Study On Marketing Strategy Optimization Of Inorganic Functional Coatings Of JK Company

As the adjustment of national economic policy,and the change of consumer attitudes,the paint industry has been produced corresponding structural adjustment.In the situation of increasingly serious homogenization of home decoration paint products,inorganic functional coating has became the new pet on the home outfit coating market by using itself rich functional capacity.But even so,in the face of fierce market competition,relevant enterprises still could’t grow without a systematic product marketing strategy.Inorganic functional coatings have become the most potential coatings products depending on their special properties.However,the design of the product marketing strategy system is an indispensable part of how to survive and grow in the fiercely competitive market.At present,there are a series of practical management problems in JK company.The reason is that the marketing strategy adopted at the present stage is not suitable for the company’s management practices.JK company needs to optimize the current marketing strategy on the basis of a deeper and more comprehensive understanding of internal and external conditions to overcome the current marketing dilemma.This paper takes JK company as the basic case.Based on the case of JK company,this paper combs out the marketing status of the company through literature research,questionnaire survey,case study and other research methods.And then found out the company’s current operating process problems,such as: Broad market positioning,Lack of market segmentation,Single product,There is no perfect product line,Priced higher than mainstream products,The development of entity channels is limited,Slowing sales growth,Promotion methods are old fashioned.Then,the paper analyzes the causes of the problems and USES relevant theoretical tools to analyze the environment of the enterprise.Combined with STP theory and "4P+4C" combination marketing theory,a series of specific marketing strategy optimization ideas are put forward from the aspects of market positioning,product,price,channel and promotion marketing,such as: Change the market positioning of avoiding the strong,divide the market segments and reposition the product market;Optimize the single product strategy oriented by enterprise into the product strategy centered on consumer demand;Market-dependent pricing strategy optimization is a cost-oriented pricing strategy.The optimization of traditional dealer sales channel strategy is a channel strategy aiming at the convenience of consumers.The promotion strategy optimization based on push promotion is the promotion strategy aiming at achieving effective communication;Make full use of the network platform to develop reasonable soft marketing and integrated marketing strategy.Finally,in order to guarantee the implementation of the optimization scheme,this paper also puts forward the implementation safeguard measures.It is hoped that the research in this paper can be targeted to solve the specific problems in the marketing of JK Company,so as to provide some help for the future development of enterprises and provide some reference for other companies in the paint industry when making marketing strategies.