Research On Marketing Strategy Of Shanghai Huili Paint Co.,ltd

There are fierce market competition in the coating trade, in order to achieve success and establish in an unassailable position in the competition, Shanghai Huili Paint Limited Corporation propose a series feasible competitive strategy scheme based on the further investigation. And marketing management research looks at the key point of every work.The paper introduces Huili company, carries out market competitive analysis for Huili Company. With the use of five competition forces of Porter model and SWOT matrix, it makes out inferior position and the advantage of the market competition of Huili Company, as well as the challenge and opportunity. It makes STP analysis partially for the paint market of Huili Company, including the market segment, the choice and location of target market. On this foundation, the author speaks out the marketing strategy, such as brand tactics, marketing channel tactics, price tactics and sales promotion tactics and so on.The major contribution of this paper lies in: by systematically utilizing the knowledge of marketing management and enterprise strategy management, carrying out detailed analysis and research for marketing strategy and the marketing tactics of Shanghai Huili Paint Limited Corporation, aiming at making some own suggestions to strengthening company' s sale work to promote the marketing competition ability of the company, and hoping those suggestions can take some effect on the development for Huili Company, at the same time it plays part of certain reference for other building paint enterprises of our country.