Development Strategy Research Of Beijing Langwei Industrial Coatings Co.,LTD.

Beijing Langwei industrial coating Co.Ltd.is a high-tech private enterprise with a history of many years,the main paint coating used in rail transport,iron and steel,light industrial machinery,auto parts and other industries,mainly for customers in a series of large and medium sized enterprises.Langwei company pays attention to the concept of scientific and technological innovation and delivery on time,and has been recognized as a modern and professional controlled company by industry for many years.In recent years,the development of Langwei company has been seriously hampered by the rising prices of raw materials for coatings,the strong competition of famous coatings brands at home and abroad,the increasing awareness of international and domestic public awareness of environmental protection and the unclear development targets of Langwei companies.This paper uses the literature analysis,qualitative analysis research and strategy selection,comprehensive and systematic analysis of the paint industry’s external environment and internal resources of Langwei company,making clear development strategy,improve the core competitiveness of Langwei company,proposed development strategy for scientific and effective guidance for the expansion of business scale and market.In this paper,the research status and related support theory of industrial coatings industry at home and abroad are analyzed.Using PEST analysis tools and analysis tools of Potter five external environment of Langwei company,Langwei company is facing good legal and political environment,good economic and social environment,the high iron automobile industry rapid development,The Belt and Road national policy market opportunities,the people of green paint favored by chance.At the same time,Langwei is facing many new threats from international and domestic famous brand coatings,such as the increasing number of new competitors,the lack of brand influence,the bargaining power of upstream enterprises,the bargaining power of customers,and the strict control of national environmental policies.Through the analysis of Langwei company’s internal resources and capabilities,Langwei coating Co.,Ltd.has good production line,production capacity and scientific research ability,Langwei company personnel quality is generally good,and sufficient financial capital,order on time delivery and other advantages.The disadvantage is that the internal management cost is high,the establishment of the organization is not reasonable,the technical support of the parent company,the sales ability and the after-sales service ability are weak,and so on.Combined with the external environment and internal resources advantages of Langwei,through the analysis of SWOT program,Langwei company determines the strategy of integrated growth,differentiated growth and horizontal diversification growth.Make use of its own good market base and product quality.We should expand the strategy of Langwei,including customization,R & D,production,painting and service integrated coating business,expanding existing market,and developing new coatings products,so as to reduce costs and enhance competitiveness.Langwei company through strategic selection and implementation,to seize the "13th Five-Year" period of good political and economic,social and technological environment bring great paint market opportunities,clear objectives,integration of resources,scientific management and market development,innovation driven development,improve the economic benefits of the company.