Research On The Development Strategy Of A Fertilizer Co., Ltd

China is a populous country with 1.3 billion people,among which,900 million are farmers.Thus,food security and "the three rural issues of countryside,agriculture and farmer" are essential to the sustainable,rapid and healthy development of the national economy.As an important material to support agricultural production and ensure national food security,chemical fertilizer is of great value.The chemical fertilizer industry has half a century of development and marketization.However,with the rapid rise of private enterprises,the monopoly of state-owned enterprises in the production and supply situation is gradually broken,leading to an increasingly fierce competition in the fertilizer industry.A series of problems then appear,that is,excess capacity,low efficiency of nutrient utilization,and ecological environment pressure and resource and energy waste due to unreasonable fertilization.These problems have increased the operating pressure on fertilizer enterprises.The urgent problems to be solved are that how to determine enterprise's development direction,to achieve the optimal allocation of resources,and to improve enterprise's profit ability in the fierce competition environment.A chemical fertilizer limited company is a production of nitrogenous fertilizer enterprises.In the industry background of excess capacity and low utilization ratio of fertilizer,it bears the challenges and threats of industry,but also has a unique development opportunities in the new period.For example,the "Central Document No." which has been sustained concerning the agricultural development over the years,not only indicates the direction for the development of agricultural development,but provides a solid support for the political significance of the development of related industries.In addition,with the structural reform of agricultural supply side,zero growth action of chemical fertilizer and pesticide and organic fertilizer to replace chemical fertilizer to promote the agricultural industry development opportunities,there are also developing opportunities hidden in the agricultural industry.The chemical fertilizer enterprises need to upgrade.The author chooses this research topic based on such background of this industry and the current situation of the development of enterprises.Through the PEST analysis,the Potter five forces model analysis tools,this paper analyzes the political,economic and social development of the macro environment,industry environment for A Chemical Co.Ltd.,and summarizes the external environment opportunities and threats faced by the enterprise.Then,it sums up theinternal factors of the organization of production capacity,technological innovation ability and financial management ability etc.Besides,through SWOT analysis and making the strategic choice of enterprises,namely the diversification strategy,it finally puts forward the safeguard measures of implementation of diversification strategy.The research of this paper not only provides a theoretical and practical strategy for enterprises A,but also offers a reference for other similar and the same scale enterprises,so as to further promote the development of the whole industry.