The Research Of Letong’s Decorative Ink Market Strategy

Coating and ink industry is faced with the fierce competition than ever before in the economic globalization and the internationalization. In the enterprise competition, the formation of the precision of the marketing of the enterprise is of positive significance. Ink business marketing research in practice can promote corporate brand visibility and reputation of the moulded, promote enterprises in the course of business can enhance the competitiveness of enterprises, in theory can be to the enterprise marketing theory to form a rich.This paper studies design decoration ink marketing strategy through the marketing strategy analysis of the status quo, comparing the main competitors marketing strategy, combining with the effects of other factors related to the strategy of design, on the basis of economy, controllability and adaptability marketing strategy design standard. This paper utilizes the empirical research method of combining theory and case, using the SWOT analysis to identify the advantages and disadvantages of Letong company. Besides, it find out the accurate market positioning through market segmentation to develop marketing strategies and put forward the design scheme of decoration ink marketing channel system.This would realize the efficiency and the benefit of higher marketing aim, to obtain higher margins and market share, and ultimately enable businesses to obtain the advantage position in the fierce competition in the market.In this thesis, we study strategy of Letong company’s decoration ink marketing in order to provide theoretical and practical reference for the domestic paint and ink industry and enterprise to make our country coating ink enterprises improve profit margins and market share in the increasingly fierce domestic and international competition environment. In the process of the research, we can form the active and comprehensive construction process in the ink product marketing theory.