Research On The Improvement Of Marketing Channel Strategy Of PRIME Automotive Refinish Paint

PRIME automotive refinish paint as a brand of economy owned by AkzoNobelis mainly responsible for the group of small center market development., its existingmarketing strategy has been unable to support the brand in the Chinese market,sustained, rapid and healthy the face of continued growth in size of the industry,competitors increasingly powerful reality, it can be said for Prime brand opportunitiesand challenges, Prime brand succeed in the Chinese market has great development forChina must develop a marketing environment, able to adapt to Chinese consumersdiversification, market demand for personalized marketing strategyBased on the Prime automotive refinish paint to explore the marketingenvironment and the status of its own marketing channels found deficiencies ownchannels, in terms of resources and capabilities by comparing competitors andidentify a set of market solutions, including the marketing channels of reconstruction,in order to increase the storage service provider market in the sandwich layer ofcustomers, Increase the sales team of technical service and training personnel andother measures, the above measures aim is to enhance customer purchase,convenience use PRIME products. Through the increase of the dealer channels suchas customer support, so that the interests distribution more reasonable, so as to solvethe conflict of channel; through the improvement of the channel promotion plan,increase the micro marketing to increase and consumer direct communicationchannels, so as to enrich the company’s marketing mode; by enhancing the brandconstruction, increase advertising and brand promotion investment expected toestablish a good brand image in the minds of consumers in the terminal, so as to enhance the promotion means that the driving force, push and pull together for theproduct promotion service strategy.Through a series of safeguards designed to ensure the channel strategy canimprove landing, such as to increase the sales and marketing department of theallocation of resources, so that front-line staff to take decisive measures against theever-changing market, by improving the work of the marketing department to expandvariety of marketing activities to establish the brand in the minds of customers Primegood image optimization through diverse channels to serve different types ofcustomers and the development of good sales incentives for sales team moremotivated into daily sales work the.In a word, based on research Prime automotive refinish paint marketing strategy,increasing the refinish industry to explore the theory and practice, not only provides awealth of practical solutions for refinishing industry marketing practices but also toother areas of the automotive industry.