The Study On The Competitive Strategy Of F Coating Company’s Automotive OEM Coating Business In China Market

Since carrying out the Reform and Open policy in1978, especially entering toWTO since2001, China has been developing its economy very quickly. The life ofpeople is becoming better and better. All these have made the automotive industrydeveloped very well and then given a very good opportunity for the development ofautomotive OEM coating. At the same time, the biggest coating companies in theworld have entered this attractive coating market. The local coating companies havealso increased their production capacities and a large quantity of small coatingcompanies have arisen. Then the automotive OEM coating industry has become amarket with great opportunities and great challenges. The ground vehicle business inChina entered the fast growing phase in the21st century．Continuously growingnumber of vehicles in use nurtured the booming of the vehicle accessory business．InDecember2009especially，the momentum of vehicle manufacturing and salesreached the peak of the year reached all new highs．In2009，total number ofvehicle manufacturing and sales broke13million units，achieving the best year—over—year increase．For the first time ever，passenger vehicle manufacturing andsales reached10million units，the commercial vehicle sector also performed verywell．Obviously，currently the vehicle accessory business is one of the mostpromising and fastest growing business sectors．This thesis first studies the entire automotive OEM coating industry deeply toget the features of this market and then through the market segmenting, the study ofthe customer purchasing behaviors and the analysis of customer value to know whatthe customers concern most when they choose the coating. And through the exteriorenvironmental analysis, interior environmental analysis and competitive analysis to know the situation that F Coating must face when it develops its business in China.And through these strategic analysis theories like SWOT and QSPM, its competitivestrategy of automotive OEM coating was got finally. Last, the thesis provided specificsuggestions on marketing strategy implementation and control.Because of the tight timing and my limited knowledge，I sincerely hope thatthe weaknesses in the collection of the thesis materials and writing would be pointedout，so the thesis can be improved．I certainly hope that the marketing strategyanalysis of F Coating Company covered by this thesis would bring real meanings forthe domestic Chinese vehicle accessory and service businesses．...