Core Competitiveness Enhancing Strategy Of Hydrogen Peroxide Industry For Liming Research Institute Of Chemical Industry

With the social attention for environment protection and the progress of theresearch for green chemical synthesis, it become more and more large for hydrogenperoxide application fields and its market demands. The total production capacity ofhydrogen peroxide expands dramatically and have attained to6million tons a year(measured by27.5%H2O2) by the end of2011, even more, it is expected to add newcapacity of1million tons every year. It is huge opportunity for Liming ResearchInstitute of Chemical Industry (LRICI). However, at the same time, LRICI also facewith severe competition from home and abroad, Arkema, Mitsubishi Gas, EvonikDegussa and other companies are efforts to build factories in China and to promotemore efficient fluidized bed technology. Currently, the products of hydrogen peroxideindustry enter to the era of low-profit Times, varying sources of technology, supportingcatalyst anthraquinone and so on. Hydrogen peroxide industry products andtechnology face the challenges of market competitiveness which is urgent needed toenhance. This paper attempts to hydrogen peroxide industry of LRICI in the marketcompetitive analysis, help to develop appropriate market competitiveness promotionstrategies through the effective implementation and to enhance the corecompetitiveness in the hydrogen peroxide industry.This paper from LRICI for research target, focused on domestic hydrogenperoxide technology and catalyst market analysis and corporate marketing strategy. Wesubdivided the country’s hydrogen peroxide and catalyst market segments andidentified the target market of LRICI by the theory of market segmentation and targetmarket selection. And then proceeded to the analysis of structure for such targetmarket and detailed study the competitors of LRICI using Michael Porter’s Five ForcesModel, at the same time, we analyze the opportunities and threats which LRICI mayface with by SWOT analysis method, furthermore, we also sum up the restricting factors of enhancing the competitiveness of LRICI by comparing the advantage anddisadvantage between the competitors. Through the above analysis research, for therestricting factors of enhancing the competitiveness of LRICI, from the point of viewof the competitive power of enterprise, we present a competitiveness enhancingstrategy which contain technology innovation, development of new technology andproducts, ensuring leading technology, superior products, cost reduction, creating astrong brand, expand marketing channels, building a first-class team and culture and soon. Participate in market competition in hydrogen peroxide should be adopted in thewell-known companies at home and abroad with cooperation, in order to realize theresource advantage complementary, and with the international famous hydrogenperoxide big company sets up strategic alliance market competitiveness strategy.The author believed that, through the analysis of this paper and establishing corecompetitiveness the effective implementation of the strategy, can make the hydrogenperoxide industry of LRICI possess leading technology, superior product andsignificant brand, thus achieve the effect of expanding the market share and enhancingthe profitability.