Marketing: four strategies and management strategies of Chinese Coatings

Core tip: some domestic paint enterprises with large scale and strong strength have shown some explosive power in development In the field of architectural paint, no matter wall paint or wood paint, new products are constantly available In addition, enterprises continue to increase the construction of marketing outlets, and begin to pay attention to brand building, and the research on end consumers also mentioned a more important position In the competition with brands such as Nippon and Dulux, the advantages of domestic paint brands have gradually emerged However, according to the current situation, the strong position of the domestic paint market is still occupied by transnational brands, plus masters, Jotun and Laiwei Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: some domestic paint enterprises with relatively strong scale and strength have shown some explosive power in development In the field of architectural paint, whether wall paint or wood paint, there are new products constantly coming out In addition, enterprises continue to increase the construction of marketing outlets, and begin to pay attention to brand building, and the research on end consumers also mentioned a more important position In the competition with brands such as Nippon and Dulux, the advantages of domestic paint brands have gradually emerged However, according to the current situation, the strong position of the domestic paint market is still occupied by transnational brands In addition, with the increasing investment of masters, Jotun, Laiwei and other brands in China, it is expected that there will be a more fierce competition At the same time, the domestic paint brands also bear the responsibility of going abroad, participating in the global competition and winning the overseas market In this journey, Deng chaoming believes that the domestic paint enterprises need to boldly and openly rely on the external wisdom, like the household appliances, PC and other industries, especially the senior think tanks in the four fields of strategic planning, technology research and development, marketing and capital operation 1、 Strategy and management think tank The enterprise strategy can be divided into three levels: company strategy, business strategy or competition strategy and function strategy At the level of company strategy, the paint enterprises that have developed to a certain stage need to further clarify the development route in the next few years, such as the business areas that enterprises can compete in and how to allocate the resources that enterprises need for business operation; analyze the advantages and disadvantages and competitiveness of enterprises, and determine the development trend of the paint enterprises Enter or exit some markets and specific plans, and provide alternative development strategies and objectives; for business and competition, new products or services, research and development facilities, new business nature adjustment and management models (such as introduction of information technology, process reengineering, etc.) need to be developed according to the company's overall strategy, and implementation plans, supervision and control, and KPI key performance indicators should be used to ensure the implementation of the strategy In terms of functional strategy, it is mainly about the optimization within the coating enterprise, including how to better serve all levels of strategy, such as marketing, finance and production, so as to improve organizational efficiency Deng chaoming believes that some domestic coating enterprises are in such a stage that they need strategic and management think tanks The diagnosis, analysis and strategy formulation of these strategies and management urgently need special think tank teams to implement them Especially for the dozens of coating enterprises that have developed well in China, it is necessary to entrust special strategic advisory teams to focus on the enterprise core Special research and planning are carried out on key hot issues such as the improvement of core competitiveness, the direction and mode of business diversification, the direction and steps of international development, business process reengineering or optimization, corporate governance structure, group management mode and regional planning 2、 The functional application of paint for technology think tank has been quite subdivided Architectural coating, wood coating, industrial coating, anticorrosive coating, automobile and motorcycle coating and other various special coatings and functional coatings have their own special requirements in terms of technical requirements, such as environmental protection , health, color, easy construction, easy scrubbing and more than a dozen other technical performances will be improved to achieve better performance Generally speaking, each coating enterprise now has its own technical team or R & D base, and then it will introduce some research institutions or foreign well-known brand technologies, such as the coating technology research and development center jointly run by Kimberly and South China University of technology, which is dedicated to the research of waterborne coatings; Tianjin Lighthouse coating technology center, which is already a national enterprise technology center; the introduction has nearly 7 DuPont Teflon surface protection technology and so on Deng chaoming, chief partner and senior marketing consultant of Evonik marketing consulting agency, thinks that the strength of coating technology research and development needs to be further strengthened If the domestic coating enterprises can realize the 'rapid consumption of coatings' in the fields of architectural coatings, wood coatings, etc., it will play a considerable role in promoting the reform of domestic whole coating sales and the rise of national coating brands More importantly, solid advanced technology and excellent products are the basis of brand and marketing 3、 The competition intensity of marketing think tank coating industry is no less than that of any industry, and the attention to channels is no less than that of any industry, but the overall marketing level is far lower than that of FMCG, 3C products, home appliances and other industries Of course, there are no enterprises of scale and influence in the paint industry, such as Lenovo, Wahaha, Huiyuan, Haier, Hisense, etc Deng chaoming believes that at present, the paint brand is facing an important moment of marketing upgrading, not only in the channel construction and growth, but also in the brand construction, word-of-mouth training and other aspects, can not lag behind the transnational brand However, due to the different emphasis of human resources and work, the market, brand, channel, business and other departments of the enterprise are difficult to undertake such an important task independently, which needs the supplement of external thinking, so as to obtain more powerful power At the same time, Deng chaoming believes that at present, when paint enterprises use external marketing think tanks, they need to focus on the following problems: first, how to catch up with Nippon in terms of brand awareness and influence , duluxi and other brands; how to become a widely known public brand from a brand in an industry, and how to get out of the limitations of the industry; how to realize the intensification in the construction of marketing outlets, and how to form multiple key pillar products and market areas; how to catch up with some existing transnational brands on the basis of the above, and start to In the overseas market 4、 It is a good choice for the paint enterprises of capital think tank to step up, to achieve greater ideals and goals, and to achieve a public enterprise However, how to achieve such goals quickly and steadily requires a colorful performance in the aspects of financial control, merger and acquisition, financing, listing, etc Especially when the strength of the enterprise has accumulated to a certain extent, introduce professional strength to make up for the weak points of the enterprise development through M & A, improve the market layout and product line, and at the same time operate and list at the right time Deng chaoming believed that this work should also be necessary to do, especially for some domestic paint enterprises with good development, which can put capital operation on the strategic agenda The marketing of coatings industry products should break away from the misunderstanding of fast marketing theory The products of coatings enterprises should be enriched and the risks of single products should be reduced Similar information should be used for reference by coating enterprises Sam's club model After sales service of coatings should be maximized Consumers or "buy" and have deep feelings How can small and medium-sized coating enterprises make use of the Spring Festival holiday to consume? O2o or coating e-commerce is another pit The coatings industry integrates into the development of the Internet to promote the prosperity of the industry The coatings marketing: not all coating products are suitable for holiday marketing The experiential marketing mode ------ you price it The micro marketing opens the era of precision marketing The coatings enterprise culture focuses on the idea The eight strategies of the coatings enterprise network marketing are focusing on coatings, diatom mud, paint coatings, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,