Research On F Company’s Marketing Strategy

The rapid development of China’s economy promotes the development of automotive coatings industry.While enjoying this dividend,China’s automotive coatings enterprises are also facing fierce competition.With the deepening of market system reform in coating industry,the pressure of coating enterprises such as F Company is increasing.How to occupy a place in many coating companies and improve their core competitiveness is the main task facing F Company at present.Therefore,it is particularly important to make a reasonable marketing strategy and make clear the characteristics of enterprises.The research method of this thesis is based on literature research,analysis,induction and empirical analysis,taking marketing as the theoretical basis,and analyzing the macro-environment and micro-environment faced by F Company.Firstly,according to 4P marketing theory,an evaluation system is established from the perspectives of product,price,channel and promotion.Secondly,according to STP theory,the advantages of market segmentation,target market and market positioning are combined,the marketing strategy of F company is evaluated,and the company’s own situation is combined and reasonable suggestions are given.Then,using SWOT matrix analysis,F company should grasp the advantages of current enterprises,reduce disadvantages,improve the ability to face market risk fluctuations,and improve the marketing ability of enterprises.Finally,the optimized marketing strategy plan is formulated to stabilize the company’s long-term development,which provides feasibility for F company’s marketing strategy innovation and quickly helps the company achieve its strategic goals.The research significance of this thesis is that by analyzing the marketing strategy of F Company,it can not only put forward optimization suggestions to F Company,but also supplement the marketing theory of coating industry.In addition,this paper introduces the optimization scheme of F Company’s marketing strategy.It is of good reference value to help other coating companies adapt to the changes of market demand brought by the changes of the times,change marketing concepts and improve market competitiveness.At the same time,this is the innovation of this thesis.