Study On Marketing Strategy Formulation And Evaluation Method Of Small Coatings Enterprises In Dalian

The market of architectural coatings can be divided into engineering market and retail market.At present,the marketing advantages of domestic small and medium-sized coating enterprises in the retail market are obviously insufficient.Compared with the retail market,the engineering market customers are mainly enterprises,consumer demand is more diversified than retail customers,complex and diverse customer demand has become a difficult problem restricting the formulation of enterprise marketing strategy.Therefore,on the basis of fully combining the needs of consumers in Dalian engineering market,this paper formulates a set of feasible marketing strategies for small paint enterprises in line with the characteristics of the current market development.So that small paint enterprises can obtain a good competitive advantage in the engineering market.First of all,this paper takes the demand of consumers on exterior wall coatings in Dalian small paint enterprise engineering market as the research object,and takes 4P,4C marketing theory as the basis from the product demand,price demand,channel demand and promotion demand of consumers.Five dimensions of service demand are used for market research.A total of 91 valid questionnaires were collected by sending out questionnaires to construct the preliminary statistical scale of consumer demand,and the validity and reliability of the scale data were tested by SPSS20.0 statistical analysis software:Among them,the content validity of the scale was tested from two aspects of item level index(I-CVI)and scale level index(S-CVI),and the exploratory structural validity of the scale was tested by principal component analysis.Finally,the 5 dimensions of the preliminary scale,a total of 18 demand indicators are reduced to 14 demand indicators in 4 dimensions of product and service demand,price demand,channel demand and promotion demand.The internal reliability of the scale is tested by Cronbach α coefficient,and its reliability is good,and 11 marketing strategy indexes suitable for small paint enterprises are worked out.Then,the previous 11 specific marketing strategy indicators for quantitative processing.By using the analytic hierarchy process(AHP),the hierarchical analysis model of marketing strategy importance(target layer A),marketing strategy dimension(criterion layer B),marketing strategy index(criterion layer C)is constructed.Experts are invited to compare and score the indexes of each layer in the criterion layer.According to the scoring results and triangular fuzzy mathematics theory,the fuzzy judgment matrix of the target layer and the criterion layer is determined and the most likely value m in the fuzzy judgment matrix is taken for consistency test.According to the principle of fuzzy analytic hierarchy process(AHP),the comprehensive weight of the criterion layer relative to the target layer is calculated,and the evaluation level of marketing strategy of small paint enterprises is determined and divided.Finally,taking Dalian DJ paint Factory as an example,this paper evaluates the implementation effect of enterprise marketing strategy before and after the improvement of marketing strategy by using the constructed demand index and marketing strategy evaluation method.It is concluded that the evaluation grades before and after the improvement of enterprise marketing strategy are pass(D)and good(B),respectively,which verifies the scientific and practical marketing strategy formulation and evaluation method of small smear enterprises studied in this paper.