Resources Marketing Strategy Research About Key Accounts On Decorative Coatings In Projects Market

Decorative coatings industry is the field of traditional building materials industry, is divided into the two markets, one is projects market, another one is retail market. Urbanization in China's development has brought great decorative coatings market space, particularly the rapid development of real estate industry, has greatly enhanced the project market demand for decorative coatings. And as the real estate industry to speed up the process, the concentration ratio of real estate companies is higher, the key accounts'purchasing ratio of decorative coatings is increasing.The marketing of decorative coating is facing two major challenges, one hand from customers, for the decorative coatings industry, the key accounts is one of new types of customers. There are no former marketing strategies and models to follow. And key accounts are developing business across-regional by operating professionally, the abilities of partners to supply solution are needed higher and higher.It is more important to set marketing strategies from a strategic level.On the other hand, the challenge is to come from the coatings industry, the world's coatings industry is on-going a large-scale restructuring, industrial distribution and market structure adjustment will be re-established. Being one type of main resources, key accounts are more important marketing objectives that are paid attention by competitors. Due to lack of systems research and analysis to customer demand, lack of long-term marketing strategy planning, decorative coatings market is in disorder. How to improve competitive advantage through differentiation? It is quite important to the decorative coatings industry.Begin from the study marketing environment of decorative coatings industry, including the history of the coating industry, current status, characteristics and trends. There are detail analysis about the characteristics of the real estate industry and key accounts base. Learn decorative coatings industry by SWOT.The market position about key accounts in decorative coatings is proposed.Use of resource-based theory, competitive advantage theory, resource marketing theory, customer equity theory, customer relationship life cycle theory, This thesis integrate the value of the resources of key accounts, and then study marketing resources of decorative coatings companies, to focus on the three core marketing resources:brand resources, relationship resources, technical resources. On this basis, the combination of the resources of both decorative coatings companies and key accounts, made a variety of resources marketing strategy. The marketing research for decorative coatings is absent in current, and most of the existing studies depend on 4P marketing theory. Research about key accounts on decorative coatings in Projects Market is almost empty. This thesis connects resources marketing theory with practice in decorative coatings market, and answer a range of questions. How to understand the resources value in the decorative coatings market, how to understand real estate resource type and value of customers, how to make full use of additional external resources to increase the ability to create value for key accounts, how to develop resources and create a unique marketing competitive advantage, It is a useful exploration of innovative research. Particularly, it is a times of resource integration in the decorative coatings industry, this research give us valuable reference and guidance.