Research On The Competitive Strategy Of ZBLZ Refractories Company

Zibo City is one of the three largest refractories demonstration base, since the seventies of the 20 th century, due to the geographical position is superior, peripheral rich in resources, industry needs to increase and other reasons, refractories industry flourished. After decades of development, refractory material industry has become the traditional industries in Zibo City, product from the ordinary refractory material gradually to the high-end materials and new refractory materials development, the product can be used in multiple areas of iron and steel, cement, glass, petrochemical, aerospace and other. ZBLZ refractory material Co., Ltd., founded in 1979, the reform of 2002 become joint-stock enterprises, development has become products R & D, design, production, sales, logistics and ancillary services in one of the diversified, high performance Refractories Group Company.Based on ZBLZ refractories co., LTD., located in lu in the region as the research object, through the development of refractory industry development history, present situation and the present situation of industry competition study, use of PEST, porter five model and SWOT analysis tools such as analysis of ZBLZ refractories co., LTD. Development environment, it is concluded that ZBLZ refractories co., LTD., the advantages and disadvantages, as well as the external environment opportunities and threats, to develop the company’s future competitive strategy, to solve the major problems of enterprise development, the future for the company to improve market competition ability to provide the feasibility, and through the effective implementation of the company gradually took to the high speed development orbit, realize the sustainable development of the company. At the same time, in order to ZBLZ refractories co., LTD., the choice of competition strategy, to provide reference for other companies in industry development, provide certain reference for the research on refractory industry competition strategy.This paper is made up of four major parts, and the first part is a brief introdution. literature review and related theoretical tools. For the next step of ZBLZ Refractories Co. Ltd to conduct a comprehensive analysis to lay a solid theoretical foundation.The second part is the analysis of ZBLZ Refractories Co., internal and external environment. First of all, the use of PEST analysis method and Michael. Porter’s "Five Forces Model" to the external environment for the development of ZBLZ refractory material Co., Ltd. of in-depth analysis, and detailed understanding of the company profile and using internal factors evaluation matrix of the company’s internal environment for in-depth analysis, find out the internal and external environmental factors faced by the current development ZBLZ refractory material Co., Ltd..The third part is to develop the competitive strategy of ZBLZ Refractories Co. ltd.. In front of internal and external situation analysis based on, using SWOT analysis tool, to ZBLZ refractory material Co., Ltd. the competitive strategy for in-depth analysis and comparison, and find out the competition strategy suitable for the development of the company.The fourth part is the suggestion of the competition strategy of ZBLZ refractory material Co., ltd.. In order to ensure the effective implementation of the new company competitive strategy proposed to accelerate technological innovation of products, strengthen enterprise capital operation, the implementation of business model innovation, implementation of enterprise fine management, innovative corporate culture construction to ensure the realization of strategic objectives.