PPG Master’s Mark Paint Product Marketing Model Optimization Research

Since the 21 st century, chinese paint industry has gradually entered the high speed development stage. While China is building a moderately prosperous society to the next stage of building a moderately prosperous society, the growing demand of architectural coatings market, the huge potential of the Chinese market has also become more and more foreign enterprises paint the focus of competition. Meanwhile, the application of paint in expanding the level of consumption of paint has become an important indicator of a country’s level of economic development.Under this background, this paper PPG master paint as case studies, through a combination of theory and practice of modern marketing, the company’s operations, to paint giant PPG architectural coatings company’s master brand paint analysis and study in China marketing channels to help companies looking for some development in the Chinese market share reference optimization program recommendations.In this paper, first of all, the paint industry background at home and abroad were reviewed and simple description and interpretation. The development course of PPG industries in China are introduced and its three development stages of marketing channel strategy: market entry stage, expansion stage, brand promotion stage; Second, detailed introduces of the PPG company in China’s four major marketing channel: retail stores, wholesale channels, product application center channels, stores, and decorate a company to the present situation of the channel, and then through the analysis of macro and micro environment, mainly Chinese coating industry and consumer behavior analysis, SWOT analysis of the advantages and disadvantages of PPG master paint are summarized; Find out the main problems of PPG master paint company in China marketing channel strategy and suggest improvements in the program. Finally, the change of marketing channel strategy PPG in China are put forward on the development of the national coatings industry.This paper identified the PPG master paint the current marketing channel strategy by the problems in the theory and practice methods and comparative analysis: stores increased costs, falling profits agents; wholesale prices are not unified, market disorder; Application Center can not play it services, products agent status is not clear; the proportion of low-end products store sales; decoration company channel no clear channel strategy. To solve these problems is proposed channel strategy is consistent with the core competitiveness, strengthen channel construction and other recommendations through mergers and acquisitions.