Study On Marketing Strategy For Liaoning Northern Market Of Nippon Paint Co., Ltd. China

China Coating Industry after10years of rapid development, has made tremendous achievements, China’s production of coatings in place of Japan as the world’s second largest paint producer. Paint industry, mode of competition after another, promote strategic innovation continue to promote the industry as a whole forward. As the world’s leading paint manufacturer Akzo Nobel, PPG, DuPont and brand in China, the two major advantages of holding capital, mergers and acquisitions in the industry to carry out the local plant. Second-tier brands such as Li Ka-po, China Resources, three trees were also on price, the channel’s edge to meet the trend direction. Consumer spending increased at the same time rational and increasingly fierce market competition, the more need to size up the situation of domestic paint company to fully think the external environmental factors and the situation of the enterprises themselves, to develop marketing strategies for the development of enterprises so that enterprises in the future competition in the market become even more competitive advantage.In this paper, to study the Nippon Paint Co., Ltd. Liaoning, North China Sales Department of the marketing strategy as its main content. Paper using the modern marketing theory, using a market research method, documentation, access to law research methods, combined with the characteristics of the domestic paint industry market and future trends. Nippon Paint First analysis of resource conditions in northern Liaoning market, marketing conditions, the enterprise’s internal strengths, weaknesses and other conditions; and then analyzes the macroeconomic environment and industry competition, conditions, business opportunities and threats; Finally, according to the conclusions SWOT method, and According to the marketing of the STP and the4P’s theory of antagonistic states in northern Liaoning product sales strategy, pricing strategy, channel strategy, marketing strategy, brand strategy design, by integrating Nippon marketing resources to play a "legislative state" of the brand, to achieve improve the market rate, the ultimate goal of customer satisfaction.