Research On Competitive Strategy Of FD Energy Co.,Ltd

In recent years,the international crude oil price has been hovering at a low level.Stimulated by the favorable low oil price,the construction of the private refining and chemical integration project represented by Zhejiang Petrochemical is speeding up,and the competition in the petrochemical industry in East China will intensify in the future.FD energy’s two major products,polypropylene and glycol,will face the adverse impact of capacity expansion.In addition,with the change of China’s economic development mode and the development and structural upgrading of downstream industries,the application structure of polypropylene will also change to some extent,in which the proportion of woven products will gradually decline,while the proportion of CO injection plastics will gradually increase,and the external market environment of woven products produced by the company at this stage has changed.In the big market environment and when product iteration is taking place,it is necessary for the company to re-examine its competitive strategy under the new competitive pattern.In this paper,through the combination of industry research and competitive strategy,scientific analysis of the company’s industry competitiveness,the use of qualitative and quantitative methods to screen out the competitive strategy suitable for the company’s future development stage.The research basis of this paper is composed of literature and basic theory.It is intended to seek inspiration at the theoretical level.Determine the company’s core growth momentum from the internal environment,macro environment and competitive environment.SWOT analysis model and internal and external factor matrix are used to select the competitive strategy suitable for the company.Finally,it puts forward differentiated suggestions from four aspects of products,channels,corporate image and services,and gives five guarantee measures in terms of talent skills,compensation and welfare,financial management system,innovation mechanism and cultural construction based on the actual operation of the company.Based on the change of domestic olefin industry and downstream industry demand direction,combined with FD energy company’s external environment and its own resource capacity,we should adopt the strategy of centralized differentiation.Through internal product innovation,the core competitiveness of the enterprise is constantly improved,and the advantages are focused on the East China market to obtain regional competitive advantages.