| With the reform and opening-up, the economy of our country has developed rapidlythrough inputting and consuming a lot of resources along with great pollution of environment.This kind of economic development pattern has caused various environment problems. Inrecent years, global environment problem is becoming more and more serious, and theconsequences caused by those have led to the awareness of environmental problems andgreen consumption and economizing on resources and protecting ecological environment, andhence low-carbon economy emerges. Liquid furniture lacquer has played an increasinglyimportant role in protecting environment. Carpoly Chemical Group Co., Ltd. has been at theforefront of Liquid Furniture Lacquer development, which is also the pride of national brand.This paper analyses the macro-environment and industry and inner situation in which theCarpoly liquid furniture project is by performing strategic management theories and PESTanalysis and Porter model. In addition, strategic analysis and location has been carried outthrough SWOT analysis and so on. Based on these, we got the conclusion that Carpoly shouldadopt growth-oriented strategy. In the project strategy selection, we can use sales expansionstrategy, brand building strategy, R&D investment strategy, cultural construction strategy,model innovation strategy and so on. Through the strategy implementation, we should insiston the principle of industry and university cooperation, cultivating company’s corecompetitiveness based on the existed resources, expanding the international market. At themeantime, we should pay special attention to avoid market risk, operational risk, policy risk.Create their own brand image, promote healthy and stable development of theirenvironmentally friendly Liquid Furniture Lacquer, gradually increase their market share,then create an environmental protection industry chain, provide the customers with completecoating solutions. |
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