| Architectural decoration means types of processing on the inner and outer surface and space, with various decoration materials or ornaments. Its purpose is protection of the main structure of buildings, improving the physical properties of buildings, improving the using function of buildings, and beauty the buildings.Into the21st century, the real estate industry enters into a rapid development period, with the acceleration of urbanization in China. As the supporting industry of real estate industry, architectural decoration industry also enters into a rapid development period. However, real estate industry meets serious challenge, after Chinese government issued some new policies to control the real estate development in2010. As the supporting industry of real estate industry, architectural decoration industry also meets the same problems, which needs to pay more attention to the "qualitative change", instead of "quantitative change". The demand to develop and perfect themself for architectural decoration enterprises is urgent. MD company is a famous architectural decoration enterprise in the Pearl River Delta region, and their business focuses on local region now. How to develop Chinese domestic market becomes the most urgent problem, with MD’s development and the excessive capacity in the Pearl River Delta region.This paper introduces MD’s status firstly, and analyzes the external operating environment through researching Chinese building decoration industry. And then it analyzes MD’s competition advantage to develop Chinese domestic market in the market environment now, with strategic positioning theory, the theory of Porter, marketing theory as basic theory, and making full use of the SWOT analysis method, together with the market characteristics of Chinese current architectural decoration industry. At last this paper gives concrete proposals and measures for MD’s strategy to develop Chinese domestic market, providing theoretical guidance for the development of MD company. |
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