A Study On The Competitive Strategy Of AL Group In Chinese Cylinder Gas Market

Industrial gas belongs to the most basic industrial products,is an indispensable "industrial blood" in the process of industrialization.As one of the most important and rapidly growing markets in the world,China has attracted many industrial gas companies,including the world foreign industrial gas leader AL company which headquartered in France,has seen significant growth in its industrial cylinder gas market since it entered the Chinese market in the 1990 s.However,in the context of China’s slowing economic growth and increasingly fierce market competition,it has become an urgent task for AL to make use of its own advantages to consolidate its market position,cope with external environmental threats,or cope with possible threats by making up for its own inadequacy.It is under this background that this paper systematically plans the future strategy of AL company.Based on the market characteristics of industrial cylinder gas,this dissertation systematically analyzes the competitive strategy of AL’s industrial package gas business in the Chinese market.By introducing PEST analysis framework,this dissertation analyzes the overall external macro environment of China during the rapid changes faced by AL company.At the same time,based on Porter’s five forces model,the industrial cylinder gas industry was analyzed.Finally,the SWOT analysis method is used to analyze the advantages and disadvantages of AL company,the opportunities and threats it faces.Finally,the strategy of combining SO and WT is chosen to expand the market share of AL company in China’s industrial cylinder gas market,so as to finally achieve a regional differentiation strategy.The research of this paper not only has certain guiding significance for the development of AL company in Chinese industrial cylinder gas market,but also has certain reference value for the same type of enterprises to carry out market competition in the Chinese market.