NKD Trading Company's Research On Competitive Strategy

Oil is the lifeblood of industry and is related to the survival of the country.With the advancement of globalization,China's economic level has improved rapidly.As an important part of economic development,commodity trade plays an irreplaceable role in improving economic benefits.As an important component of commodity trade,bulk oil commodities are not only the necessities of human life,but also important industrial raw materials and strategic materials.They play an important role in many fields such as national economy and military affairs.Economic development is rapidly increasing demand for commodities such as metals and crude oil.In recent years,various parts of the state have promulgated a series of measures on the development of oil industry and trade promotion.Because of its strategic attributes,the operating bodies of the petrochemical industry are mostly state-owned enterprises.The survival of private enterprises is more like a crevice.Compared with state-owned enterprises,the influence of policy guidance on enterprises is more significant.Gansu NKD Trading Co.,Ltd(hereinafter referred to as "NKD Company"),the research object of this paper,is a private enterprise,which is a wholly-owned subsidiary of Shandong JBKG Group Co.,Ltd.(hereinafter referred to as "JBKG Group").It was established on December 7,2007 with a registered capital of RMB 50 million.In the past ten years,relying on JBKG group,on the premise of meeting the group's own needs in the petrochemical sector,we have expanded the business field and achieved a certain development.However,with the acceleration of globalization and the drastic change of external environment,a series of management problems are gradually exposed in the development process of enterprises.In view of the current development status,enterprises urgently need to formulate a set of effective competitive strategy and safeguard measures to point out the future development direction.This is also the original intention of the author to study the case enterprises.In this paper,based on the related theory of competitive strategy,on the basis of investigating and analyzing the internal and external environment of the enterprise,through the analysis of objective,effective and scientific NKD problems existing in the development of company,using literature research and the method of combining quantitative and qualitative analysis,and deeply analyze NKD company at this stage in the business strategy and internal management problems and analyze its reason,This paper studies the improvement,selection and implementation of NKD company's competitive strategy,proposes differentiation strategy measures based on market,customer and business model innovation,and develops strategic safeguard measures from corporate culture,organization construction,digital transformation,policy research and other aspects,and expands the research field of strategic management.It provides management ideas and practical suggestions for the strategic managers of the company,especially the managers of petroleum products trading enterprises,promotes the improvement of the enterprise's competitive strategy,promotes the promotion of the concept of strategic winning,and provides management case reference for the realization of enterprise development and social progress.