Research Of The Pricing Strategy In The WELINS Constructing Paint

The Chinese building industry aroused the market of local constructing paint with the super-speed development of the real estate profession of quickly increase. The constructing paint that faces the giant market, opportunity and challenge is keep both, risk and pressure is existed simultaneously, appear competition vehemence that abroad brand, joint-venture brand with domestic brand keep tripod straight. The coating enterprise not only wants on the brand and the quantity, but also needs from the marketing management, management policy, talented person and service etc. to put forth effort, especially price decision facing market competition. Passing the analysis of the cost and price of the constructing paint, this text discusses with the coating enterprise how to determine price, particularly facing to change the competition environment and to join WTO, it should establish how to make the price policy to win on the market competition.The thesis emphasizes the general principle pricing of the coatingenterprise from the foundation theories of price policy-the MarxismValue Theory and the Equilibrium Price Theory, to the summary making innovations of price theory. On the basis of price theory, it is analyzed the environmental and competitive factor to influence the price decision of constructing paint that the enterprise face to join WTO, increasingly strict of the environmental protection laws, 2008 PekingOlympic game, and the development condition of the domestic and foreign constructing paint and competition situation with market etc. List price that WELINS product be used as the original package to import the brand, and there is its special in the local market. The thesis analyzes carefully the product cost and over-price mechanism of constructing paint, and establish the price analysis model of it for WELINS company determining the product and pr ice fixed position. This text takes the pricing positive analysis of the WELINS constructing paint for starting point, and its research aim to consequently want to establish the strategy of the competitive price discrimination including the over-price of the project market and the high-value price of the retail sales to suit for the constructing paint enterprise, especially for WELINS products. These result have the maneuverability, and can be provided as using for reference when the coating enterprise will face to price decision or price competition in domestic market, then increase the enterprise' s market share and profit margin, promoting development constructing the health and having the preface in domestic coating market.