Research On Competitive Strategy For Energy Spread Hot Melt Adhesive Business

In recent years, the domestic economic growth slowing from the previous rapid development, rapid transformation of industrial structure, some labor-intensive industries quickly transferred to the domestic Midwest. Due to environmental concerns and domestic industrial impact on the environment is more stringent, so the chemical industry to further improve environmental requirements. Our adhesives industry is developing rapidly, more serious oversupply situation, while multinational giants such as Henkel, Fuller, Findley, Avery Dennison, UPM,3M etc in full swing to enhance the layout in the Chinese market with a strong capital take the "cut-throat" competition and technological strength in China, and further compression of private small and medium enterprises to grow.In the increasingly fierce market competition, the company Energy spread hot melt faces of the kind of business competition strategy pattern, how to enhance competitiveness, seeking to accelerate the transformation of enterprise development mode, into the industrial structure adjustment and upgrading of reality. Resolve this problem, only to develop effective competitive strategy to enable enterprises to maintain a sustainable competitive advantage in the fierce competition.This thesis Energy spread case, from the perspective of competitive strategy, where the industry through the company’s competitive landscape, Adhesives can be made through competitive differentiation strategy model, the implementation of the strategic planning of sustainable competitive advantage.This paper argues that the company should be able Energy spread adopted differentiation strategy, the use of product innovation, competitive alliances, etc., in order to cultivate from my ability to compete and get the appropriate competitive position downstream from the three main target markets, enhance company’s market share, build lasting earned a profit mode.