In recent years, Oil prices have been volatile, market competition both at home and abroad are moreand more Fierce, so that enterprises facing the environment more complex. Facing complex domestic andinternational environment for market competition, the only environment for the development of enterprisesand resources careful analysis, to understand their own situation and develop enterprises adapt to thedevelopment of strategic planning, effective use of corporate resources, in order to pre-empt the fiercecompetition in the market .This paper is mainly used in combining theory and practice, using comparative analysis method, theShandong Zhonghai Chemical Group Co., Ltd. in the external environment and internal conditions ofanalysis, identify their own strengths and weaknesses, in the face of the opportunities and threats, and inbased on this the Shandong Zhonghai Chemical Group Co., Ltd. in the development of strategies andprogrammes the implementation of the strategy.In this paper include: (1) The analysis of the external environment of Shandong Zhonghai ChemicalGroup Co., Ltd. including external political, economic, cultural and social life, as well as with industrycompetitive situation. (2) The internal conditions, including the organizational structure of enterprises,corporate culture, corporate human resources management, enterprise technology and research anddevelopment, product and marketing conditions, enterprises economic activities; (3) By the internal andexternal environment enterprise analysis, and use the SWOT analysis method, know ourselves strengthsand weaknesses of enterprises, enterprise development, the opportunities and threats to the development ofstrategic options; (4) Overall development strategy of Shandong Zhonghai Chemical Group Co., Ltd., aswell as the functions of the implementation of the strategy;(5) in the implementation of the strategy for theevaluation and control of Shandong Zhonghai Chemical Group Co., Ltd..Through the external environment and internal environment analysis, formulation of developmentstrategies suited to their own principles and strategic goals, the strategic objectives of the specificimplementation of programmes and control measures to ensure the economic efficiency of enterprisescontinued to improve stability, enhance their ultimate competitiveness.