Research On Development Strategy Of Fiber Laser Division Of DZJG Corporation

In the past forty years of reforming and opening,Chinese economy has undergone great strides in development,transforming from a large agricultural country into a new industrial country.Now it is an internationally recognized manufacturing center.With the improvement of production efficiency and product quality,the scale of production enterprises is growing continuously,and the competitiveness of enterprises is totally different than before.China has changed from simple processing to manufacturing power,and the slogan of MADE IN CHINA has rolled into the world.With the advent of the equipment manufacturing industry,the great progress has also been made.Now industrial laser is becoming one of many production equipment.The full name of laser is: stimulated radiation amplification of light,which is the third scientific and technological revolution in the context of nature created by mankind and it does not exist in the nature,because of its unique coherence,monochromaticity,and directivity,it determines its possession of ultra-high power density and energy density,currently equipped with laser technology production facilities.Besides,laser has been widely used in manufacturing industry.DZJG was founded in Shenzhen in the forefront of reforming and opening.At the beginning of its founding,thanks to the advantages of technology and local after-sales service.In the early years of the company's establishment,the market share of DZJG marking machine products was as high as 72%.However,with the continuous improvement of domestic technology and manufacturing level,all the core components used in laser marking machine have been localized since 2012,which has greatly lowered the technical and financial threshold for the industry to enter.A large number of competitors have emerged into this market,and the homogeneous competition in the whole market is very serious.As a result,the gross profit margin of the general standard equipment has been greatly reduced year by year,which is the main product of DZJG Fiber Division,At the same time,what kind of sales problems are facing the high-end professional equipment with high gross profit margin? On the other hand,although the cost of equipment purchased by equipment buyers has dropped in recent years,these customers also seem to be facing a difficult operation situation,troubled by the rising rent of factory buildings,the rising cost of raw materials,recruitment difficulties,industrial upgrading and other problems.How does the DZJG fiber division adjust its strategy to meet the demands of these customers?In this context,this paper selects DZJG fiber division,the leading enterprise in the laser industry,as a case study.Supported by strategic management theory and strategic transformation theory,this paper studies the product development strategy of DZJG Fiber Division at the present stage,and analyzes DZJG Fiber Division with PEST analysis method and Porter Five Forces.From the internal and external environment,we can find out the motivation and direction of product R&D strategy of DZJG Fiber Department,and the strategy adopted in the implementation of product R& D strategy.By comparing with the R& D level of the same company,the feasibility of implementing the R& D strategy of DZJG Fiber Department is evaluated quantitatively.This paper thinks that DZJG Fiber division wants to continue to maintain its leading edge in technology and lead the market under the new situation,it is necessary to fully evaluate the external competitive environment and its own advantages.According to high quality customers,DZJG should help them to get rid of limitation of laser product.Laser technology should be extended as key to develop professional equipment.According to the customer who needs general standard equipment,modular equipment should be developed,and the network platform should be used to provide remote sales service and technical support services.And forecast the problems encountered in the implementation of R & D strategy.This paper also gives safeguard measures from the organizational structure,human resources,incentive security,financial security,corporate culture and other directions.