measures from four aspects: strengthening the process research,improving the scale of the device,implementing the lean management and creating the circular economy industry chain,and from the development of the mixed ownership,speeding up the reform of human resources,improving the marketing service system,Safety and environmental protection construction,the use of policy support five aspects of the proposed protection.It is hoped that the implementation of the leading cost strategy will provide useful decision-making reference for the management,help Juyin company to win in the market competition.