Research On Competitive Strategy Of Guoyang Inner Mongolia Jingyang Energy Co., Ltd

The company of Guodian Inner Mongolia Jingyang Energy CO.LTD.(Jingyang Company) constructed production system of polysilicon from2010. At September2014we completed the production test, and start into commercial operation. Meanwhile, the industry of polysilicon is developing rapidly. As compared with feasibility study, there has a huge change from the external to the internal. Along with prosperity of the industry of polysilicon at past decade in China, a large number of capitals entering this industry, and leading to overcapacity, the price declined severely. With the function of market regulation and government adjustment, many factories closed and the backward production capacity was eliminated. The factories with advanced technology and inexpensive were surviving. There has a marked improvement about this industry; low-cost, technologically advanced and powerful competitiveness. Recently, the PV market of domestic is initiated, at the same time the increase slowed in Europe and America. The market center moved to the Asia Pacific. Market demand for polysilicon increase rapidly and the prospect of this industry is favorable. Nevertheless, we face a huge threat because of dumping from international companies. At this moment our company is transferred to commercial operation. As a newbie we must select the correct strategy for gain the competitive.This paper, we apply PEST, Five Forces Competitive Model and SWOT to analyze the developing of our company. We inferred the external environment and summarized the internal opportunities and threats. In comparative other polysilicon company we found advantages and disadvantages of our company. We found the four factors of strategy, and determine the selection of low cost strategy. We use competitive strategy theory and put forward there ways to achieve the strategic. At the each step we in strict control cost, establish and improve value chain about low cost, fostering a culture of low cost. And further we design seven strategic focus, expansion capability, benchmarking advanced, streamline and improve efficiency, efficient logistics, strategic mutual assurance, policy benefits and the culture of low cost. In the thesis, we combine the current situation of our company, and have proposed methods to achieve the low-cost strategy. These safeguard include the organizational restructuring, the improved performance management, the overall budget management and the cultivate corporate culture. Our research will provide theoretical guidance for the Jingyang Company.