Research On Resin Product Strategy Of Beijing Yanhua Petrochemical Co.Ltd

The productivity of the resin of our country has already lain in the fifth all over the world and our country is the number one in importing the resin. In our country, the market of the resin has become the focus which many petrochemical companies scramble for. Yanhua Petrochemical Co. Ltd is the biggest company manufactured the resin, but Yanhua also face the competition of the international companies and domestic enterprises. As to Yanhua, the success key is how to lie down and carry out the correct product strategy. On the basis of the analyses about the strategy management theory and the product strategy theory, the paper uses some positive analyses ways, such as the combination macroscopic with microscopic, the combination qualitative with quantitative, and pushing on step by step, to research the resin product strategy of Yanhua Petrochemical Co. Ltd. The paper tries to supply the scientific foundation to the development and the decision of Yanhua Petrochemical Co. Ltd.The paper uses the PEST analyses way, the industry life cycle matrix, the model of five competition forces and the EFE matrix to analyses and assess the macroscopic environment, industry environment and the competition condition of the resin management, then the paper analyzes the market chances and threatens. The paper also uses the resource condition analyses, the key competition analyses and the IFE matrix to analyze the advantages and disadvantages of the resin management. By the establishing the SWOT, the paper selects the production strategy and by using the QSPM matrix analyses model of the resin, the paper ascertains that the production strategy is the production development strategy. And the paper analyzes the application of the production development strategy. Last, the paper discusses the practical measures of the resin development strategy about Yanhua Petrochemical Co. Ltd. In order to effectively carry out the product strategy, Yanhua Petrochemical Co. Ltd should try to do three jobs: the introduction of supply chain, the consummation of the SciTech progress and the consummation of market sell system.The researches of this paper have the certain practical value to YanhuaPetrochemical Co. Ltd planning and carrying out the production strategy and can make reference role to the other enterprises manufactured the resin.