Research Of The Nippon Paint Sales Mode

This article is a case analysis report, and actual unifies the method through the modern marketing theory, analyses the channel strategy of NIPPONPAINT (China) limited company in China's marketing.This article first carries on the simple description to the domestic and foreign coating profession background, introduced the NIPPONPAINT company in China's development course and the marketing channel strategy three development phase:The market enters the stage, the scale expansion stage, the brand promotion stage; Next introduced in detail at present sets up the NIPPONPAINT company in China's four main marketing channel:The chain retail sales channel, wholesales the channel,1687 product application situation, center channel, supermarket macroscopic and the and the decoration company channel present again microscopic environment analysis, mainly is the Chinese through coating profession analysis and the consumer behavioral has carried on the summary using the SWOT analytic method opposition NIPPONPAINT company's superior inferiority; Discovers at present to set up the nation company and proposes the improvement program in China's marketing channel strategy main question; Finally through will NIPPONPAINT company from now on to put forward the proposal in China's marketing channel strategy change to the national coating profession development.This article discovered through the apply theory to reality method and the contrast analytic method has set up the question which the NIPPONPAINT company in the marketing channel strategy exists at present:The exclusive agency cost increases, under business agent profit; The wholesale channel product price is not unified, market disorder; The application center is unable to display its service function completely, 1687 product business agent status is not clear about; supermarket upscale product sale proportion to be low; The decoration company channel has not been clear about the channel strategy. Proposed in view of these questions the channel strategy maintains consistently with the core competitive power, through suggestions and so on merger and acquisition enhancement channel construction.