Research On The Competitive Strategy Of Inner Mongolia Shenzhou Silicon Industry Co., Ltd

The company of Inner Mongolia Shenzhou Silicon CO.LTD.(Shenzhou Company)constructed production system of the annual output of 5000 tons of solar-grade polysilicon in 2010.At 2012 we began to commercial operation.Since 2013,the international polysilicon industry has developed rapidly,rapid changes in the market.Shenzhou Company’s external development environment had changed: China’s polysilicon industry had been a serious overcapacity,market prices was below the cost of products.By means of macro-control and market mechanisms,the polysilicon industry had cut overcapacity and eliminated the backward capacity.Some enterprises with cost and scale advantages were survived,the domestic polysilicon industry technology level and market competitiveness significantly improved.In the past three years,under the guidance of the Government’s favorable policies,the domestic PV market had been gradually expanded,the demand for polysilicon was very large,but in the polysilicon industry,some large polysilicon enterprises had obvious cost and scale advantages,seriously threatening the survival of small and medium-sized enterprises such as Shenzhou company.Shenzhou must set up correct strategy and implement effectively to survive in the fierce market competition,According to the theory of competitive strategy,this paper analyzes the change trend of the polysilicon industry and the external environment of Shenzhou company by using PEST,five-force competition model and SWOT analysis method,and sums up the opportunities and threats faced by the company.The advantages and disadvantages of Shenzhou company are refined through the analysis of internal resources and capability.The paper puts forward the strategic combination of the low cost,differentiation strategy and clustering.According to the company value chain and cost-driven factor theory,put forward the key strategy realization path such as management promotion,scale expansion,technology innovation,financial optimization,purchase and marketing improving,human resources.Taking a long-term,open and pragmatic perspective,the author put forward the safeguard measures such as company mechanism,lean production,financial control,talent system,product marketing,brand culture,information so that making Shenzhou company sustainable development.