| In recent years,with the coordinated promotion of China’s urbanization,Beijing-Tianjin-Hebei integration,supply-side reform,the Belt and Road and other policies,China’s national economic construction investment scale ranks the first in the world,and has become the world’s largest paint production and consumer.In October2021,The General Office of the State Council issued the Opinions of the CPC Central Committee and The State Council on Fully,Accurately and Comprehensively Implementing the new Development Concepts to achieve carbon Peak and carbon neutrality,which proposed the goals of 2025,2030 and 2060 to complete the comprehensive establishment of a green,low-carbon and circular development economic system and a clean,low-carbon,safe and efficient energy system.In 2020,under the great impact of the outbreak of the novel coronavirus,China’s paint industry took the lead in getting out of the market haze.The annual total revenue and profit of the main business increased significantly,but the leading enterprises in the paint market are still mainly foreign-funded and the competition is relatively stable.Among the top ten enterprises in China,9 are foreign-funded brands.The introduction of environmental protection policy brings challenges to YQ Company,but also brings opportunities to YQ Company which has environmentally friendly industrial coatings.With the increasingly strict environmental protection policies,the market demand for environmental protection and energy saving coatings will continue to grow,the industrial coating industry continues to accelerate technological change,adjust the structure of coating products,to water-based coatings,high solid coatings and other environmentally friendly products.Taking YQ Company as the object,this paper studies its marketing strategy by using literature survey method,case analysis method,competitive five forces analysis method,SWOT analysis method,target market strategy theory(STP)and marketing mix strategy theory(7P).First of all,the macro and micro marketing environment of YQ company is analyzed,and the advantages,disadvantages,opportunities and threats are determined.Then,by analyzing the current marketing strategy of YQ Company,it is found that there are some problems,such as unstable product quality,high price of some products,incomplete and clear sales channel layout,limited promotion means and strength,insufficient marketing experience of sales personnel,lack of online promotion and industry supporting materials,unreasonable distribution of technical service personnel,etc.,and corresponding improvement countermeasures are proposed.For example,define the market positioning of YQ coating and stabilize product quality,improve the value of coating products,formulate distributor process and layout planning,enhance and refine promotion methods,enhance professional ability of personnel,increase online publicity and optimize the existing supporting materials,and cultivate multi-skill technical talents.Finally,from the aspects of talent,technology and culture,it puts forward the guarantee measures to implement the marketing strategy.This paper analyzes and studies the typical marketing cases of small new enterprises in the domestic industrial coating industry.From the perspective of enterprise development,combining theory with practice,it puts forward the operable improvement plan of marketing strategy for YQ company,helps YQ company to build its own characteristics in the fierce market competition,and seeks the road of development conducive to YQ company.It is also hoped that through this study,the experience and strategies worth promoting can be obtained to help the healthy and orderly development of domestic industrial coating enterprises. |
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