A Study On The Competitive Strategy Of ShangHai SuShunTai Economic & Trade Co.,Ltd.

Since carrying out the Reform and Open policy,especially entering to WTO,China has been developing its economy very quickly.The life of people is becoming better and better.All these have made the construction industry developed very well and then given a very good opportunity for the development of architectural coating.At the same time,the biggest coating companies in the world have entered this attractive coating market.The local coating companies have also increased their production capacities and a large quantity of small coating companies have arisen.Then the architectural decorative coating industry has become a market with great opportunities and great challenges.So far the competition of architectural decorative coating had became white-hot in Chinese market.ShangHai SuShunTai Economic & Trade Co.,Ltd.(abbreviated Sushuntai Co.as following) as the largest agent of SKK coating in China region should plan and prepare competitive strategy completely,so that this young enterprise can survive and be stronger in the keen competitive market.This thesis analyzes the internal environment and the outside environments including the macro environment and industry environment,which Sushuntai Co.faces with,in the guidance of the basic theories of competitive strategy,and then it expounds internal strengths and weaknesses and external opportunities and threats of Sushuntai Co..Then the thesis analyzes the strategic position of Sushuntai Co.and works out three strategic options such as "overall cost leadership","differentiation" and "focus".Finally,it puts forward the competitive strategy of Sushuntai Co.:the differentiation competitive strategy on the basis of high-end acting product and well-qualified service.In order to perform this strategy successfully,the writing finally advances some tactics from organizational structure,financial policy,human resource and operations management, such as "promotion from the linear function of the organizational structure of the system to the cause of the organizational structure of form","actively and reliable financial policy","mainly depend on cultivate own personnel","expand and exert advantage of scale". The major contribution of this Paper lies in:by systematically utilizing the knowledge of enterprise strategy management,carrying out detailed analysis and research for competitive strategy of Sushuntai Co.,aiming at making some own suggestions to promote the competition ability of the company.The competitive strategy clarified in this thesis will give some instructive ideas and applied values for the realization of operation objective and sustainable development of Sushuntai Co..