Study On The Development Strategy Of QC Coating Company

The great business opportunities and demands of China's building coating industry have triggered fierce competition in the market.The foreign brand technology,capital strength,marketing means are more ahead,and local industry coatings in China are small and medium enterprises,technology homogenization serious,has small scale of production,technology,environmental standards and other issues.In the background of national policy of supply side reform,coupled with the implementation of the "two children",the new policy of "environmental protection law",the old residential energy-saving policy and regulations,resulting in some small and medium-sized enterprises face the fate of being eliminated,while other consistent with the policy orientation of architectural coatings enterprises have to strengthen their ability to seize the market.Share,and strive to achieve greater development.In this paper,QC coating enterprise as the research object,use the knowledge of strategic management theory and strategic management analysis tools,the use of external environment in PEST model and five force model of QC coating for diagnosis,and evaluated by using the EFE matrix.Using the company resources,capabilities and core competence theory and value chain analysis,the internal environment of the enterprise is analyzed,and the IFE matrix is used for quantitative evaluation.Comprehensive use of SWOT analysis,identified the company's development strategy,including the development strategy of the situation,the choice of business scope,the adjustment of business areas and the implementation of the development strategy safeguards.This paper believes that QC coatings company should choose the strategy of expansion in the strategic situation,choose diversification strategy in the scope of business,and adopt strategic alliance in the early stage to reduce the risk of diversification.The field of business adjustment,QC coating should be differentiated by specific,to establish unique brand image;product characteristics of high starting point,high quality;consulting a full range of technical services support;a full range of support policies to achieve the dealer.And through the attachment strategy for the rapid development of enterprises to seek funding,technology,marketing and other support.Enterprise development strategy will finally be realized through a series of security measures,according to QC's own situation,mainly from the aspects of strengthening the development of marketing management,customer management,human resource management,technology development strategy.The goal of this paper is to help enterprises to maintain the existing competitive situation,to achieve long-term development,become a regional wall decoration integrated production services,but also for the start-up of architectural coatings enterprises like QC coatings provide some ideas and reference for development.