| From 21st century,the automotive industry increased significantly as well as the rapid growth of the automobiles production and sales in recent years.In the meantime,the adhesive business in the vehicles grew more and more quickly.As we know,automotive economy is a highly comprehensive industry,which leas many other industries’ fast growth,like metal,electronics,information,mechanics,service and chemical.In 2009,the output and the sales amount have achieved 13,790,000 and 13,640,000 accordingly,48.3%and 46.1 percent year-on-year growth.Regarding the output and sales level,China became the No.1 around the world.Among thousands of the parts in a vehicle,the non-metal part is vital,like plastic,rubber,glass,paint and some composite materials.Adhesive is a kind of non-metal material in chemical industry.For example,the total demand of glass bonding material was 17,881 metric tons in 2007;while in 2014 it had increased to 48,864 metric tons.There was 1.7 times within 7 years.The adhesives manufactured by D company,like the glass bonding,structural adhesive and the foam were the typical adhesives in the vehicles.According to an uncomplete statistic,there are hundreds of adhesive companies in China.And there are also tens of global brand adhesive companies coming to China.In the face of the huge automotive consuming market,each company developed its own excellent adhesive products to occupy the market share.Being an American adhesive manufacturer,when facing such rapid automotive industry and the competitors,in order to match the rapid automobile market trend,D company must figure out an effective marketing strategy to guide corporate marketing activities,allowing companies to obtain greater stability to survive in the market.I applied in writing papers in literature research,observation,interviews,lessons learned,statistical analysis,summarized the law and the integrated use of the above research methods.The followings were studied:(1)The introduction part.Some of the specific circumstances of thesis writing and the ideas summarize explained.It contains content background,purpose and significance,research status,research methods and the research framework.(2)The theoretical basis of the concept were reviewed.Enterprise development strategy theory was summarized,including the concept of enterprise development strategies and characteristics;the theoretical basis for other applications to be reviewed,including the PEST and SWOT theory.(3)D Company Adhesives business development in China’s auto market is analyzed.It introduced the basic situation D Company;for D Company Adhesives business external environment analysis,mainly from the macro-environment,the industry competitive environment analysis;D Company Adhesives business internal conditions analysis,mainly from internal resources,competitive advantage analysis and D companies to develop strategic positioning SWOT analysis.(4)D Adhesives business development strategic planning company in China’s auto market.D company build its adhesive business development strategy targeting the automotive market in China,the influence of the major stakeholders of the company’s development strategy,building the company’s development strategy;proposed embodiment D Company Adhesives business development strategy,from D Company detailed description step adhesives business development strategy.(5)To come to a conclusion of the thesis. |
