SP Company Paste Products Marketing Strategy Study

China is the world's largest consumer and producer of coatings. In the nearly twenty years, Chinese coatings enterprises have been greatly developed in scale and quantity. The vast majority of the world famous enterprises have set up factories in China. Color paste is one of the major raw materials for paint palette. Therefore, the color industry competition is becoming increasingly fierce with the demands increasing; the industry enterprises are facing a great challenge.This paper uses relevant marketing theories and methods, taking SP company as a case, analyzed coating industry competition environment, evaluates the enterprise interior resources and ability, combines STP and 11 PS marketing theory, proposes SP Corporation's marketing strategy in China, and expounds the strategy measures and plans.In this paper, the case of enterprise product marketing will have practical guiding significance; at the same time the same industry marketing strategy formulation have reference value for enterprises.