Study On Marketing Strategy Of Dalian Zebon Corporation

Dalian Zebon Fluorocarbon Paint Stock Co., Ltd as a main national new-tech enterprise, is the biggest paint supplier in China, one main product, "Zebon Fluorocarbon Paint" takes up more than 80% market share, and becomes to the first brand and biggest name in Chinese paint industry as well.Along with changes of interior and exterior environment, Zebon is now facing some marketing issue, like long distance logistic, decline in profitability, etc., therefore it is essential to redefine its own strengths and weaknesses, opportunities and threats, while establish relative marketing strategy for expanding share of the target market, so that it ensures to achieve the lasting competitive strength and develop rapidly.On the basis of modern marketing theories and starting from the company's situation, this thesis analyzes scientifically and systemically and discusses present exterior and interior environment by using relative theories and methods, i.e. environment analysis, strategy management and organization behavior, and exactly evaluate market opportunities and threats, strengths and weaknesses in company. Guided by market orientation, the thesis divides the market segment overall, settles down the basic Fluorocarbon Paint market and fixes the company as a specialization firm. Finally, the thesis puts forward the marketing strategy, hopefully it may be useful for promotion the whole marketing work significantly of Dalian Zebon Co..