Design Of Marketing Strategy For Northwest Yongxin Chemical Industry Co. LTD

With the continuous and high speed growth of the economy, in China, where it holds the most population in the world, there is a great requirement for improving the housing conditions. Nowadays, the average expense of the coating products per person in China is only quarter that of the European and American countries. However, China has the 1/4 global population, so the huge and substantial growing space has brought a huge market. The overseas coating giants have rapidly entered the Chinese market, however, there exist about 10,000 native coating production companies, so that the Chinese coating market now becomes the most competitive market in the world. Especially, since 2008, the worldwide scale financial crisis increases this kind of steep competition degree. On the other hand, the competitive intensity itself explains a question: the Chinese coating market has the huge space and potential opportunity.As a well-known brand in the northwest region, "Yongxin" coating is facing how to compete with other strong peripheral competitors. These means, such as expanding northwest market share, going out, radiating the whole nation, and seeking the survival and developing outlet, are becoming the significant strategic problems for the further development. Based on my own working experience, the present paper will take the marketing strategy of the Northwest Yongxin Chemical Industry Co., LTD (coded as NWCI) as the research topic and mainly study, under the present situations, how to carry out the marketing strategy design and to gain the continuous and healthy development.In this paper, the basic situations, historical evolution, and the trend of development of NWCI were firstly introduced. Then, the present situation of the coating professions, the external competitors, the potential customers, and the inner management ability of NWCI were analyzed detailedly by using the theory knowledge of market marketing, strategic management, organization behavior, enterprise diagnosis and human resources management, etc. Through the analysis, the superiorities, inferiorities, opportunities and threats of NWCI were also elucidated. At last, according to the above mentioned analysis, the market marketing strategy of NWCI was designed and established.