| New material industry of zirconium in China has experienced the rapid expansion of the past 30 years.In recent years,due to policy subsidy reduction,overseas raw materials monopoly,and the fierce competition in the industry,the development speed of zirconium enterprises slowed down gradually.Especially since COVID-19,raw materials supply and product sales pattern are adjusted.In the new situation,how to make innovation,reduce energy consumption,product research and development? In this paper,S New Material Co.,Ltd.(SNM)is used as an example.Through many on-site research,information consultation,discussions,etc.,the paper shows how enterprise have a longterm effort to meet the situation,and gets the high-quality development ideas of zirconium new material industry with industry characteristics.This paper is subject to the zirconium new material enterprises in China,represented by SNM.The overall framework is based on the analysis method of Strategy Management.So,the paper sequentially explains the external environment,internal environment,strategic choice and strategic implementation of the enterprise.In this way,we will improve the overall competitive advantage of the enterprise.First of all,the author raises a central issue.Zirconium new material is one of Chinese strategic emerging industries,but it has long been in short supply,and COVID-19 has exacerbated this contradiction.During the data survey,it was learned that the technical gap between domestic and foreign companies is not large,but Chinese enterprises need to strengthen their corporate strategic management.The following is a problem analysis.The author described the macro background based on the PEST Analysis Model,and discovers that the driving force of the Zirconia industry is slowing down.Since my country’s Zirconia industry rely on raw materials import and product exports,the international situation and COVID-19 have caused a major adverse effect on the industry in recent years.Then,the author analyzes the industry environment based on the Potter five-power model.The zirconium new material industry has entered the barrier,and its alternative alternative is not strong,but the industry is fiercely competitive,and the supplier has strong control power of the product.Next,the internal environment of the S new material enterprise is analyzed.There was a unclear,non-systematic Strategic Management System in SNM.What’s more,it is necessary to improve its organizational architecture,industrial chain,information management system and other functional layer strategies.Then,the paper introduces the competitive advantages of 4 domestic and foreign high-quality enterprises.Keeping up with the times,managers’ talents,corporate culture,trade expansion and other factors are important to the management of enterprises.Finally,derive the conclusion.The author summarizes the above,and launches the advantages,disadvantages,opportunities,challenges.According to this,the SWOT matrix model has been made,and we have determined that the overall strategy of the company is based on the SO Growth Strategy.On this basis,the company’s strategic positioning and competitive range are identified.In terms of strategic implementation,SNM should ensure the production advantage,enhance technology innovation continuously;optimize marketing,improve market share;realize vertical integration of supply chain,improve industrial chain control;promote industrial clusters to ensure antirisk ability;participate in update zirconia industry standards,implement product classification.In terms of strategic guarantee,the organizational structure should be flat,modularized,and centralized;financial management should be finely and focused;the information system should be systematic,specialized,and unified;human management should strengthen internal training,optimize structure,and promote "grassroots elites";corporate culture construction should be combined with local characteristics.How did the ugly duckling become a swan? The development of zirconium new materials enterprises has always been supported by the government,and they should grasp the opportunity of the era."Keeping a business is harder than starting a business".In the critical period of major choices,enterprises should maintain strength,strengthen connotation construction,and focus on improving core competitiveness,thus finding the opportunity in the crisis and opening a new bureau in the change. |
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