Studies On Project Marketing Mode Of Hempel Company

Since the end of 1980's, with the rapid economic development drive, our industrial heavy anti-corrosion coating and application enter high-speed growth period. It has become the fastest development, the earliest gear to international practice and the largest market share of industrial coatings. With the impact of the international economic crisis, most foreign coatings companies expect to make the biggest profits on Chinese market. On the other hand, many domestic coatings businesses have become enough strong to compete with international coatings giants as their technology continue to progress. All make the domestic industrial coatings market competition intensifying day by day.From the traditional marketing theories, the paper analyzes in detail the relationship marketing theories, the key customer marketing theory, the project marketing theories which used in actual practice by Hempel Coatings Company. Combined with the precise marketing theories, the author presents the thoughts of fine project market theories under the condition of weak growth of performance. That is, during the actual engineering project marketing, breaking down the whole project to many subprojects which using project marketing method separately, carrying out all-around, stereo type" point to point" sales model on every stakeholders. This new marketing mode has tested by practice and provided Hempel company for decision-making and actual work flow reference.