Study On The Development Strategy Of Changsha Puji Biotechnology Co., Ltd

Greening and functionalization are the development themes of surfactant during the "Twelfth Five-year Plan".Large varieties develop rapidly,but the development of small varieties with greening and functionalization still lags far behind that of developed countries.As the representative of green and functional,amino acid surfactant is confronted with problems such as backward equipment,loss of talents and technology,and industrial dispersion.Therefore,in the face of fierce market competition,in order to survive and develop,the enterprise development strategy should be studied.Firstly,in this paper,the internal and external environment of the enterprise is analyzed by means of industry five forces model and Porter value chain theory.Then the specific development strategy of the company is discussed by SWOT analysis,Boston matrix and strategic choice matrix.Secondly,it proposes the differentiation and customization product development strategy,the upstream and downstream resources integration,and the vertical development strategy of product + Internet.Finally,the paper discusses the implementation measures,resource guarantee and expected effects of the development strategy.The results show that Changsha Puji biotechnology company faces five main competitive forces: Potential entrants risk;Product differentiation between competitors is small,price competition is intensified;Potential alternatives are less risky;Upstream suppliers have strong bargaining power;Downstream customers have weaker bargaining power.The company has advantages in market share and influence,but disadvantages in production capacity and product homogeneity.It has great opportunities in market demand and product bidding,but faces certain threats in peer competition and potential entrants competition.The company's alternative development strategy is vertical integration strategy,product line compression strategy and horizontal integration strategy.Although this paper is a case study of Changsha Puji Biotechnology Company,the problems involved are the common problems of amino acid surface activity industry.It is hoped that through the research on the development strategy of Changsha Puji Biotechnology Company,the way suitable for the future development of the company will be explored,so as to make use of the internal advantages of the company,seize theexternal opportunities and achieve continuous development.At the same time,it also provides reference for other enterprises in the industry to formulate strategies.