The Development Strategy Of Jilin Petrochemival Company Carbon Fiber Factory

PAN based carbon fiber capability choiceness, have many class execellences include high consideration,high estimate,lead heat,lead electricity,endure heat,endure grind,endure corrode,endure chemical canker,resist libration,little hot swell modulus coefficient。Jilin Petrochemical Company is a national petrochemical corporation,belong to CNPC。The text deeply analyzed such influence factors as the environment and resources that Jilin Petrochemical Company is present by modern marketing theory and enterprise strategic management theory, in combination with international and domestic carbon fiber industry present situation and development trend. It established the company's target market and defines the future marketing combination strategy through market segments and market demand forecast of carbon fiber .The text has first introduced the world and Chinese carbon fiber industry present situation and developing trend, described the present situation of Jilin Petrochemical Company. Taking advantage of modern marketing theory and enterprise strategic management theory, the text analyzed such macroscopical environments as political and law environment, economic environment, social environment, scientific and technical environment that the method of PEST is in Jilin Petrochemical Company, also it adopt five strength model of Potter to analyze and compare with the competitors, suppliers, distributors and potential competitors and substitutes. Adopt SWOT method, the text made further analyses of the strength, weakness, opportunity and threat to the company. On the base of the above, taking the example of architectural for market segments, the text set up the prediction model of China carbonb fiber by using the operation research theory, and predict the carbon fiber demand for the next four years, established goal market of enterprises.In the end, the text put forward the marketing combination strategy on price, product,place,promotion and the specific precaution on Jilin Petrochemical Company marketing policy and control.As a member of manufacturing, the main products of Jilin petrochemival company carbon fiber factroy are fittings, which behave special railroad professional characters and also present some other fitting manufacturing characters. In order to grasp the main strategy environment factors purposefully and emphatically, when analyzing the outside environment, both factors--its special railroad profession factor and its key fitting manufacturing trade factor should be considered, and other factors which influence the development of the enterprise in recent periods, especially, those factors which deeply influence the operation of the enterprise now and before, even going on in the future, still should be considered so as to scientific forecast the development tendency towards the future, finding out the opportunity and going forward the challenge. The characters of railroad fitting trade embody three aspects: first, the strict regime on certification as well as"check and accept"regulation, second, material purchasing attributes to the specific department where has a high authority in determining the purchasing right, third, outside enterprise engaging in the manufacturing of fittings with great competitive threaten. The present situation for railroad trade of manufacturing is that: the whole amounts of fitting enterprise have increased greatly in recent years but the nation-owned enterprise within the railroad trade has decreased, moreover, the private and the multi-capital companies have increased. From the development space we can find the good tendency for our development, nonetheless, but from the competitive structure we find some other complicated issue that each unit has its own character and the competitive market still keeps disorder.With its fifty years development, Jilin petrochemival company carbon fiber factroy has formed a bond resource background by hard work and making full use of the special resources condition in the planned economy. So when we analyze its internal resources, we emphasize on the main factors, which will have decisive function for the development of enterprise. For example, when analyzing the enterprise capacity, we discuss the production, the R&D, the marketing and finance capacity, when analyzing the internal resource we focus on the HR, the equipments and facilities, as well as the management. Furthermore we pay special attention to the analysis on the Core Competence of jilin petrochemival company carbon fiber factroy, the Core Competence is formed during the long period of management, it's a foundation for a company to keep a long period stable competitive advantages. There are three aspects related to Jilin petrochemival company carbon fiber factroy: one aspect is its integral ability between R&D and marketing, that is to combine new products with marketing circumstance: mutual penetrating, mutual behaving as a precondition, mutual playing as a compensate, the other aspect is its ability in handing external technical resource skillfully. Jilin petrochemival company carbon fiber factroy have built up a perfect relationship with railroad research institute in communication, in alternation with experience and in cooperation, from which ensuring the newly advanced technique adopted previously, the final aspect is its integral ability between technical equipments and resources, that is to balance the employees, the equipments and the techniques in accordance with the requirement from the development in technology.By external strategy environments and internal resources analysis, the treatise has clearly illustrated the opportunities and threatens, and has made a clear view of its advantages and disadvantages within its professional competitive environment. By the qualitative analysis and making full use of quantitative analytical tool, the treatise draws a conclusion: First of all, the usage level of external environment factor is not high compared with the inside trade, but possess some advantages compared with the averaged level. So we should consider adopting a diversity strategy, which would lead to coordination effect, dispersion effect, and would reinforce marketing strength, benefit the enterprise for its continuously development. Secondary, the internal factor lies in a powerful status, especially its core competence have strong competitive advantage, from this point, we should consider a increase strategy, which will initiate from its present basic level of strategy and go forwards to a higher level for its development target. The increase strategy regards the development as its kernel content and motivates the enterprise to develop new products, open new market, adopt new production method and new management method, in accordance with enlarging the production scale, improving the competitive status, enhancing the competitive strength. The specific strategy mainly shows as below: concentration strategy, difference strategy, aggression strategy, and withdrawal strategy. Concentration strategy: focus the resources of the enterprise onto the core technique and product. Difference strategy: expand the sorts of products, enhance the flexible production ability, at the same time heighten the production and service quality as well as the brand effect. Aggression strategy: search for new target market with an active effort, depend on products and service as a main marketing combination to exploit new market place. Withdrawal strategy: discontinue the shrinkage"line dog"trade and the back-forward semi-finished product, try to clear out the stock of product and get the biggest marginal profit.In the last, the treatise provides four available reference measures for our strategies: The one is to enhance the core competence. For every company, the core competence doesn't come easily, so one should be good at developing it and maintaining it, and try to strengthen it and elevate it so as to make the core competence go forward and developed and go so far as to make it become a enterprise culture which will make each employee know about it, devote to it, strengthen it and intensify it. The other one is to convert ideas. Jilin petrochemival company carbon fiber factroy after all is an old nation-owned factory, we should pay special attention to the convert on its regime and marketing mold, breakthrough the bind of traditional ideas, follow the new tide of development strategy, try to reform in management regime and marketing mold with great courage, do it from its initial stream. The clear the water is, the far it will go. The third one is to avoid dangerous. Every decision has its own dangerous, one aspect should we do is to avoid scaled trap which means that only emphasizing on scale but leading to uneconomical problems, the other aspect should we do is to avoid diversity trap. We should try to make full use of our own capacity and our own resources, and try to do our business within our own advantage field or nearby it, take our own business as a main, take our own technique and related service as a main. The fourth one is to develop HR strategy, people are basic resources for every organization, so we should pay attention to solve the problems occurred in development, such as HR problems, training problems and selection problems, and try to operate and manage the HR as a kind of human capital.