Inner Mongolia Junzheng Energy And Chemical Group's Chlor-alkali Business Competition Strategy Research

Chlorine-alkali chemical industry which belongs to the basic raw material industry,is the pillar industry for the national economy,playing an extremely important role in local economic development.Junzheng energy chemical group co.,LTD is a leading enterprise in chlorine-alkali chemical industry in Inner Mongolia,headquartered in wuhai city,Inner Mongolia autonomous region.With the local coal,limestone and other advantageous resources,the chlorine-alkali business of the company achieves rapid development.The research object of this paper is focused on the chlorine-alkali business section of Junzheng group.Under the background of deep transformation and upgrading as well as the structural adjustment of chlor-alkali industry,this paper aims at combining of theoretical study and practice,using strategic analysis tools,determining the enterprise strategy and putting forward the strategy implementation measures,so that to realize the strategic study for the company as well as its chlorine-alkali business.In particular,by using the PEST analysis,Porter five model,this article analyzes its external environment which based on a series of industrial backgrounds,such as the severe overcapacity of chlorine-alkali chemical enterprises in China,continuous improvement of industrial enterprise installations and technical level,improvement of industrial chain,and intensifying competition of homogenization.In the meantime,this article accurately identified the external opportunities and threats as well as their advantages and disadvantages by using SWOT analysis tool.On the premise of sticking to the four basic principles of overall and comprehensive,long-term and sustainable,and fully considering its advantages and dynamics,three basic competitive strategies are compared and evaluated the pros and cons,combining the business and product features,eventually sets the cost leadership strategy as the competitive strategy for the chlorine-alkali business of Junzheng group.The cost leadership strategy mainly considers that Junzheng enterprise is in the leading position in the industry.By reducing the costs across the board.,it can lead the business to eliminate backward production capacity,and maintain the absolute superiority of the enterprise in the chlorine-alkali chemical business,so as to promote the benign development of other parts of the enterprise.In this paper,through the research for the Junzheng chlorine-alkali business competitive strategy,the author puts forward the low-cost leading as its competition strategy which matches the long-term development needs of the enterprise as well as concerns about the conditions such as resources,capabilities and its external competition environment.On one hand,it riches the research theory of competitive strategy of chlorine-alkali chemical business in China,on the other hand,it provides reference for the selection of competitive strategies of other similar enterprises.