Research On The Competitive Strategy Of N-butanol Products Of Company B

In 2008,a global economic crisis caused by the outbreak of the subprime mortgage crisis in the United States had influenced the development of the whole word heavily.The development of China,which was an important part of the world,had been damaged seriously and the high growth rate of domestic economy in the years fell with this trend.In response to this situation,the Chinese government had s invested 4 trillion RMB to 10 major industries to revitalize the domestic economy and further stimulate the economic growth for this global economic crisis.In the oil and chemical industry,the production of butyl alcohol products had maintained a very high profit margin in the past ten years of development.As a result,a large number of state-owned enterprises,local enterprises and even private enterprises used this opportunity to raise funds for the building of butanol plants.After the application,approval,construction and acceptance of a project,the capacity released from 2013 to 2015 by a blowout trend.The domestic butanol production capacity increased from 220kt/a in 2013 to 2160kt/a in 2015,with a growth rate by 10 times.The balance of supply and demand had been changed greatly,and the product of butyl alcohol had been changing from seller's market to buyer's market gradually.Facing the fiercer market competition and the more and more dominant position of downstream customers,B Company must find the best product's market competition strategy based on their own resources and core competencies for the changing market situation.This article takes the butanol products of B Company as the research object,review the basic theory of competition strategy about the ideas and literatures first and then analyze the external environment of B Company like macro environment,n-butanol product industry and the main problems of the current butanol market by using the method of Michael Porter's Five Forces Model.Use the SWOT method to analyze the advantages,disadvantages,opportunities,challenges and threats to B Company and further evaluate the resources and capabilities of B Company by VRIO to find out the core competitiveness.According to these analyses,we can draw a conclusion that the differentiation competition strategy is the strategy for B Company to maximize the core competitive capabilities and gain the best competition advantages in the market.In the end,this article puts forward the implementation paths in sales differentiation,customers' optimization and service differentiation and provides the guarantees by optimizing the organization structure and human resource management,carrying out the diversified enterprise activities,continuing to strengthen the sustainable development and implementing the outstanding achievement projects.