Research On The China Area Development Strategy For Balzers Company

After 30 years reformation and opening, the Chinese market has come into cooperation strategy competition time. The investigation of cooperation strategy has become an emphasis of the business management investigation. In China, the PVD coating industry is a new kind of market. There is no thesis of PVD coating cooperation development strategy for Chinese market before.Under this background, this thesis takes the Chinese development strategy of Balzers who is the No.1 PVD coating company in the world as research object. The first, it introduces strategy management theories at home and abroad. The Second, it analyzes the outside environment and PVD industry environment by PEST and Michael Porter's five competitive force tools. The third, it analyzes the inside environment of Balzers company including organization, R&D, production, sales activity. Then according to the experience of the author and the strategic management principle, using SWOT tool, the future general development strategy which marches the China PVD coating marketing and Balzers company situation is formulated. Aiming at this general strategy, the measure is also confirmed.The purpose of this thesis is to help decision-makers understanding Chinese PVD market well, to provide references for business development strategies and contribute to the healthy development of Chinese PVD coating industry.