废玻璃再利用商业分析:一种新型绿色建材创业战略

Chapter I Introduction

1. Research Objectives

Glass has been used for thousands years. The earliest known glass objects were beads, the mid third millennium BCE in coastal north Syria.[1] Modern glass industry ---“float glass industry”  --- begun form 1959 in UK when Sir Alastair Pilkington and his associate Kenneth Bickerstaff, developed the world's first commercially successful manufacture of high quality flat glass using their float glass process. Because float glass process cleverly using gravity force and surface tension forces of glass, float glass became smooth as mirror, whose surface quality can be comparable with those mechanical polished glass. Further float glass production capacity is great; efficiency is higher than those old methods by several decades’ times. Float glass manufacture process invention quickly draw all the attention in Global glass industry, was declared as a new revolution in flat glass industry, and quickly spread to the entire world. Nations eagerly in line bought this U.K. Patent, so that built float glass production lines in domestic. 

As  Glass  manufacturing  technology’s  great  improvement,  in  2010 Globe  flat  glass  production  reached  55  million tons.  In  past  two decades, globe glass production grew higher than GDP growth. In view of long term, globe glass demand may be keep 4% growth, as Glass application fields enlarged and more and more architectures and autos designers incline to use glass components. 

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2. Meaning of the Research

Environment  protection  has  become  critical  society  issue  in  today’s china.  After  crazy  GDP  growth  chasing, environment  violations  were serious. Since 1990, China glass production lines had been soaring up to decades times. Until Nov 2012, China has 268 float glass lines and other 49 lines on construction. Hebei province was the most.

Waste glass recycling can reduce environment pollution. One reason is waste glass weathering process is very slow, lasting for hundreds years. The waste glass in landfills is nearly no decomposing, in comparison with decomposition process of most of organic wastes. Today’s china people cannot find enough landfills, and waste dumping landfills are environment violations, sometimes were environment pollution when protection measures were not sufficient. It was reported 15%-25% flat glass is wasted in industry processing, including cutting, grinding, polishing, assembling etc. Another reason is glass recycling saving energy. Energy saving reduces carbon dioxide emission, and other environment impacts. It was reported when using 60% waste glass in glass production instead of rough raw material it reduces 6%-22% atmosphere pollution and saves 6% energy .

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Chapter II Literature Review

1. Basic concepts

To  fully  comprehend  the  strategic  development  of  micro  innovative technology enterprise, some classic theories and concepts should first be introduced and only by figuring out the these basic concepts used in strategic development and theories of Micro-enterprise can the author make a clear analysis of following case. 

The following several basic concepts will be defined first in the thesis. Namely,

1）Micro-enterprise, 2）Development strategy, 3）Focusing strategy,   4）Non-equity strategic alliance

1.1 Micro-enterprise

A micro-enterprise (or micro-enterprise) is a type of small business, often registered, having five or fewer employees and requiring seed capital of not more than $35,000. The term is often used in Australia to refer to a business with a single owner-operator, and having up to 20 employees. The European Union defines micro-enterprises as those that meet 2 of the following 3 criteria and have not failed to do so for at least 10 years:

The  term  micro-enterprise  connotes  different  entities  and  sectors depending on the country.

In  China,  four  major  government  departments  including  Ministry  of Industry  and  Information  Technology, National  Bureau  of  Statistics, National  Development  and  Reform  Commission  and  Treasury Department studied and enacted An Regulation on the Division Standard for Small and Medium-sized Enterprise in 2011. In the regulation, Small and Medium-sized enterprises are divided into three types, Small sized enterprise,  Middle  sized  enterprise  and Micro-enterprise  according  to the number of employee, business turnover and asset size.

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2. Brief introduction of the strategic development theory of

Micro-enterprise This  thesis  makes  a  brief  introduction  of  the  strategic  development theory of Micro-enterprise from the following five aspects. Namely,（1）Theories  on  the  advantage  and  disadvantage  of  Micro-enterprise development;（2）Theories on the opportunities and challenges faced by Micro-enterprise（;3）The development strategy for Micro-enterprise（;4）Strategic  choice  of  financing  for  Micro-enterprise;  (5)The  study  of Micro-enterprise is still at an initial stage. 

2.1 Advantages and disadvantages of Micro-enterprise development

Professor Nan Zhizheng (2004) and Zhou Ping (2002) made an in-depth study  on  the  advantage  and  disadvantage of Micro-enterprise development. Form their study the advantages of Micro-enterprise are as follows:

AS  the  market  and  Business  models  are  changing  fast,  there  are  big companies teetering on the edge of bankruptcy. Some of them are so steeped in outdated business practices that they cannot adapt quickly enough to avoid hitting the iceberg. But a Micro-enterprise company can adapt more quickly.

While big corporations may have an advantage in marketing budget and buying power, Micro-enterprises are usually better at having substance. They can respond to their customers more quickly and efficiently and provide more personalized service. They can specialize and prosper in a smaller niche market that would be impractical for a bigger company. Another advantage of Micro-enterprise is that the management of assets and liabilities is not a difficult task. Assets include checking and savings accounts  while  liabilities  include  the  money  you  owe  to  others. Additionally keeping a cash transaction record is easily maintainable in a small business.

Every coin has two sides the development of Micro-enterprise is not an exception. The disadvantages of Micro-enterprise are also quite clear. The disadvantage of a Micro-enterprise is that since it is run on a low budget,  it  requires tremendous  marketing  and  the  planning  and implementation of proper strategies. The improper handling of loans or investments can often lead to the downfall of a Micro-enterprise very quickly. 

As long as a Micro-enterprise wants to expand its market share to cope with the fast development of the entire economy, it needs an easy and convenient  access  to  financing.  But  the  reality  is  that  financing  has become the biggest headache for Micro-enterprise manager. 

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Chapter III Case Description ..............25

1. Background Information ..............25

2. Jade-like Micro-crystalline Glass ..............27

3. Wood-like low density ceramic ................27

Chapter IV Case Analysis...................31

1. Analysis of the Internal Environment .........31

1.1 Business Model ................ 31

1.2 4Ps (Product Price Place Promotion) market strategy .............. 32

1.3 Profit and Loss Balance Analysis in worse case (break-even).. 33

Chapter V Basic Suggestions ...........44

1.  Increasing resource input ................44

2.  Improving marketing and selling capacity .................44

3.  Adopting Focus Strategies ..................44

4.  Non-equity strategic alliance...............45

Chapter V Basic Suggestions

1.  Increasing resource input

It is meanless only to tell potential customers that our products made from  95%  waste  glass  or  it  is  environment protection  products. Environment protection is not Chinese customers’ priorities. It is not enough to make out mosaic tiles. Most of potential customers need a decorative  solution  more  than  decorative  products.  So  talent  of architectural designing is necessary. In review of recent difficulties on mosaic marketing and selling, lack of resource, at aspects of not only financing but also necessary talents, is the obstacle for entrepreneurship. To increase resource input is necessary.

After investigation of potential customers consuming behaviors, most of potential  customers  need  a decorative  solution more than  decorative products. To tell our potential customers how our tiles can be used in their house and what kind of decorative feeling can be created，  should be put into our focus strategies. It is not enough to make out mosaic tiles, but to design its application solution for house decoration and to make sure  its  decorative  effects. So  for  focus strategy  implement,  talent of architectural designing is necessary.

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Chapter VI Conclusion and Research Prospects

1. Focus strategies should be applied by small and micro enterprises

As a new enterprising, limited by scale and resource, it possibly should focus on one niche market. To anchor target niche market is essential for business success. Focus strategies should be applied by small and micro enterprises.  On  the other  hand,  market  is  changing,  becoming  more diversifying and personalized, as younger generations after 80s and 90s are gradually becoming main force of customer market. The trend of diversifying  and  personalized  creates  more niche  markets.  Big enterprises  could  not  satisfy  customers  in  all  niche  markets. It  leaves niche opportunities for small and micro enterprises. M company possibly is better to focus on jade-like glass ceramic mosaic market, try the best to offer high quality and special products in the niche market.

On  higher  view  of  whole  ecological  environment,  whole  society,  and whole  waste  glass  recycling rather  than merely  glass  ceramic manufacturing, build up non-equity strategic alliance with citizens, waste glass collecting operators, refining factories, and government, win-win cooperation.  It  is  possibly  helpful  for  green  building  enterprises developing. Environment protection has become more and more serious society problem in recent years. On the other hand, whole society and government have realize the importance of living environment, and have been  doing  many efforts  to  protect  our  living  environment.  What  M company does is not merely supply glass ceramic mosaic, but offers the solutions  of  environment  protection,  enlarge  waste  glass  recycling industry for our beautiful living environment.

reference(omitted)