Research On Product Structure Adjustment Strategy Of HD Iron And Steel Group

Continuous adjustment and optimization and upgrading of product structure in enterprises with the whole process of enterprise development,timely adjustment of product structure is an important guarantee for the enterprise prosperous.In recent years,with the steel overcapacity,leading to the steel industry prices,profits decline,operating difficulties,sales profit margins are far below the national average level,the steel industry entered the era of low profit.Iron and steel industry on the market pull out of the possibility of low profit dilemma exists;the steel industry is a fundamental way out of structural adjustment.Therefore,the iron and steel industry needs to effectively change the extensive growth mode,seize the current important opportunities for industrial restructuring,accelerate the pace of structural adjustment,and promote industrial upgrading.In order to further enrich the content of the field of structural adjustment of iron and steel products,and to further deepen the study of iron and steel enterprises in the product structure management,to help China’s iron and steel enterprises to further adjust product structure to realize the optimization and upgrading,this paper to HD steel product structure adjustment as the research object,in view of the company in the product structure of the existing problems were optimizing and upgrading.Based on the theory and methods of product portfolio theory,statistical analysis,the use of literature reading and sorting,investigation and empirical analysis and comprehensive analysis method,to enterprise’s product structure exists question to conduct the research,the main research contents are as follows the:Firstly,the paper analyzes the external environment of the HD steel product,and it mainly shows as below:1.analyzing the industrial environment of the iron and steel industry,and state the current situation of domestic and foreign of China’s iron and steel industry;2.analyzing the market demand situation at home and abroad,and the result shows that the current market demand for products is mainly cold rolling process products,that is to say,in the hot rolling process,product market competition is intense.On the contrary,in the cold rolling process,product market competition is relatively flat and city a general trend to high technology content of iron and steel products;3.analyzing the market competition environment faced by HD Steel Corp.Secondly,the paper analyzes the product structure of HD Steel Corp that is mainly in the hot rolling process and cold rolling process products through analyzing the steel products of HD with the method of BCG matrix,and the result shows that the advantage of HD steel products mainly concentrated in hot rolling process,which has become bottleneck that HD steel products structure adjustment.Thirdly,The path and strategy of product structure adjustment are put forward in this paper based on the analysis of the external and internal environment of the HD Steel Corp’s product structure adjustment.The overall idea of HD Steel Corp product structure adjustment of is to use clean production technology and advanced production equipment to produce high value-added products.Adjusting path is to adjust the hot rolled strip products,improve the production technology and development of coated steel products.In order to effectively implement the product structure adjustment plan,the paper puts forward the corresponding guarantee measures,and forecast the expected effect.In the analysis process of HD steel product structure,based on the comprehensive consideration and analysis of various favorable factors and unfavorable factors,the paper proposes feasible reasonable product structure adjustment scheme combined with HD steel company’s actual situation,and offers a good reference and reference for HD steel company and similar enterprises in the adjustment of product structure,and further enriches the research contents of iron and steel product portfolio management.