Ming Chen Zebon, Marketing Strategy Research,

As the national key new high-tech enterprise, Mansion Zebon Company is the biggest Fluorocarbon Paint supplier at present in China. It's leading product-Zebon Fluorocarbon Paint has already occupied main share on the market and had foundation of brands. With the change of the environment of inside and outside, Mansion Zebon Company is facing the problem in marketing field, such as product structure is single, the material flow is too long in radius, etc. So it is necessary to define the advantage and inferior position that the company has, the opportunity and threat that the company faces, and makes the corresponding marketing strategy, so as to ensure that the company obtains the lasting competition advantage, and develops steadily fast.Through an analysis of Mansion Zebon Company's external environment, this text defines the main opportunity that the company faces: the support of policy, wide development space, the barrier of entrance, advance technology, and the opportunity of forge coating brand. The main threat that the company faces: the trend of limited quantity for solvent based coating, the relatively strong competitiveness of the foreign well-known brand (such as Nippon) on the market of building, the threat form the fast develop of the special coating, and the uniqueness of the supplier of the main raw material.Through an analysis of Mansion Zebon Company's internal environment, this text discerns the main advantage that the company has: exclusively-owned technology with Fluorocarbon Paint of first place in the world, technology of water based fluorine coating, brand advantage and marketing network advantage. The main inferior position that the company has: the production equipment is relative to lays behind, mixes colors systematic strength is weak, product structure is single, the material flow is too long in radius, and the distributor's network is relatively fragile.Under detailed and thorough analysis of internal and external environment condition of Mansion Zebon Company, using the managerial knowledge studied synthetically, this text makes the marketing strategic that fits the development of the company, and corresponding 4P combination: that is (1) perfect the product structure, the middle-grade fluorine coating and aqueous-solution fluorine coating merchandise as quickly as possible, produce auxiliary products and variety coating with OEM way. (2) make suitable price tactics, including auxiliary products and OEM product. (3) establish the open marketing network and build channel. (4) carry on marketing with many marketing tools, such as advertising, jointly promotes, promoting to the distributor, etc. At the same time, this text makes the organization's guarantee measure on the way of building open produce network, open scientific research:network, information system network and four grades of technological service network. It also sets up production guarantee measure in factory of ten thousand of Fluorocarbon Paint, the guarantee of manpower resources system and cultural construction, so as to ensure that the marketing strategy of the company can be realized finally.