Study On The Product R&D Strategy Of Waterborne Auto Coatings In Company Cida

After decades of theoretical research and practical development, strategicmanagement has bEme a crucial part in enterprise management. Thanks to itsextensive perspective, strategic management offers a clear path for business growth.In most cases, executives will apply the strategic management theory and techniqueson the development planning of a company or a division department. However, thispaper applies the strategic management framework to the product R&D planningprocess, trying to find the right direction of a specific work in a much broaderenvironmental context and with a more rational way of thinking.The object of this study is Cida Coating System Company, which has more than150years of history in coating R&D, production and sales. The company hasaccumulated strong business, technical, and channel resources and has made someremarkable achievements in the field of auto coatings. The company bears a verygood tradition of research and development and sees technological innovation as acrucial base for the business success of the company. Meanwhile, the companyattaches great importance to corporation social responsibility and tried her best to be agood and reliable corporation citizen. So the company particularly focused on theenvironmental protection and energy saving via the research and development onwaterborne auto coatings to creat a unique "green competitiveness". The ultimate goalof the company is to achieve rapid growth and mutal benefit for enterprise, employee,communities and environment.This paper mainly investigated the product strategy of Cida waterborne autocoatings. Water-borne automobile coatings in Company Cida bring together multiple features including a environment-friendly concept, a high added-value patentedtechnology, and a high profit margin. These products are the innovation focus of theR&D function and are also the company’s star. Waterbonce automotive coatingproducts paper first summarizes the company’s research and development, throughin-depth analysis reveals product development issues and root causes of the problem,then select strategic management address the management challenges that appear inthe product research and development. Then, articles on waterborne car paint researchof within external environment for has full detailed of scan, including legalregulations for waterborne paint of related provides, and national macro ecnomicsituation for waterborne paint development of effects, and social people forwaterborne paint of identity degree, and waterborne paint latest technologydevelopment trend, and waterborne paint industry status and prospect, and companymost main of customer situation and waterborne paint needs features, and companymost main of competition opponents waterborne paint research status and advantagedisadvantage, and Present situation of the main supplier of the company, as well asthe impact on company costs, internal waterborne coatings research and developmentof human, financial, material and intellectual resources, and so on. At last, the articlebased on a comprehensive analysis of the external environment and internal resourcesstrategies for waterborne coatings research and development. This paper suggestscompany to use its resources to support market-directed development of newgeneration product. The last part of this paper focused on the implementation of theproduct development strategies and the implementatio measures.This article goes through the entire strategic management process includinggoal establishment, strategic environmental assessment, strategic choice and strategyimplementation, hoping to contribute to the competitiveness boost of theseEnvironment-friendly products.