The Company Zgcc Thermal Spray Projects Development Strategy And Its Implementation

ZGCC is an influential big enterprise of the Cemented Carbide in China. In the year of 1978, it began to produce tungsten-based hard material (one type of spraying materials), 80% of which is being exported nowadays. Recently, with the adjustment for Foreign Trade Policy of the state, export restriction for the key strategic resources and the primary products has been strengthened. The hard material produced by ZGCC is also in the list of export restriction. Thermal spraying is a new technology, and the thermal spraying industry is also a sunrise industry in China. Combined with the good opportunity of greatly developing the advanced technology such as energy saving, material saving, substitution, recycling and so on, thermal spraying technology has been listed as one of the key technologies in "the Eleventh Five-Year Plan".This thesis focuses on the strategic management field, putting forward the long-term development strategy as the guidance of the thermal spraying project development on the basis of theories combined with many effective management tools, qualitative and quantitative methods, and study object of hot spraying project in ZGCC. During the specific implement process organized on such basis, strategic orientation should keep changing to meet the rapidly changing objective environment.With a view to objective reality, this text made an objective analysis on the international and domestic macro environment and the practical condition of the company itself. During the analysis, it used the models including PETS analysis tool of strategy management, External Factor Evaluation Matrix (EFE),Competitive Profile Matrix (CPM), Internal Factor Evaluation Matrix (IFE),and Porter's five competitive forces. On this basis, this text reached the optional development strategy on thermal spraying of the company by strategy matching of the external chances and threats, internal advantages and disadvantages that the SWOT Matrix brought to the thermal spraying program of ZGCC. Then, we used Quantitative Strategic Planning Matrix(QSPM)to compare, estimate, and choose the optional strategies, and fixed the development strategy on the thermal spraying program of the company and then formulated the implement measures of development strategy on the thermal spraying program.On the basis of the above analysis and research, this article put forward the vertical integration strategy for guiding the developing direction of thermal spraying program, and the competition strategy of oriented cost leadership strategy and subordinate differentiation strategy. Finally, this article formulate two period development programs of long-term development and implementation step-by-step, and specific implementation measures on organizational framework,human resources, market development, products development and corporate culture. During the implementation, we should devote major efforts to integrate the internal resource, increase and quicken the devotion for thermal spraying program to promote the thermal spraying program to developing fast and well.