Research On CR Coatings Differentiated Marketing

Michael Porter,"Father of competitive strategy", pointed out that enterprises should pursue either cost leadership or differentiation strategy in order to survive in the competitive market. It is the differences of products that bring market, thus could make them remain invincible in the competition. In the Chinese market, coating products are as one of the lifestyle elements which are enhanced by more and more consumers, however, many reasons, such as overcapacity, product homogeneity, as well as raw material price increase slowed the fast expansion momentum. The coming marketing must be the differentiated marketing.Working in the marketing department in China Recources Coatings Enterprises (CR) over the years, the writer was acutely aware of both the importance of market differentiation and the difficulty on the choice of differentiation strategy. Traditional methods of market segmentation played little role on the current differentiated marketing of coatings.Based on the theories of value chain and marketing value chain, this paper analyzed the enterprise of CR and built up the model of differentiated marketing value chain. The model was started from customer needs or customer value found, through value defined, value created, and value passed, and then sent products and services to customer. The difference between the model and the past marketing value chain is that it added in customer value transformation and then formed a closed cycle of value-added chain with the full participation of manufacturers, dealers, and customers.According to this model, firstly, the paper designed the questionnaire, conducted market research, and collected the market research data of CR coatings (Fujian area). Then, it set the accurate position of differentiated marketing for CR Coatings Enterprises (Fujian area) through customer value analysis. Finally, depended on the results of the above analysis, the paper carried out the strategic choice of differentiated marketing for CR Coatings (Fujian area).Aiming at the differentiated marketing of CR Coatings, the paper integrated value chain theory and the related marketing theory to build a differentiated marketing value chain model. By the design of the differentiated marketing strategy, it is very helpful for CR Coatings (Fujian) to improve market competitiveness. This has a strong practical significance in the marketing of coatings products. At the same time, the writer also hopes the paper could provide insights and suggestions to enterprises in the same industry or in similar areas when choosing differential marketing strategy.