Research On The Marketing Strategy Of Nippon Engineered Paint

With the development of the national economy and people's living standards,Paint consumption level has become an important symbol of a country's level of economic development.As the world's largest paint producer and consumer, China coatings market presents tremendous space for development. And Product ratio paint used on the construction market showed an increasing trend. Therefore, coatings products' marketing strategy in engineering market has become an important part of the industry.Based on the theory of Marketing theory, Nippon engineered paint as the main research subject, combined with the author's knowledge learned from MBA study and personal industrial expertise, did a deep level analysis for Marketing Situation to diagnose the problem and root cause of current situation. Through questionnaire survey, we did some data analysis for understanding of all aspects of the paint's customer needs. As the same time, we have some comparison analysis of Dulux and SKK. Then we put forward some marketing promotion strategy for Nippon in order to enhance the competitiveness of Nippon paint in the Engineering market in the shortest time.