Research On The Competitive Strategy Of DL's Industrial Software Business

In recent years,developed countries in the west successively put forward re-industrialization strategy centering on revitalization of manufacturing industry and reshape new competitive edge of manufacturing industry in their countries,these efforts accelerate new pattern of investment on new round of international trade and global manufacturing industry.The German government plays an leading role in these countries,which regards this reform of manufacturing industry as fourth phase of industrialization after mechanization,electrification and information technology,therefore this reform is named as industry4.0 which could be considered as intelligent manufacturing and digital reform innovation in our understanding.This manufacturing-led reform couldn't be achieved without supports of industrial software,while traditional industrial software also faces historical turn of upgrading and innovation.However China's manufacturing excessively relies on demographic dividend so that the development of industrial software is inferior than that of developed countries in the west.With ever-changing international and domestic environment,ever-rising competitor's competitive pressure at home and abroad,gradually recession of internationally and domestically demographic dividend and rising labor costs,China,as center of global manufacturing,must take reform of intelligent manufacturing as inexorable road,while as important industry of smart upgrading,the industrial software inevitably has become the key industry of strategical development in China.China's Ministry of Industry and Information Technology published Blueprint for Service Industry of Software and Information Technology(2016—2020)and again emphasized the importance of industrial software,China's Ministry of Industry and Information Technology praised software as soul of new generation of information technology industry,call software definition as new landmark and feature of information revolution and also put forward concept of software-defined manufacturing which could be considered as important development trend of future manufacturing,the software-defined manufacturing unleashes the environment-innovative vitality for development&design,simulation verification,production manufacturing and operation management and quickens development of new pattern covering individualized customization network-based collaboration,service-led manufacturing and cloud manufacturing which finally promotes the transformation from production-led manufacturing to service-led manufacturing,so the facts prove that industrial software has become priorities in national development.In face of market with great potential but fierce competition,how do enterprises'products stand out under fierce competitive environment,how do enterprises maintain core competitive edge-which will bewilder many enterprises.DL company is one enterprise featuring design development of industrial software and production,although the industrial software products in company have market position and technological advantages to a certain extent,the company is also caught in puzzled situation under current market environment,the uncertain strategical position between company and businesses gives rise to a series of problems.This text will take industrial software businesses in DL company as object and combine related theory case to analyze and research how to conduct strategical management for competition of industrial businesses in company.This paper firstly adopts PEST and Michael Porter's five forces model to analyze external environment of company and summarize the opportunities and threats of company's external environment;In the meanwhile this paper also makes use of tool of value chain analysis to find out advantages and disadvantages based on company itself.Through analysis of results of internal-and-external environment with model,this paper again apply SWOT matrix in analysis to acquire the most excellent strategy of market competition and feasibility of strategy implementation as well as possibly existing obstacle,which aims to formulate related solution scheme so as to help company maintain long-lasting competitive edge.