Research On Development Strategy Of NB Paint Company

After China's accession to the WTO, the Chinese auto industry showed good momentum of rapid development never seen before, which had pushed the rapid development of car coating market. Automobile coating industry in China would have huge market space, Whether it was new car painting or old car maintenance. With such a development opportunity, The theoversea well-know brands such as PPG, BASF, dupont, kansai, Japan and so on, entered into China continuously, which maked the automobile coating industry was full of competition. NB coatings company was controlled by the Japanese paint co., LTD, a subsidiary of Japan dongyang group Bee chemical company and Taiwan joint venture group co., LTD in China. It officially entered the Chinese market in 1999, mainly for the domestic Japanese carmakers bumper, front bar, rearview mirror, door trim, spoiler commercial vehicles such as paint. NB coatings company with science and technology as the forerunner, had always been standing in the world in the field of water-based paint over many years. In recent years, due to the increasing cost of raw materials, automobile manufacturers pricing pressure, strong competition of brands at home and abroad and the defect of the enterprise own management company development was faced with severe challenges. The purpose of this study was to analyze the NB coatings company in the Chinese paint market operating environment, combined with the enterprise strategic management theory, provided a scientific and efficient for NB automobile coating company development strategy, enhanced its comprehensive competitive strength, for the expansion of the production and business operation provided full and effective guidance and market expansion.This paper first introduced the theory of strategic management and related analysis tools, and then, had carried on the detailed analysis and evaluation on the company's external environment using PEST analysis model and porter five analysis model. On the understanding of their own advantages and disadvantages, the SWOT model analysis was made on the problems of the company's internal and external environment of strengths, weaknesses, opportunities and challenges, considering four alternative strategic plan, formulated the fitting the development of NB coatings company development strategy:Use of favorable policies and regulations, and the huge market capacity and the growing demand, combined with their own good brand image and internal resource such as advanced technology, strive to build excellent sales team to continue to expand the market, provides the integration of form a complete set of after-sales service to improve customer satisfaction, technology innovation and internal controls to reduce cost, maintain high profit margins, enhance the competitiveness of the company as a whole. In the integration of the enterprise management strategy is adopted, diversification and differentiation strategy. In order to ensure the company overall strategy implementation, it was recommended that the company from the marketing strategy, technology research and development, the internal control, human resources, etc, needed to take corresponding measures.