Marketing Strategy Research Of Liangshan Lantian ChemicaI Co.,LTD

With the continuous and rapid growth of the china’s economy, the requirement of the coating has been increasing, and bringing good opportunity to the development of the coating.,Although the coating industry has been developing so well, the operating conditions of the majority of numerous medium and small sized coating companies were worried,, existing a series of problems such as unreasonable product structure, serious competition of homogenization, uneven quality, outdated marketing model.. Because I am familiar with the Liangshan Lantian chemical co., LTD, which is representative in numerous medium and small sized coating companies, existing the same problems as the above. I choose this topic to study not only for helping the Liangshan Lantian chemical co., LTD to design a suitable marketing mix strategy, making it as soon as possible out of the plight, but also providing development suggestions for numerous medium and small sized coating companies.The text first introduced the current situation and development trend of the domestic paint industry, described the course of development and the current situation of the Liangshan Lantian Chemical Co., LTD. And then analyzed the macro environment of the enterprise in which the political and legal environment, economic environment by using the modern marketing theory and business theory of competitive strategy.According to Porter’s Five Forces analysis of the model, the enterprise of competition in the industry environment was studied and analyzed. Using the SWOT model, analyzed the micro environment and found that the company was not clear about marketing positioning, unreasonable product structure, marketing channel model was outdated. And found out the direction of future development, which focused on enterprise’s resources to develop advantage products, to position targeting market, to set up a marketing model to adapt to the modern market environment, to formulate marketing strategy which adapts to the development of the company. According to the market segmentation and targeting market positioning theory method to determine the targeting market of the enterprise, that is the trailer coating market, enterprise market localization is focused on the production of trailers coating, to provide more value to customers to become a professional paint company. Finally made the marketing mix strategy of the company, that is strategically taking niche market strategy, focusing on advantage resources of the company to do targeting market and key regional markets; on the tactic, mining products in depth and width, with cognitive pricing method, not making price war, taking the channel of flat and B2B direct pattern combining channel strategy, finally pushing and pulling combining the integration of promotion, designed a set of marketing combination strategy for Liangshan Lantian Chemical Co., LTDThrough the marketing strategy research of the Liangshan Lantian Chemical Co., LTD, the text come to such a basic conclusion:in today’s fierce market competition and poor living environment, medium and small sized coating companies have to foster strengths and avoid weaknesses, dedicated to a suitable fractionize market, focus on their energy and resources to the target market products, find their positions, so that they can defuse the crisis, go on the normal development of the road. The text made a new discussion on the channel model of the coating companies, designed the combination channel strategy including the channel of flat and B2B direct model. I hope that the results of the text’s research can help medium and small sized coating companies to deal with the industry crisis, enhancing the level of marketing.