Study On Industrialization Strategy Of Taixing Co. Ltd's Hot-melt Adhesive Products

The hot-melt adhesive (hereinafter referred as "Hot-Melt Adhesive"), is one kind of adhesive. It has been one of the most promising adhesives as its basic substance is thermoplastic resin with single component and has such distinguishing features as quick solidification, rich raw materials, low price, and no pollution for environmental protection.In the past several years, Hot-Melt Adhesive has been one of the fastest growing adhesives. Hot-Melt Adhesive has become the third biggest kind of adhesive after the polymer emulsion and the traditional resolver adhesive. Hot-Melt Adhesive has taken a quite high proportion among all the adhesive products in the developed countries or regions, among which it is highest in North America with almost 20%, but is relatively low in developing regions. The reasons for the above situation lay in the fact that the resolver adhesive products are widely used as a result of insufficient attention to the environmental protection and safety, as well as that the low industrial automation has limited the market scale for Hot-Melt Adhesive.Taixing Corporation is mainly engaged in the research and development, production and sales of Hot-Melt Adhesive in each domain. At present its Hot-Melt Adhesive is mainly used in the energy pipeline domain. Along with the widespread application of Hot-Melt Adhesive, the company's R&D center has developed many kinds of new products used in the domains of building materials, packaging, solar energy, shoes, and clothing. These research and development projects have already been mature and have reached the condition for mass production. However, which domain shall carry out the industrialization of products and therefore conform to both the development of this industry and meet the requirements of environmental protection and as a result bring the enterprise the biggest economic interest, is the focus of the research by this thesis.This thesis will study and solve the strategic issues concerning the industrialization of Taixing Corporation's Hot-Melt Adhesive products, indicates the direction for the Taixing Corporation's next development target, and solve the present market bottleneck for the company, and therefore play a decisive role for the company's sustainable development.