This paper takes the mid stream enterprises of 3D printing (3D printing equipment manufacturing enterprises) as the starting point, analyzes them with PEST analysis, five force model and SWOT model, and makes a deep analysis on the mid stream enterprises of 3D printing from the macro and micro levels, and puts forward relevant development suggestions on this basis.
At present, 3D printing furniture in China is developing rapidly with the support of the state, while 3D printer manufacturing enterprises, as the midstream furniture of 3D printing, are facing a unique background and environment. For 3D printer manufacturing enterprises, how to achieve sustainable development in the face of the current social environment is an extremely important proposition. Under this background, the author makes an in-depth analysis of 3D printing manufacturing enterprises by using relevant management models
1、 External macro environment analysis - PEST analysis
(1) political environment
With the rapid development of 3D printing furniture, "3D printer", the main carrier of 3D printing furniture, has entered the golden age of research, development and sales. The quality and advancement of 3D printer skills will directly affect the development of 3D printing furniture in China. Therefore, in recent years, the Chinese government has issued a number of policies to support the development of 3D printer manufacturing enterprises, and a large number of policies to support the progress of printer skills have followed.
Recently, the High Tech Department of the Ministry of science and technology organized experts to fully listen to the opinions of various parties and reach a broader consensus. They listened to the opinions and suggestions of the business community in Nanjing, and conducted a more in-depth discussion on the development strategy of China's 3D printing manufacturing skills, which has become a preliminary development idea. At the meeting, the expert group introduced the "preliminary considerations on the development strategy of 3D printing technology in China". Representatives from 12 enterprises, including aerospace No. 8 Research Institute, Shenyang aircraft, Shaanxi Hengtong, Beijing Longyuan, Wuxi Yiwei, Shanghai Lucheng, Shanghai Aowei and Suzhou Xinjian, from the additive manufacturing furniture technology innovation alliance, had a heated discussion on the development prospects of furniture, current problems, opinions and suggestions on scientific and technological affairs, Actively offer advice and suggestions. According to insiders, the preliminary consideration on the development strategy of 3D printing technology in China is expected to lay a foundation for the introduction of 3D printing related household property policies, and the concept of 3D printing is expected to usher in favorable policies again.
At the same time, there are various signs that 3D printing is being promoted to the level of national strategy. In order to accelerate the development and localization of 3D printing manufacturing skills, the Ministry of industry and information technology is brewing top-level design and overall planning, and formulating special policies to support the development of 3D furniture. Insiders believe that with the key support of the state, China's 3D printing furniture will usher in a new round of development opportunities.
Through scientific research and development and equipment nationalization, China has changed the situation where such equipment relied on import in the early stage. More than 20 service centers have been established throughout the country, and equipment users are all over the medical, aerospace, automobile, military industry, mold, electronics and electronics, shipbuilding and other industries. In 2011, the scale of China's additive manufacturing household goods market was nearly 1 billion yuan (excluding the military industry market). With the overall upgrading of China's manufacturing industry and the promotion and application in medical treatment, aerospace, automobile, military industry, consumer electronic products, geographic information, art design, mold and other industries, the additive manufacturing market will further expand.
There is no doubt that 3D manufacturing enterprises will benefit from the policies of the Chinese government and realize a new round of progress. On the one hand, 3D printer manufacturing needs a certain entry cost, and the formulation of relevant policies, such as software and hardware support of jiadang Park and bank credit support, will provide a "green channel" for the establishment of printer manufacturing enterprises. On the other hand, 3D printing is a household property with high skill requirements and fast updating. The implementation of the government policy has provided economic assistance and skills training for the R & D of enterprises, and opened up a channel for the introduction of advanced technologies in the world. In short, with the support of the policy, China's 3D printer manufacturing industry will breed beautiful flowers in the fertile soil cultivated by the country.
(2) economic environment
The growth of China's economic level has provided a good environment for the midstream enterprises of 3D furniture. Initially, the acceleration of industrial transformation and upgrading in China was conducive to the rapid expansion of 3D printing market demand. In recent years, with the rapid rise of the cost of land, labor and other factors, China's industrial transformation and upgrading is becoming more and more urgent. Under this background, the pace of industrial transformation and upgrading in China will be further accelerated. The demand of Chinese enterprises for shortening the life cycle of new products and improving the product design ability is constantly increasing, and the 3D printer manufacturing industry is very suitable for the needs of industrial transformation. Therefore, the demand for 3D printing equipment with product design and prototype development will increase from time to time, and the economic environment is suitable for the development of 3D midstream enterprises. In addition, the rapid development of aerospace and national defense industry has increased the demand for 3D printing equipment from time to time. China is in the period of rapid development of aerospace and national defense industry. Aviation equipment, satellites and applications have been included in the national strategic emerging industries for key support. 3D printing skills such as laser near net forming will have great development space in the manufacturing of complex and difficult to process aircraft and satellite parts.
From historical experience, it can be concluded that the time of economic recession is the time when new economy sprouts and new skills are born. The reason why the global economy is sluggish proves that the traditional production relations have hindered the development of productive forces, and reform will become a new driving force for production development. American scholar Jeremy Rifkin said that the combination of the Internet and new energy will produce a new round of industrial revolution. The economist pointed out that the market potential of 3D printing skills is huge, and it is bound to become one of the many breakthroughs that will lead the future manufacturing trend. At present, the application of 3D printing skills in the fields of mass consumption, industry and bioengineering has been at the beginning, and has a different degree of household wealth. In Europe and the United States, the popularity of 3D printing is higher than that of China. In 2012, the output value of the world 3D printing industry was 12 billion to 13 billion yuan, while that of China was about 1 billion yuan. The output value of 3D printing in the United States and Germany accounts for about 80% of the total revenue of the industry. China's market size is very similar to that of Japan, but China is considered as one of the most potential countries in 3D printing with its booming national economy and huge population base, which is conducive to the continuous progress of the printer manufacturing industry.
(3) social environment
(1) Printer market expansion
As far as the current social environment is concerned, most of the current 3D printer enterprises have grown up by expanding the users of indicator enterprises. Enterprise users have always been important target customers of 3D printer manufacturers.
However, a large number of ordinary people were initially interested in 3D printing. This concern not only shows that more and more people have initially recognized the existence of 3D printing and made their own preliminary judgments on its functions and principles; This enthusiasm also shows that more people are now trying to explore the mystery of 3D printing, and are eager to witness the magic effect of 3D printing, personally realize the operation of 3D printer, and personally experience the changes that 3D printing has brought to the real world from virtual to reality. In this case, more and more 3D printer manufacturers initially focused on the market of small household printers, and developed a development route of producing and researching personalized small printers.
For the several 3D printer manufacturers surveyed by our team, the small printer market accounts for half of the market share of these enterprises. With the advancement of quality education, many primary and secondary schools are trying to provide students with better educational environment and better educational opportunities. In this context, the laboratories of primary and secondary schools have also become the key market of small printers. In addition, the pursuit of printers by individual enthusiasts has naturally become a driving force of the 3D printer market.
(2) Increase in marketing channels
In recent years, network skills have become more and more popular, and e-commerce has developed rapidly from an unprecedented speed. The network economy has different laws and modes from the traditional economy. The characteristics of e-commerce decide that it is much better than the traditional commerce. It has the characteristics of low marketing cost, easy to collect and manage customer information, especially in line with the sales of information goods. Therefore, network marketing has developed on the basis of e-commerce.
Network marketing is a combination of indicator marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless trading and customer participation marketing. It is a revolution of skills and means, and contains a deeper concept revolution. As a "superconductor" medium for trans space-time transmission, the Internet can provide punctual services for customers' locations. At the same time, the interactivity of the Internet can understand customers' needs and provide targeted responses. Therefore, the Internet can be said to be the most attractive marketing tool in the information age. Network marketing endows marketing combination with new connotation.
In recent years, some large-scale 3D printer manufacturers at home and abroad have embarked on the road of e-commerce and achieved initial results. With the increase of marketing channels, 3D printer manufacturers have more opportunities to communicate with customers, and these manufacturers can conduct marketing to customers more comprehensively, in-depth and on time. Therefore, the increase of marketing channels also provides development opportunities for midstream enterprises of 3D printing furniture.
(4) skill environment
3D printing is a revolutionary skill rising in recent years. 3D printing has a wide range of applications and broad prospects. Theoretically, when the 3D printing technology is mature, with the addition of different printing materials, it can print anything, including human organs (raw materials are cells), buildings (raw materials are building materials), machinery (raw materials are metals), and so on. As long as the model to be printed is depicted on the computer, it can achieve a very high degree of recovery. Traditional manufacturing skills such as injection molding can produce large quantities of polymer products at low cost, while 3D printing skills can produce relatively small quantities of products in a faster, more flexible and lower cost way. A desktop size three-dimensional printer can meet the needs of the designer or the concept development team to manufacture models.
Because 3D printing equipment is revolutionary, and the research and development of 3D printing technology is very sufficient in the world, 3D printer manufacturing also has a sufficient technical foundation. At the same time, China has taken innovation driven development as a national strategy to transform the development mode and accelerate industrial transformation and upgrading, and the R & D of skill innovation and home-based application has been strengthened from time to time. As a new household property, 3D printing has excellent conditions for skill innovation.
At present, there are fewer and fewer restrictions on the manufacture of printers, which are initially shown in the materials of 3D printers. Although high-end industrial printing can realize the printing of plastics, some metals or ceramics, the materials that cannot be printed are relatively expensive and scarce. Researchers are trying to use more and more cheap and easily available materials to make 3D printers, and have made great progress in the field of multi-material printing. In addition, the volume and quality of printers are also moving towards lightweight. 3D printer manufacturers can now produce one or even several small printers in one day, which can not only meet the market demand but also reduce the time.
At the same time, the number of 3D skilled personnel is rising from time to time. Because the debugging of 3D printer occupies a large proportion of the manufacturing process, and this part often needs the monitoring of professionals. Therefore, the increase of 3D manufacturing employees and the improvement of skills also provide excellent conditions for the development of 3D printer manufacturers.
2、 Industry competition analysis: Five Forces Model
1. Analysis of the buyer's bargaining power
Under the current circumstances, the 3D printer market can be said to be a blue ocean market, but also an incomplete monopoly market. Buyers who want to buy 3D printers have only a few printer manufacturers to choose from. This means that the printer manufacturer has a strong voice in front of the buyer, while the buyer's bargaining power is very weak. Basically, the pricing standard is determined by the 3D printer manufacturer, and the buyer can only choose to accept it to a large extent. However, if 3D printer enterprises want to quickly open the market, they still need to adopt strategies such as price reduction to a certain extent to occupy the blue ocean market.
2. Analysis of suppliers' bargaining power
At present, the manufacturing of 3D printers requires some high-end positioning, superior quality and some special materials. For some materials, 3D printer manufacturing is an important buyer. Once the price increase exceeds the acceptance range of 3D printer manufacturers, they choose other suppliers instead, which will cause great loss to the suppliers of 3D printer enterprises. Therefore, the bargaining power of suppliers of 3D printer manufacturing enterprises, the midstream enterprises of 3D printer manufacturers, is low.
3. Competitiveness analysis of potential entrants
As far as the midstream enterprises of 3D printing household belongings are concerned, there may be situations where their upstream and downstream enterprises expand the household belongings chain and erode the midstream enterprise market. At the same time, after accumulating rich capital and experience, some foreign 3D printer manufacturers in Daxing palace may enter the Chinese market and become potential entrants in the middle of the 3D printer chain.
However, as a new revolutionary household property, domestic 3D printing is supported by national policies and has local advantages. All these have created high barriers to new entrants for potential entrants. If these two types of enterprises try to enter the 3D printer manufacturing industry, it will be difficult to avoid high entry costs and high failure risks. Therefore, the competitiveness of potential entrants in the 3D printing chain is weak.
4. Competitiveness analysis of substitutes
Although the emergence of 3D service intermediaries represented by 3D printing shops will cause certain resistance to the sales of 3D printers. However, from the current sales situation of ordinary printers, although there are countless printing shops everywhere, many companies and individuals with large demand for printing business still have strong demand for printers. Therefore, we can speculate that even with the emergence of some 3D service organizations, 3D printers can still thrive and suffer little impact.
5. Competitors in the same industry
Take Nanjing Baoyan Automation Co., Ltd. as an example. It has the R & D team of Nanjing Normal University in terms of skills. At the same time, the company has long-term cooperation with some high-tech furniture bases in the United States, so it has unique advantages in updating skills. In addition, in cooperation with universities in Nanjing, such as Nanjing University and other institutions of higher learning, it can tap high-quality 3D printer talents and provide sufficient skilled personnel support for the measurement, control and R & D of its printers. As a result, Baoyan has become a leader in the 3D printer industry in Nanjing and even the whole country. Therefore, if the 3D printer manufacturing enterprises have advantages in skills, supplemented by marketing and capital support, they will greatly reduce the threat posed by their peers.
3、 Suggestions on the development of 3D printing midstream Enterprises
1. Adopt multi-channel marketing strategy to develop E-commerce
With the popularization of network skills and the rapid development of e-commerce, in recent years, some large-scale 3D printers at home and abroad have embarked on the road of e-commerce and achieved certain results. The increase of the marketing channels of the marketing channels enables 3D printer manufacturers to have more opportunities to communicate with customers, and also enables these manufacturers to conduct marketing to customers more comprehensively, more deeply and more punctually. Therefore, the increase of marketing channels also provides development opportunities for midstream enterprises of 3D printing furniture. It is imperative for 3D enterprises to develop e-commerce and conduct multi-channel marketing. At the same time, for the current 3D printing midstream enterprises, the proportion of individual customers is increasing, which means that the small, household and personal printer business will become an important business of the printer manufacturing enterprises in the future, and the small printer is also very consistent with the realization of logistics transportation.
2. Make use of policy advantages to realize large-scale production
3D printer manufacturing, the midstream household belongings of 3D printing household belongings, is currently the sunrise household belongings in China