The Study On The Competitive Strategy Of Qingdao Dongshi Chemical Co.,LTD

Qingdao dongshi chemical Co.,LTD is a small private enterprise selling water-based coatings.Since its establishment,the company has been actively responding to the government’s call for energy conservation and emission reduction,keeping pace with the national economic development and achieving great development.Waterborne coatings market is facing such a good development opportunity,but also attract more and more enterprises into the waterborne coatings market.These factors make the water paint market competition becomes increasingly fierce,the market demand falls,the company sales decline,the company is facing the problem of how to obtain the continuous market competitive advantage.Therefore,it is particularly urgent and important to determine and develop a set of competitive strategies suitable for the development of the company.This paper is an applied research.Firstly,it explains the background and significance,content and ideas,tools and methods of the research,and introduces relevant literature and theoretical basis.The second step is to analyze the external environment of the company.The PEST model and Porter’s five forces model are used to analyze the external environment of the company and identify the external opportunities and threats faced by the company.The third step is to put forward the existing problems of the company,analyzes the resources and capabilities of the company,and defines the advantages and disadvantages of the company.In the fourth step,SWOT analysis is used to analyze the enterprise systematically,and the overall strategy should be adopted by the enterprise are obtained.The fifth step is to use the QSPM model to determine the specific strategy that the company should adopt at present,that is,the centralized strategy.At last,the author puts forward three aspects to realize the strategy: main business concentration,marketing channel concentration and target market concentration.Meanwhile,the author also puts forward the guarantee measures for the implementation of the strategy,hoping to have realistic guiding significance for the development of the company.