The Study On The Competitive Stretigy Of PPG's Architechtural Decorative Coating Business In China

Since carrying out the Reform and Open policy, especially entering to WTO, China has been developing its economy very quickly. The life of people is becoming better and better. All these have made the construction industry developed very well and then given a very good opportunity for the development of architectural decorative coating.At the same time, the biggest coating companies in the world have entered this attractive coating market. The local coating companies have also increased their production capacities and a large quantity of small coating companies have arisen. Then the architectural decorative coating industry has become a market with great opportunities and great challenges.This thesis first studies the entire architectural decorative coating industry deeply to get the features of this market and then through the market segmenting, the study of the customer purchasing behaviors and the analysis of customer value to know what the customers concern most when they choose the coating. And through the exterior environmental analysis, interior environmental analysis and competitive analysis to know the situation that PPG must face when it develops it business in China. And through these strategic analysis theories like SWOT and QSTM, its competitive strategy of architectural decorative coating was got finally.