Study On Development Strategy Of W Trading Company

In recent years,the Chinese government has strengthened macro-economic regulation,introduced various economic and industrial policies,which have made remarkable achievements.However,the environmental protection policies related to the national economy and people's livelihood have also been at pains,ushering in the strictest period in the history of the chemical industry.The whole chemical industry development ushered in the new opportunities and challenges,on the one hand,the environmental pressure,rising costs,on the other hand chemical products prices rose sharply,improve product quality,under the big trend reversed transmission mechanism makes the chemical industry is rapidly improve concentration and in the future,the specification of large-scale chemical industry enterprise status will increase,the new capacity distribution pattern will be gradually show.W trading company,a subsidiary of a state-owned enterprise,was separated from the parent company in 2014.Its parent company is a large logistics enterprise integrating regional advantage,capability advantage and resource advantage,with abundant basic resources.W trading company is mainly engaged in the trade,transportation and storage of chemical products.With the constant change of internal and external environment and the intensification of industrial competition,W trading company has brought new opportunities and challenges.However,problems such as single main business,weak technical links and lack of long-term strategic planning have gradually emerged.In view of the current situation of the company,it is an urgent issue to determine the development strategy.Firstly,this paper analyzes the background,purpose and significance of W trading company's development strategy research,analyzes and summarizes the research results at home and abroad,and expounds the main content and methods of the research.Secondly,relevant theories are summarized,including the definition of strategy,the overview of enterprise strategy theory,the four elements of enterprise development strategy,the analysis tools and methods of strategic management,and the related concepts of strategic choice.Third,analyze the internal and external environment of W trading company with PEST model,internal environment(resources,capabilities)and competitive environment(porter's five forces model),and conclude that W trading company has certain internal advantages in the industry,but also faces external opportunities and challenges.Fourth clarify W enterprise vision and mission of trading company,using the SWOT analytic method to study the opportunities,threats,advantages and disadvantages of different combination of strategic choice,finally concludes that vertical integration as the overall strategy,trade supporting services adopt a total cost leadership strategy,mainstream trade business take the differentiation strategy of competition strategy choice;Fifth,the guarantee measures for the implementation of the development strategy are planned,which are respectively implemented from six aspects: technological innovation and reform,promotion of marketing,strengthening the construction of management system,improving organizational structure,optimizing human resources and strengthening internal control.The sixth is to summarize the research conclusions and prospects.W trading company development strategy research to tailor the strategic target,the selection and safeguard measures,dig the core competitiveness,promote company transformation for the company development strategy planning,to ensure its steady development,enhance the profit ability,make W trading company,has a comparative advantage and sustainable development for customers,employees,company group to create the highest value of the company.In addition,W trading company as a typical "logistics" + trade type enterprise,make full use of high quality basic resources,grasp the market opportunity,trying to find unique business advantages of differentiated service promotion company's overall operation management ability,to other chemical trading company and significance of reference to the "logistics" + trade type enterprise.