Research On The Differentiated Competition Strategy Of LZ Chinese Companies

Fiber is called "manmade-cotton",is made from cotton litter,wood pulp,bamboo pulp,After viscose preparation,spinning and other process,it will be fiber which can be used in spin industry.With the technological progress of the spinning industry in our country,and the scientific and technological innovation in the viscose industry,the usage of viscose fiber in the field of spinning gradually increases.The total volume of viscose industry in our country has a good momentum of growth and made a significant contribution to our economy,finance,exports and employment.LZ China built the facility in 2006,and put into production in 2007.From then,due to the lucrative profits of viscose staple fiber industry,large-scale private capital invested in this industry in China;state-owned capital is also constantly increasing investment.Viscose staple fiber production increased 2.5 times from 2006 to 2017 in 11 years,the market price dropped from 30,000 yuan/ton to 11,000 yuan/ton in 2015,and the price of 2016 slightly increased.As a global leader in viscose industry,LZ group own three generations of productions and brands of LenzingTM,MODELTM,TENCELTM.China is the main market of LZ Group which takes about 50%sales and is important production plant.LZ China is facing to the increasingly fierce market competition and fluctuating prices,supported by the powerful brand strength of LZ Group,how LZ China can differentiates itself from the competitors through the competitive market strategy,how to stand out in the fierce competitive market,maintain its competitive advantage and lead the market development,it is main subject of this article.I attempt to analyze the market opportunities,find out the development trend of the industry,and analyze the strategies of the strong competitors in the market in this paper,Through the above analysis,this paper uses the EFE matrix to analyze the external environment of LZ company,and uses the IFE matrix to analyze the internal resources of the company.Finally,combining by the SWOT analysis method and matrix QSPM to analyze the strategic choice of the company,it is concluded that in the current situation,LZ company should choose high-end,differentiation strategy.A good job of corporate culture construction,the company's upgrading and the technical protection of the company's production process are the guarantee of LZ's market strategy for implementing high-end products and differentiated products.