Development Strategy Of Ly Coatings Co., Ltd.

With the rapid growth of China’s economy which has been developing rapidly over ten years, it has brought the rapid development of the domestic architectural coatings industry. However, the continuous control of the real estate from Chinese government and the sales slowdown of the real estate industry have brought the huge pressure of competition to the architectural coatings industry as well, since the past two years. Meanwhile, the international paint giants have increasingly built factories in China or by means of mergers and acquisitions, not only promoting the rapid development of domestic architectural coatings industry, but also making the domestic market form international brands, joint venture brands and domestic brands, so that the three parties compete at the same market.Firstly, this thesis carrys on an analysis to the overall development of domestic architectural coatings industry, through the development strategic theory, the internal and external environmental analysis of LY paint Co., Ltd., has summed up the characteristics of architectural coatings production and construction enterprises. Secondly, by value chain analysis, SWOT analysis and Potter’s 5 force analysis, according to the characteristics of enterprises and industrial characteristics, has set up goals to the enterprise’s development strategy and strategic mission, and chosen a integrated growth strategy, intensive growth strategy and horizontal diversification strategy. Finally, a series of management measures can be taken to achieve the goals of development strategy, which can help our enterprise to achieve strategic objectives, but also can be used for reference in the industry.