The Research Of Marketing Strategy For Goldenfish Paint Group

The text deeply analyzed such influence factors as the environment and resourcesthat Goldenfish Group is present by modern marketing theory and enterprise strategicmanagement theory, in combination with international and domestic coating industrypresent situation and development trend. It established the company's target marketand defines the future marketing combination strategy through market segments andmarket demand forecast.The text has first introduced the world and Chinese coating industry presentsituation and developing trend, described the present situation of Goldenfish Group.Taking advantage of modern marketing theory and enterprise strategic managementtheory, the text analyzed such macroscopical environments as political and lawenvironment, economic environment, social environment, scientific and technicalenvironment that the method of PEST is in Goldenfish Group, also it adopt fivestrength model of potter to analyze and compare with the competitors, suppliers,distributors and potential competitors and substitutes. Adopt SWOT method,thetext made further analyses of the strength, weakness, opportunity and threat tothe company. On the base of the above, taking the example of architectural for marketsegments, the text set up the prediction model of China architectural coating by usingthe operation research theory, and predict the coating demand of the building for thenext four years, established goal market of enterprises.In the end, the text put forward the marketing combination strategy on price,product, place, promotion and the specific precaution on Goldenfish Groupmarketing policy and control.