Research On The Development Strategy Of ZD Company

The research object of this paper is ZD company,and based on the scientific theory of strategic development,and actively used a variety of ways,such as:data collection,questionnaires and oral interviews to study it.Then,based on this analysis of the enterprise's internal and external environment and strategic choice,and then come to"enhance the management level,reduce operating costs,speed up the transformation to the international modern enterprise;adjust the product structure,accelerate high profits,new product development,To enhance the vitality of the product;appropriate adjustment of the organizational structure,streamlining part of the bloated department staff,strengthen the internal talent flow mechanism;maintain the status of domestic production base,steadily promote the international market layout;speed up the transformation and upgrading of marketing,from traditional marketing to service marketing "The Nowadays,in the increasingly fierce market competition,I hope that through this study for the development of ZD company to provide some ideas,with a view to its sound operation on the basis of standardized operation to achieve sustainable development.In addition,this study also we understand the development of fertilizer market is very favorable.Based on the theory of service profit chain,value chain and core competency,and related analysis tools,such as PEST analysis,Porter's five-force competition model,EFE and IFE matrix model,this paper takes ZD as the research object of China's compound fertilizer industry.And value chain analysis and other tools were systematically analyzed.Through the analysis found that ZD's external environment has four opportunities:1 national policy support,do the supply side reform;2 financial indicators of high quality,favored by domestic and foreign capital markets;3 environmental requirements of the urgent situation,Environmental concerns are broad prospects;4 agricultural demand diversification,specialization;four threats,that is,1GDP growth slowed down,the big economic situation is not optimistic;2 fertilizer industry as a whole situation is grim,industry competition intensified;3 the state of the fertilizer industry related to the preferential policies to cancel;4 channel instability increased channel loyalty reduced;five internal advantages,that is,1.a national production base layout is reasonable,effective enough production capacity;2 capital strength,cash Rich and high cash flow rate;3 has a professional marketing team,the quality of personnel high;4 brand operation,brand awareness,brand value advantage;5 new product research and development ability;four disadvantages:1 Enterprises are large,the management is lagging behind,the beginning of large enterprises disease;2 brands more,but the distinction is not high,the brand internal competition;3 companies Its own resources are limited,mainly rely on upstream procurement of raw materials;4 product structure is not reasonable.Through the analysis of the opportunities,threats,advantages and disadvantages,the SWOT analysis method is used to analyze the growth,torsion,diversification and tightening strategies that ZD companies can adopt,and further use QSPM matrix analysis to finally obtain ZD Should be used to reverse the strategy,and then from the"enhance the level of enterprise management,reduce operating costs,speed up the transformation to the international modern enterprise;adjust the product structure,speed up the development of new products,enhance product vitality;appropriate adjustment of organizational structure,streamlining some bloated Departmental staff,strengthen the internal talent flow mechanism;to maintain the status of domestic production base,and steadily promote the international market layout;speed up the transformation and upgrading of marketing,from traditional marketing to service marketing change "five aspects of ZD company development strategy specific implementation measures,Improve the management level,do a good job in new product development,improve the protection of talent,strict control of domestic investment,and strengthen service marketing awareness "five aspects in order to ensure the implementation of specific measures to safeguard measures.Domestic fertilizer enterprises,especially compound fertilizer business competition,coincides with the country strictly control environmental protection,to promote the supply side of the reform,the fertilizer business is both an opportunity and a challenge.How to deal with such a complex market environment,is a major problem in today's compound fertilizer industry.At present,there is not much research on the development strategy of chemical fertilizer enterprises.ZD is the research object.It is hoped that it can choose the most suitable development strategy and provide valuable reference materials for other similar enterprises.