Study On Business Strategy Of BN Coating In China

With the pace of reform,China's coating industry had made marked achievements after years of rapid development.With the development of China's economy,the coating industry will decrease develop speed from high to middle-low.BN coating company is a Swedish owned enterprise,mainly focus on production and sale of UV coating for wooden floor,mainly customer is the final European and American clients specified floor factory to use BN brand.Some other small foreign-invested coating company in China which similar as BN coating that mainly rely on specified order,how to face a tough economic situation,and meet the opportunities and challenges is the research direction of this paper.Based on enterprise strategic management theory and PEST analysis tool,this paper analyzes the external environment of the enterprise,and concludes that the Chinese market of the UV coating industry will continue to grow but the pursuit of high quality is not obvious,and the export market will gradually decline,especially the US market will be transferred to southeast Asia due to the trade war,and competitors continue to reduce the sales price,which will intensify the competition situation in the industry.Currently the Chinese government is strict with environmental protection and the increased of labor cost and plant rent will increase the cost pressure and innovation pressure of BN coating company.At the same time,through the analysis of internal resources,the enterprise's advantages are determined to be advanced formula technology and life time maintenance of supporting products and the group's century-old brand influence.The main disadvantage is the lack of professionals in human resources,R&D and sales.Through SWOT analysis,this paper studies the strategies that enterprises can choose in the process of transformation,selects differentiation strategy for BN coating company and puts forward specific requirements for the implementation,organizational system and guarantee of the new strategy in the aspect of functional layer strategy.