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1、THERESEARCHOFLFGGYPSUMSHANGHAICO.,LTD.MARKETEXPANTIONSTRATEGYABSTRACTThisthesisintroducedmainproblemsfacedbyLFGGypsumShanghaiCo.,ltd.inChinamarketfirstly,forinstance,thebiggapbetweenLFGstrategyobjectiveandmarketshareachieved,competenceweakenedinlongdistan
2、ceregions,andlagbetweenfastgrowingmarketandcapacity.TheonlysolutionistoadoptexpansionstrategyinChinamarket.Thisthesisanalyzedexternalenvironment,foundoutdrivingfactortoplasterboardindustryandmarketindicators,setupmarketmodelofplasterboardindustry,forecast
3、edmarkettrends,marketsizeandoverallgrowthrate.ThisThesisanalyzedplasterboardmarketcompetitionsituationandcompetitionforcesfacedbywholeindustryqualitatively.Basedonaboveanalysis,furtheranalysisaboutLFGGypsumShanghaiCo.,ltd.wasgiven,especiallyoninternalreso
4、urces,strengthandweakness.Duetosensitivetolongdistancetransportation,plasterboardindustryhasdifferentcompetitionsituationsandsupply&demandindifferentregions.Morethanthat,differentiationalsoexistsinhigh-endproductmarketandmiddlerangemarket.Consideringthese
5、factors,thisthesisdividedChinamarketinto6regionalmarkets,andanalyzedthembyhigh-endproductmarketandmiddlerangemarketrespectively,includingregionaldemand&supplyandcompetitorcentralization.Quantitiesanalysismodelwasestablishedtomeetthispreciseanddiligententr
6、yselection.Aftertheentryevaluation,wechoseNorthEastregionhigh-endmarketasthefirstregiontoenter.FurtheranalysisofLFGinNorthEastregionwasconducted.Strength,weakness,opportunityandthreatswerevitalfactorsneededtoanalyzeinNorthEastregionfirstly.Then,competitio
7、nstrategywasformulated.Instrategyimplementstage,productspositioning,pricing,promotionanddistributionchannelmanagementwereanalyzedrespectively.Indistributionmanagementanalysis,relationbetweendistributorquantityandmanagementdifficultwasdiscovered.Thisresult
8、wasusedindistributionchannelselectionandperformanceevaluationsystems.Intheend,mainrisksfacedbyLFGGypsumshanghaiinexpansiontoNorthEastregionwereanalyzed,especiallyinimplementstage.Riskcontrolplansweregivenrespectivel
