Research On Differentiated Competitive Strategy Of ZBLZ Refractory Company

In recent years,with the increasing application of refractories,the national government attaches great importance to the development of refractories industry.Especially in the context of the continuous promotion of the "supply side structural reform" and the "battle for environmental protection",the Ministry of industry and information technology issued the standard conditions for the refractory industry to actively guide the healthy and sustainable development of the refractory industry.However,with the rise of different enterprise brands in the market and the continuous improvement of market competition,new requirements are put forward for the development of enterprises.Therefore,to formulate a good competitive strategy,better grasp the market competition opportunities and deal with the fierce market challenges has become an important reality that enterprises must face.It is also an important focus for enterprises to maintain stable market share and realize healthy and sustainable development.Zblz refractory company has focused on the R&D,production and service of refractory energy conservation,environmental protection and long life for many years,and has completed the capital investment from product layout,technical reserve to production scale.In the face of fierce market competition,how to reasonably and effectively optimize the differentiated competitive strategy tried at this stage has become an important problem that ZBLZ refractory company urgently needs to solve.Based on this,this paper summarizes,combs and summarizes the literature at home and abroad.On the basis of introducing the relevant theoretical basis and research methods,this paper focuses on the analysis of the implementation status of the current differentiated competitive strategy of ZBLZ refractory company from four aspects: product differentiation,promotion differentiation,channel differentiation and brand differentiation,Based on AHP-FCE method,this paper evaluates the implementation effect of differentiated competitive strategy in four aspects of ZBLZ refractory company,and further finds out its main problems.The evaluation results show that the implementation effect of ZBLZ refractory company’s differentiated competition strategy is at the "general" level as a whole,especially in the three aspects of brand differentiation,promotion differentiation and product differentiation.There are still many deficiencies in the implementation of differentiated competition strategy at different levels,which urgently need to be further optimized.In this regard,based on the full analysis of the internal and external environment faced by ZBLZ refractory company,and based on the company’s development vision and development objectives,this paper puts forward the principles and key points of the optimization of differentiated competition strategies at four different levels,so as to finally determine the optimization measures.Finally,this paper further puts forward safeguard measures from three aspects: cultural system guarantee,human resources guarantee and fine management guarantee,hoping to promote ZBLZ refractory company to better implement the differentiated competition strategy and realize the stability and sustainability of operating profits.