Globalization Development Strategy Of Chinese Medium- And Small-Scale Powder Paint Enterprises

Globalization has created new markets for big-, medium- and small-scale enterprises in the past decades. Peter F. Drucker had said that one company must walk up to the international market for a preferential position. No markets could avoid competition from foreign countries for all time. To go out of China to challenge multinational corporations, or wait MNC to beat us?As an environmental friendly industry, powder paint has a big potential market. China is now one of the biggest countries in manufacturing powder paints, but the next goal of China is to become powerful in this line. The medium- and small-scale powder paint enterprise represents the future of the Chinese powder industry. Compared with big-scale enterprises, they are not strong enough to compete in the international market. The goal of this thesis is to help our medium- and small-scale powder paint enterprises to program their global development correctly. And also it is expected to inspire them to carry out practical globalization development strategy adapted to their current condition, by which they could set up their core strengths to join in international competition.This paper makes this research in proper sequence by the way of combination of theory and demonstration. The first chapter is an introduction of background, objective and intention. In the second chapter, the medium- and small-scale enterprise and globalization are defined. And classical globalization theory and developing countries'globalization theory are narrated. Especially, it is indicated that the latter one plays an important role on studying globalization development strategy of our medium- and small-scale powder paint enterprises. The third chapter is about current globalization development patterns, including inward-oriented and outward-oriented, progressive and jumping, and enterprises cluster. In addition, several factors working on strategy choices and general globalization development strategies are analyzed.The fourth chapter is based on the anterior contents to study globalization development strategies for Chinese medium- and small-scale powder paint enterprises. From an exterior environment perspective, companies should pay attention to opportunities and challenges from new application areas, technology standardization and environmental friendly trends. From an interior perspective, making strategy could consider differentiation strategy of product mix and service, market segmentation, appropriate organization and culture penetration strategy. The fifth chapter is to put forth a real example of one powder paint enterprise to study its globalization development strategy on the basis of a study of the whole thesis.Through the study, it's thought that our medium- and small-scale enterprises should adopt a progressive strategy in the international market. Market segmentation can be done by geographical order and application area order. Promoting is suggested to face the goal of customers for low input but high efficiency. The operational mechanism and organization frame should be reasonable. Service should be different. Especially, culture penetration is important. Some of our medium- and small-scale enterprises have entered into international markets and some of them are ready for it. No matter which period they are in, this thesis can be referred to in order to adjust their current strategies for continuous globalization development.