The Study On Competitive Strategy Of ZGCC’s Hard-facing Bussiness

In the modern society where resource conservation and environment friendly has been valued growing, as an very important branch of surface technology, hard-facing technology and hard-facing materials can be used in various industries. It can significantly improve parts surface properties like wear resistance, heat resistance, corrosion resistance, etc, besides this, it also have little effect on the substrate materials properties.However, due to domestic enterprises increasingly involved in hard-facing materials business, the level of rapid progress, the international advanced enterprises keep the advantage of high quality products, so the market competition is increasingly fiercer especially for conventional hard-facing products.Under the new competition pattern, different categories of products showed different competition patterns in market segment. This put forward different requirements for different competition elements. As a well-known international and domestic leading company in the field of hard-facing material, ZGCC felt the unprecedented competition pressure. How to accurately judge and analyze the competition situation of hard-facing products, and select the appropriate competition strategy for different products have become an urgent problem and need to be solved.According to the general theory and technology of strategic analysis of funnel model, this paper use this model as a tool to analyze the current situation and existing problems of ZGCC hard-facing materials business in different market segments competition, then take two products as an example and adopt this theory to analysis, so this paper find a combination competition way is an appropriate strategy for these products. At last, to ensure implementation the competition strategy of ZGCC hard-facing business, this paper design some measures to support this strategy according ZGCC research and development, human resource(HR) and corporate culture.