The Development Strategy Research On PetroChina Lubricant Branch In Dalian

In 2018,with the rapid development of China's economy and the acceleration of global economic integration,the booming Chinese lubricant market has become an arena for major lubricant companies at home and abroad.Competition among enterprises has intensified,and product homogeneity has become quite serious.The competition in the market has changed from the original product competition to the competition between brands.In some places,for the purpose of counterfeiting Kunlun products,major enterprises and oil companies have switched to some real estate lubricant brands in order to reduce profits,resulting in a decline in the market share of Kunlun products.For many years,as the leader of China's petroleum industry,Petro China's lubricants company has achieved a certain improvement in its strength through the implementation of continuous restructuring strategy and brand integration.However,compared with well-known multinational companies,there is still a certain gap.Based on the fierce competition in the domestic and international oil industry,China's overall oil industry is facing enormous challenges in its development.Therefore,China's oil industry must carefully analyze the actual development of the industry,and then find out the corresponding solutions.In order to develop in the long-term development of this industry and rely on the strategic planning of the enterprise,it is an arduous and complicated system engineering to survive and develop in the process of change.How to formulate effective and implementable strategic goals and ensure the steady development of enterprises in fierce competition is a common concern of academic circles and enterprises.This paper will first explain the importance and necessity of the research on the development strategy of the lubricant industry,and introduce the basic situation of the development of strategic theory research at this stage.Then we will introduce a variety of strategic management theories and their connotations,and identify a variety of analytical tools and methods to pave the way for the formulation and implementation of the strategy.Next,this article will use the PEST analysis method to make a detailed external environment analysis of the industry,market and business development status of the target enterprise,and obtain the opportunities and threats encountered by the current development of the enterprise;use the Porter Five Force Model to analyze the enterprise competition.Secondly,through internal environment analysis and comparison with other competitors,we can find that the core advantages of the branch are resources and services.The main disadvantage is also obvious,that is,as an old state-owned enterprise,the business model is backward,and in recent years,fewer new employees have entered the company,resulting in the company's older age structure,age structure appears fault.Thirdly,through SWOT analysis,four alternative strategies are analyzed,and the twist strategy is selected according to the situation of the branch company itself,and some places need to be changed are put forward Then,it analyses Dalian Branch in the next ten years and puts forward its strategic objectives.Finally,it puts forward the general requirements for the implementation of the strategy,including organizational restructuring,strategic leadership,resource allocation and so on.