Research Of Market Strategy For Water Paint Of Lanzhou Ketian

In this paper,the industry environment of water paint industry was analyzed in detail from three levels of market situation,brand competition and industry development trends.Secondly,taking Lanzhou Ketian as the main research subject,the existing problems of the company’s water paint market situation and marketing strategies were sorted out.Comprehensive analysis of Lanzhou Ketian water paint from macro environment and micro environment via PEST analysis and SWOT analysis tools,and then got a comprehensive evaluation of the advantages and disadvantages of Lanzhou Ketian water paint.Thirdly,combining the defects of Lanzhou Ketian water paint marketing strategy,the article made a comprehensive analysis from market segmentation,target market selection and market positioning of waterborne paint by using STP theory.From two dimensions of 4P theory of enterprise product perspective analysis and the 4C theory of comprehensive analysis focusing on consumers,made customer corresponds to products,costs corresponds to prices,convenience corresponds to place,communication corresponds to promotion.According to 4P and 4C combined marketing theory,proposed an optimization scheme,which has the characteristics of consumer demand-oriented product strategy,perceived cost-oriented pricing strategy,purchasing convenience-oriented channel strategy,communication-oriented promotion strategy and integrated marketing-oriented network marketing strategy.It also formulated a series of implementation safeguard mechanisms and measures for marketing strategy from optimizing marketing channels,building customer management systems and improving after-sales service system.Finally,the future market development trend of water paint industry was forecasted.This paper follows the research ideas of proposing problems,analyzing the problems and finally solving the problems,the marketing strategies of Lanzhou Ketian water paint were elaborated,which has a strong practical significance for helping Lanzhou Ketian to improve the competitiveness of waterborne coatings market.Meanwhile,the manuscript was accomplished through taking Lanzhou Ketian water paint as the research object,according to relevant marketing theories,combined with market research and my sales management work experience.Therefore,the results have certain reference significance for water-based paint enterprises to optimize marketing strategies.