A Study On Business Model Innovation Of KP Paint In A Regional Market

Recognizing the challenge of stiff competition and market fragmentations of the paint and coatings market, I develop a new business model for XX chemical company in the regional market of Zhejiang province. This model is built upon Weng's business model innovation theory as well as my experience in this industry. It helps to serve as one of the guidance for the development and marketing strategy in the paint and coatings industry, especially for the small and medium business.The thesis consists of five parts:The first chapter introduces the basic terminology and theory on business model innovation. It highlights the process on innovating a value proposition.The second chapter describes the expansion and contraction cycles of the paint and coating industry. As a case study, I provide an analysis for the local market in the northern Zhejiang province.The third chapter presents the background of XX chemical Company as well as it business model.The forth chapter analyzes the business circumstances segment, highlights the core interface and probable countermeasure factors against current situation of XX chemical Company.The fifth chapter puts forward the suitable value proposition for XX chemical Company, defines a new value system. I apply the new value system to study the business model of XX chemical Company, and give suggestion to small and medium business in paint industry.