Industrial Coatings Marketing Strategy Research Of M Company

After years of rapid development,the total output of paint in China reached 18,997,800 tons in 2016,China has become a major producer and application of paint.In this 10 million tons of paint sales,foreign paint giant companies accounted for nearly 45%,and almost monopolized the high-end products market,especially in the field of industrial coatings,it is so difficult for domestic enterprises to compete.In recent years,the world's paint giants everywhere in China expansion enclosure,the domestic local paint companies are being squeezed,industry giants have begun to appear,and began to have the right to define the direction of industrial development and competition threshold.Coupled with raw materials,logistics prices,environmental pressures and other reasons for profit margins continue to be compressed,domestic paint companies have been struggling.As a member of the domestic industrial coatings industry,M company is also difficult to break into the dilemma of sales in the past five years.The domestic large enterprises are becoming bigger and stronger,strive to establish their own territory and market position,and try to get out of their own characteristics,improve their competitiveness.How to find out the way of enterprise development by solving their own problems,how to quickly break the bottleneck,how to survive and develop in the complex and competitive industrial coatings market in recent years is an urgent problem for M company.This paper makes a detailed analysis on the hot market of industrial coatings,find out the market competition situation of each hot market,and forecast the prospect of each market,identify the M company should focus in the direction of the market.From the point of view of value marketing,this paper tries to find out the problems of enterprises from the angle of improving customer value,and analyzes the value driving factors of industrial coatings market.Based on the current situation of M company,the value drivers are adjusted.This paper also puts forward some suggestions on the improvement of human resources and quality assurance for the enterprise.This paper is divided into six parts,the first part describes the background,introduces the difficulties and the status quo faced by the company,puts forward some methods and ideas and the framework of the research.The second chapter analyzes the research status of market marketing,analyzes the customer value theory,the theory of value marketing,and illustrates the value of marketing situation of typical enterprises.The third chapter is the analysis of industrial coatings market,this chapter analyzes the industrial coating type,technology development trend,industrial coatings market capacity and the supplier status of industrial coatings.The fourth part is s marketing strategy optimization based on customer value of M company at present,the company's strengths and weaknesses such as marketing problems and the issue of value marketing.This part analyzes the problems of the exploration,creation and delivery of the customer value in the industrial paint Market;the fifth part is to promote the protection of human resources and the quality assurance of the value of marketing.The sixth part is the conclusion and prospect.