Research On The Development Strategy For Guangdong Zhongcheng Chemicals Limited Company

The development strategy of enterprise determines the enterprise survival and direction of development. As a fast-growing company, Guangdong Zhongcheng chemical Co. Ltd (hereinafter referred as"ZHONGCHENG") are faced with serious challenges such as intense competitions for resources, strict criteria on environment protection, changeable internal and external factors, fierce market competitions, and dire potential threats from the competitors. Based on the present conditions of ZHONGCHENG and the detailed study on the complicated industrial environment and the internal factors, this Paper combines the theory with the practices, and concludes the practicable and feasible business development strategy to support the ZHONGCHENG's sustainable development.On basis of the current development status of ZHONGCHENG, the paper firstly investigates into the external environments faced by ZHONGCHENG (including politics, laws, economy, culture, technology, globalization), industrial environments (including threats from new entrants and substitutes, bargain capabilities of procurers and suppliers, and horizontal competitions), and the internal conditions of ZHONGCHENG such as R&D capabilities, marketing capabilities, human resources, financial strength and corporate culture integration. Using SWOT Matrix Analytical Method, the paper analyzes Strength, Weakness, Opportunity, Threat faced by ZHONGCHENG. With the study results, the paper concludes the feasible and strategic direction of ZHONGCHENG's development. The development strategy of ZHONGCHENG is established, that is SO strategy for dominant businesses combined with ST strategy. In conclusion, through establishing the organization structure suitable for the strategic development, executing technology innovation to realize brand strategy, expanding domestic and international markets, focusing on know-how and talents, speeding up the listing on the stock market and strengthening the cultural construction, the paper puts forward the development strategy plan of ZHONGCHENG and sums up the corresponding measures to ensure the successful implementation.The development strategy of enterprise determines the direction and target of enterprise development, identifies the industry you enter or withdraw and the line of business you select or quit. To identify the competition status in the market shall be beneficial to improve the enterprise's profit-make capability and economic benefit, and realize the stable and sustainable development. Through the study on the development strategy of ZHONGCHENG, the paper set up a sample recommendable to other corporate, and a meaningful example complying with the national basic policy of developing diversified economy sectors to strengthen the country and rich the people.