Research On The Strategic Competition Of PET Film Manufacturing In MPFS

PET film belongs to the polymer membrane material,has a wide application field and huge space for development.Optical film is mainly used in the LCD screen inside the backlight module,life is widely exposed to the mobile phone,TV,computer and other screen which are a lot of use to the PET optical film.In 2011,Mitsubishi polyester group in Suzhou City,Jiangsu Province,built a PET optical film factory.Designed for Chinese manufacturers to provide high-quality PET optical base film.At the same time to shorten the delivery time,quickly respond to customer requirements in the quality of communication as the goal,and strive to enhance customer service in the product experience and its hidden value embodied in the enterprise and customers to achieve the goal of common growth.The current domestic enterprises to the integration of the development of the cost of the lead has been difficult to achieve or even become a disadvantage of the status quo,how to maintain the traditional advantages in quality,while what means to achieve through the differentiation to enhance the value of the completion of the price Competition in the adverse situation in the reversal of the Suzhou Mitsubishi resin polyester film plant to be considered and solve the problem.It is of great practical significance to study the competitive strategy of optical base film products.In this paper,the status of PET optical film market in China is expounded.By using PEST analysis method and Michael Porter's five-force model and SWOT analysis method,the competitiveness of the industry environment and the competitor of the same category in the industry is corresponding This paper analyzes the present situation of production and operation of Suzhou Mitsubishi resin polyester film factory by using GE matrix on the basis of studying the relevant literatures of PET optical film industry,and puts forward their own views on product competition strategy.First of all,this paper briefly introduces the theory of strategic management and its development process,and introduces the content of Professor Michael Porter's theory of competitive strategy.Secondly,combined with the development of PET optical film market,introduced the status of Suzhou Mitsubishi resin polyester film factory.Through the use of PEST analysis of the international and domestic macro environment were analyzed,through the five-force model of the domestic industry to analyze the basic competitive situation.On this basis,using SWOT analysis method,to Suzhou MITSUBISHI resin factory in the polyester film strengths and weaknesses,opportunities and threats in the competitive environment were summarized,the SWOT matrix analysis table.Based on the analysis results,we can see the advantages,disadvantages,opportunities,threats and other factors,and come to the crux of the competition in a disadvantageous position.After a series of statistics and analysis of the above,MITSUBISHI resin polyester film factory development choose differentiation competitive strategy,and for how to implement the differentiation strategy of the plan proposed four specific measures on the product,price,channel and market positioning of these aspects,to achieve a healthy and stable development MITSUBISHI resin polyester film factory in order to.