| Welding is a hot working technology,which is widely used in various scenarios as a basic processing method.Only in the ten major fields of "Made in China 2025",there are eight closely related to the development of welding.At present,China’s production technology of high-end welding materials is limited,and 70%of them depend on imports,which makes China’s key projects such as military industry,nuclear power,ultra supercritical units,high-tech ships and other key areas such as major equipment manufacturing have to be controlled by others.In terms of the welding materials industry,technical problems have seriously affected the healthy development of the industry.It is not only the serious overcapacity of low-end product lines,but also the serious homogenization competition of products,which leads to a sharp decline in corporate profit margins.There is also a problem that the R&D breakthrough ability is concentrated in a few odd sheep enterprises in the industry.Many medium and large enterprises that started by introducing technology have failed to follow the pace of development and play their own advantages due to the strategic lag,which has forced the overall process of the national high-end welding materials to be independent to delay.At present,the academic research on enterprises and their development strategies has been very mature,but the research on welding materials,a"niche" field,mainly focuses on the technical field,with relatively few research results based on actual cases.For this reason,the author selected a representative case from the current domestic welding material enterprises as the research object.Shanghai A Welding Materials Co.,Ltd.is an old brand enterprise engaged in the welding materials industry in China.This paper uses PEST method,Porter’s Five Forces Model and SWOT method as the main research tools.Aiming at the specific situation of Shanghai A Welding Materials Co.,Ltd.,this paper creatively proposes a vertical integration development strategy for the high-end welding materials market to solve the company’s current difficulties.At the initial stage of the transformation,it is suggested that the company should adopt the method of "feeding the high-end market with the middle end market" to maintain its existing share in the middle and low-end markets,expand overseas markets with the low-cost advantage of the formed brand,and maintain sufficient cash flow;At the same time,continue to introduce technology,and maintain the advantages of Shanghai A Welding Materials Company in the middle end welding materials market by virtue of the technology and talent reserves accumulated over the past decades;Finally,with the guiding ideology of vertical integration,we gradually occupied the market of high-end welding materials and cultivated our own technical team.Through the vertical integration development strategy,establish a completely independent high-end welding material design,production,R&D and sales system,and become a leading and influential enterprise in the global high-end welding material market,which is also the ultimate goal of all welding material R&D,production and sales enterprises. |
