A Study About Marketing Strategies Of Domestic Paint Additive

With the development of technology and the improving of life quality, the need for paint is increasing both in quantity and in quality. So people have paid more attention to the research, production and application of paint additive. The paint additives have many functions such as improving the production process condition of paint, the quality of it and giving it special functions. Therefore it has become an indispensable part of paint products.Although the additives produced at home do not have advantages in the market, the demand of market diversity and the sensibility of price will give chance to additives produced at home. And now many additive technical workers are improving their professional skills and theory gradually, so the additive produced at home can take the place of export products completely in application.Based on the theory and method of marketing, this paper analyzes the market of domestic paint additives, and from the point of market share analyzing the situation of competing between internal and external companies. This paper takes SXY Additives Company as researching case, analyzing its marketing situation and using the method of SWOT analyzing its marketing opportunities and challenges which are facing. According to the analysis, the thesis presents the reasonable marketing target and strategy and puts forward specific measures and plans to carry out the marketing strategy.The thesis not only has its application value for SXY Company’s domestic market development, but also has its reference value for other additives company’s marketing strategy.