Network Marketing Planning Of Jadypaint In Zhanchen Coatings Group Co.Ltd

Civilian decoration coatings,belonging to the building materials industry,are goods consumed in low frequency.They are closely related to the development of real estate industry.China's E-commerce has seen a rapid development from 2000 to 2010.But few brands in coating industry had been involved in E-marketing.From 2011,the international top brands began to set plan for E-marketing.More than 4 years later,more and more coatings brands pay attention to E-marketing and plan for E-marketing.Especially from 2013,the rise up of mobile internet represented by various App such as WEIXIN,greatly expanded the angle of E-marketing,which makes E-marketing of coatings brands enter a new field.This article takes Jadypaint as the object of study.Using marketing theory,PEST analysis,we try to determine the direction of the E-marketing planning of Jadypaint by analyzing the main external environment factors that would influence the business: political,economic,social and technological impact.Adopting STP analysis,we try to find out accurate positioning of Jad ypaint in E-marketing through segmentation of target audience and selection of the segment markets and opportunities.Using SWOT,we analyzes the Jadypaint's advantages,weaknesses,opportunities and threats faced.We also reorganize the human,finance,ma terials resources of Jadypaint projects and find out the bottleneck of Jadypaint development.Thereafter,we study the proper measures to be used in E-marketing,setting the budget,human resource and system layout in implementation of Jadypaint 's E-marketing.Through this study,we aim to develop a set of industry-leading,practical and workable E-marketing plan for Jadypaint.This paper can bring reference to the E-marketing planing and performance of similar enterprises in the building materials industry and be an inspiration to the E-marketing of coating industry.