Research On Development Strategy Of JL Steel Group Company

China is the world's largest producer of steel and iron materials.Since the reform and opening up,with the large-scale expansion of low-and medium-end production capacity in key industries,the problem of overcapacity has gradually emerged,especially in the steel industry.The financial tsunami in 2008 had a great impact on the steel industry.With the constant changes of the environment,many problems also emerged in China's steel industry.How to turn China,a "big producer of steel" into a "strong producer of steel" is the goal that Chinese entrepreneurs should jointly pursue and strive for.In recent years,the role of the "troika" in economic growth has gradually disappeared.The whole market environment is complex and changeable.China has entered a crucial stage of slowing down growth,restructuring,technological innovation,intelligent manufacturing and deepening reform.In the face of these complex situations,how to identify opportunities and threats caused by environmental changes,how to constantly adapt to the environment,and how to enhance competitiveness to ensure the healthy development of enterprises are the issues that every enterprise must seriously consider.This article first through consulting a large number of literature,a detailed study of domestic and foreign development present situation,analyzes the company strategy and the problems existing in the current strategy and current reasons,using PEST analysis method,to JL,analyzing the macro environment of iron and steel group company including political environment,economic environment,social environment,technology environment and industrial environment.Through the analysis of the complex and changeable environment,we can identify the main opportunities and threats caused by environmental changes,so as to recognize our own strengths and weaknesses,opportunities and threats,and constantly adapt to the environment,enhance the ability of competition and development.At the same time,it lays a foundation for the formulation of enterprise development strategy.Then,SWOT analysis is applied to comprehensively evaluate the strengths and weaknesses,opportunities and threats of JL Iron and Steel Group Company,and determine the development strategies suitable for JL Iron and Steel Group Company in the future,namely,overall strategy selection intensive strategy,functional strategy selection marketing strategy,human resources strategyand financial strategy.The company innovatively formulated the unique product development strategy of "4+4+IT+EVI" of JL Iron and Steel Group Company,and developed the market penetration strategy of "3+CCP" to launch the brand.On the basis of the above solid theoretical description and case analysis,the specific safeguard measures for the implementation of the development strategy are discussed and analyzed in detail from the aspects of human resources,organization,information construction and brand,which has a long-term significance for the development of JL Iron and Steel Group Company.At last,the paper summarizes the whole paper,draws research conclusions,and looks into the future development of JL Iron and Steel Group Company and China's steel industry.