| Ethanol gasoline has been widely used in more than a dozen of province-level areas in China when it began to consume in several regions on a trial basis from 2003 including Jilin,Liaoning,Heilongjiang,Anhui.Henan.For more than ten years,the production and sales of fuel ethanol products have been adhering to the requirements of "approved production,directional and closed circulation".The sales areas of production enterprises are set by the government,and the price is set by the State Development and Reform Commission(RDRC)in accordance with relevant requirements.With the adjustment of the national policy on fuel ethanol,it is urgent for the fuel ethanol industry to establish a standardized market operation mechanism.Fuel ethanol is a policy-driven industry.As gasoline,diesel and electric power are under control by the Chinese government,it is impossible for the fuel ethanol industry to operate in a market-oriented manner in accordance with the industries of common commodities.According to the Implementation Plan on Expanding the Production of Biofuel Ethanol and Promoting the Use of Vehicle Ethanol Gasoline,the basic requirements for the development of fuel ethanol industry are "strictly controlling the total amount,diversified development","standardizing the market,orderly circulation","popularizing by law,and policy incentives".Therefore,the fuel ethanol industry needs to be marketing-oriented but not completely full of marketization.How to form a more perfect market-oriented operation mechanism of fuel ethanol industry is an urgent issue for the government and fuel ethanol suppliers and demanders to study.JL Fuel Ethanol Company is the first biomass energy base in China.It has the largest fuel ethanol unit in China and even in Asia.Since its establishment 20 years ago,fuel ethanol has adopted the planned economy mode.As China plans to roll out the use of ethanol in gasoline nationally by 2020,product sales areas and sales prices are gradually moving to the market.How JL Fuel Ethanol Company copes with the changing situation and how to adjust its marketing strategy,inner management and creative thinking according to the market trend is an urgent problem to be studied and explored.This paper takes JL Fuel Ethanol Company as the research object,combines with the overall development trend of fuel ethanol industry,based on the previous research results,through the knowledge learned by the School of Management,as well as their own industry experience,using modern management theory and analysis methods,such as market economy,market economy,analysis of advantages and disadvantages,to analyze and study JL Fuel Ethanol Company,and to study the burning of fuel ethanol.The market-oriented development of feed ethanol industry is explored and studied,and the problems faced by the enterprises in the market-oriented development are analyzed and explored.Focusing on the competitiveness of enterprises and industries,the future trend and market trend of fuel ethanol enterprises and industries are discussed.This article mainly carries on the innovation research in the following three aspects:(1)From the research point of view,taking JL Fuel Ethanol Company as the research object,the value chain composition of fuel ethanol production enterprises in different raw materials and regions is analyzed microscopically,and then the advantages and disadvantages of market competitiveness of different enterprises are studied to find out the core competitiveness of different types of enterprises.And through the analysis of the macro-environment of the industry,the value creation and market-oriented Countermeasures of JL Fuel Ethanol Company are analyzed.(2)From the research orientation,based on the market point of view,using the relevant principles of modern management as a tool,this paper classifies and analyses the different types of value chain formation:raw materials,corporate governance,market region and so on,and finally summarizes the system analysis.Formed a comprehensive and detailed analysis of the fuel ethanol industry and the "point,line and surface" of JL Fuel Ethanol Company.The research of fuel ethanol industry and production enterprises has been developed.(3)From the research level,based on the perspective of grass-roots practitioners in the industry,according to policy information,channel information,interview information and research conclusions,from the front end of the market and the terminal of policy implementation,the future development of China's fuel ethanol industry is explored,and the core competitiveness of fuel ethanol production enterprises in the marketization is explored.Find the way of benign development of the industry and explore the way of market-oriented survival of enterprises. |
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