Research On Competitive Strategy Of RK Rubber & Plastic Technology Company

Acorn industry is an important branch of the basic industry in China.But as the country advocates the concept of green development and the government leads the implementation of the "double carbon" strategy,the implementation of green and environmental protection development mode,people’s environmental awareness is gradually enhanced,and higher requirements are put forward for the green transformation and upgrading of domestic acorn enterprises.In recent years,rubber and plastic products have been widely used in construction materials,aviation materials and other new material fields,and the industrial development is facing major opportunities.It should be noted that after years of development,the technical level of the domestic rubber and plastic industry has improved,and has formed scale effect and cost advantage,but the overall bargaining power is poor,and the technical level is significantly inferior to that of European and American countries.Domestic rubber and plastic enterprises are in urgent need of transformation and development.Therefore,under the background of both opportunities and challenges,it is particularly important for rubber and plastic enterprises to choose competitive strategies and formulate scientific and reasonable competitive strategy implementation plans.This paper takes RK Rubber & Plastic Technology Company as the research object to understand the internal and external environment of the enterprise through the combination of theoretical research and questionnaire.PEST analysis and Porter’s Five forces model are used to analyze the strategic environment of enterprise development,and then IFE and EFE matrix is established to evaluate the internal and external environment of the enterprise,so as to determine that the current industry environment is suitable for the development of rubber and plastic enterprises.Based on this,SWOT analysis and QSPM matrix are used to determine that the best competitive strategy should be the product concentration and low cost strategy.On this basis,from accelerate the reform of technology research and development,innovation,develops the market means,improve material bargaining power and accelerate the process of automation four aspects develop strategy implement path,from the and safeguards of strengthening human resources,optimize organization structure,improve the management ability and strengthen enterprise culture construction from four aspects,formulate strategic implementation safeguard measures.The conclusion of this study will provide reference for the case enterprises to solve the problem of competitive strategy selection for development and relevant enterprises to make strategic choice and strategy.