Marketing Strategy Research About Paint Additive Of BD Company In China Market

Along with the rapid development of Chinese economy, coating industry of China get vigorous development. As an important component in coating formulation, additives were widely used from 1980s in China. Many foreign raw material suppliers entered into China in succession. They set offices or establish labs and plants in China.Under this background, BD started to do business in China as one of first group of foreign chemical raw material suppliers. After 20 years marketing penetration, BD brand become very famous in Chinese coating industry besides in other countries, and now BD additives is the main player in Chinese coating additive market. But due to big fluctuation of global chemical market and great changes and development of China market, BD got some resistance of development in China market.By using classical marketing theories and analysis methods, this thesis analyzed situation and problem in China of BD chemical company. In chapter 3, situation of coating industry BD Company stayed in and market situation of additives for coating were described; then, this paper stated current situation and problems of BD's marketing strategy while using 4Rs theory (Relevancy, Reaction, Relationship and Reward).After that, Five-force model and SWOT model were used to analyze internal and external environment of BD; based on these environment analysis, Chapter 4 analyzed market segmentation and position of BD Company.In Chapter 5, this thesis gives suggestions for BD's strategy problems of marketing.This case study is expected to give some ideas on improving the development of BD company in China, and bring a little of inspiration on improving marketing strategy of fine chemicals.