Chengdu Harmony Paint Phosphating Company Marketing Strategy Of Construction Coating And Strategies

In the recent years, building industry has been the pillar industry of national economy; building paint in proportion to paint has been going up increasingly. It is observed that building paint industry in our country is facing with good opportunity. At first, market demand has been going up, because urbanization has given a huge chance to building paint, especially, with the rapid development of house construction, the generalization and application of building paint has been greatly stimulated by the pursuance for comfortable living environment. In the next place, the development of building paint already and would receive the vigorously sustain by all levels government from center to locality. In the recent years, the policy and rule of generalizing building paint construct good exterior environment for building paint industry. Xiang He Coating and Plating Share Limited Company is an enterprise which products and sales mainly plating products and other products of metal surface. With the development of the company after about ten and two years, the company has been a big group enterprise. Being confronted with good exterior environment for our building paint industry, how the company shows its' new building paint in market and occupies market rapidly, so the marketing stratagem and policy has been becoming more and more important. On the base of analyzing self and competition environment, handling basic theory and method of stratagem supervision and distribution management, the paper put forward own viewpoint about firm how to cope with change and establish appropriate distribution stratagem and policy. The paper involves five parts: Part Ⅰ: This part introduces Xiang He Company briefly, including its organization structure, its marketing and its present situation. Part Ⅱ: This part carries out market competitive analysis for Xiang He Company. With the use of five competition forces of Porter model and SWOT matrix, it makes out inferior position and the advantage of the market competition of Xiang He Company, as well as the challenge and opportunity. On this foundation, the author speaks out the marketing strategy. Part Ⅲ: This part makes STP analysis partially for the building paint market of Xiang He Company, including the market segment, the choice and location of target market. Part Ⅳ: According to marketing strategy mentioned above, this part puts forward corresponding marketing tactics, such as brand tactics, marketing channel tactics, price tactics and sales promotion tactics. Part Ⅴ: This part is about the rethinking after marketing tactics are brought into effect, the writer mainly thinks about two things, first, how to enhance bringing green marketing tactics into effect, second, what to do when we are facing to WTO. The major contribution of this paper lies in: by systematically utilizing the knowledge of marketing management and enterprise strategy management, carrying out detailed analysis and research for marketing strategy and the marketing tactics of Xiang He Company, aiming at making some own suggestions to strengthening company's sale work to promote the marketing competition ability of the company, and hoping those suggestions can take some effect on the development for Xiang He Company, at the same time it plays part of certain reference for other building paint enterprises of our country.