Research On Marketing Strategy Of Waterborne Wood Lacquer Emulsion In BH Company

With the rapid development of Green industry,all of the world attach great importance to the green environmental protection.Therefore,water-borne wood paint will substitute for oily wood lacquer in the wood coating aspect,especially furniture aspect.The so called water-borne wood paint refers to a kind of water-based paint used on wood products.Our country wood lacquer is applied in two areas,one is for furniture factory,the other is for interior decorating.According to the different use of wood products,it can be divided into wooden furniture,interior decoration,wood floors,wooden toys,pencil paint,outdoor wood products and so on...The main component of wood paint is water-borne wood lacquer emulsion,which determines the basic performance of it.The common types of water-borne wood lacquer emulsion include acrylic emulsion,polyamine ester emulsion and polyamine ester modified acrylic emulsion,etc.The development of these products determines the development and development direction of wood products,wood lacquer waterborne and green environmental protection..This paper studies the marketing strategy of water based wood lacquer emulsion of BH company by literature research and investigation.Firstly,literature search was carried out based on keywords such as "waterborne wood lacquer" and "marketing strategy" by using literature research method to sort out the current research situation related to "waterborne wood lacquer emulsion" at home and abroad.Secondly,describe the marketing status of BH company and waterborne wood emulsion,analyze the marketing environment of waterborne wood paint emulsion,and then analyze the cause of the marketing problems of waterborne wood paint emulsion according to the marketing environment of waterborne wood paint emulsion project and combine with the interviews with dealers and customers.Finally,based on the above analysis,the optimization Suggestions of product STP and marketing mix strategy are proposed,and the research conclusions are drawn.In this paper,the study found that water-borne wood coatings industry is in policy,economy,society,technology has many favorable factors,such as environmental policies,laws and regulations,VOC emissions of hard and fast rules,the stability of the economy,social demand for water security environmental protection product,and help the progress of science and technology of waterborne wood paint construction,etc.,all let waterborne wood coatings have the very big space to be expected.Through the industry competition analysis and market demand analysis,found that the waterborne wood coatings is a product of a market is growing,demand is rising,waterborne wood coatings and BH company product has a certain competitive advantage,through interviews with customers and dealers,found the cause of problem is the product innovation and differentiation is not obvious,to improve after-sales service,product branding is not strong enough;Pricing lags;Single marketing channel and lack of effective management of agents,insufficient impetus of marketing channel;Less and less promotional activities;To solve these problems,this paper puts forward the expanding the product portfolio,strengthen product innovation,the formation of product differentiation,improve the quality of after-sales service,improve the service differentiation strategy,strengthening brand management,improve the brand influence,the implementation of ladder pricing strategy,broaden the marketing channels,channels to integrate and optimize the agent management and establish systematic promotion strategies and other necessary targeted recommendations.