A Study On The Development Strategy Of Shandong Lianyou Company

Shandong Lianyou Petrochemical Engineering Co. Ltd. (hereinafter called"Shandong Lianyou Company") is the first unit under Sinopec for has been reformed inthe third industry field. After three years reform, the development of the company hasstepped into a new stage;primarily ready with the conditions for fast development. Ithas the very important realistic significance to have a thorough study on thedevelopment strategy of Shandong Lianyou company.Shandong Lianyou Company, established in 1985 with a comparatively longhistory as a medium sized enterprise in petrol engineering, was from the InstallationEngineering Company of Jinan Refinery, and is involved in the service field ofinspection, maintenance and reparation to Sinopec Jinan Branch. After 20 yearsdevelopment, it has taken a large market share of the inspection, maintenance andreparation of Jinan Branch;but its market share of tanking manufacturing etc. newproducts and the outside market of inspection, maintenance and reparation is still at thestage of starting, with no large share. In such a situation, it is a very important topicconcerning how to keep the market share of Sinopec Jinan Branch, and expand theoutside market share, so to let the enterprise have a great leap for development inprofession and scale.This paper with utilizing the theories of modern strategic management has had asystematic study on the development strategy of Shandong Lianyou Company.According to the requests that the market economy to the modern enterprises, it hasmade an analyses on the outside environment of Shandong Lianyou Company, in theaspects of politics, laws, economy, technology etc. indicating both the opportunities andthreads from the outside environment;also analyses on the internal environment,summarized the strengths and weaknesses on organization management, humanresources, marketing, financial management etc;and the cultivation of its kernelcompetition power etc. With these bases, the analyses has been made with SWOT matrix,and with such analyses, it raises the strategic development aims and the key points of thestrategy for Shandong Lianyou Company in the future 6 years and even longer period;has made the measures for realizing the strategy of the enterprise, and primarily plannedthe master strategic plan of the development in the new era.