ABSTRACT
Along with China entering world market and developing of world economy,more
and more foreign enterprise enter into China. Face to the market in the complex
environment, China coatings company are meeting menace that it has not meet it ,and
the serious deficiency existed in strategic marketing has already become an important
factor of restricting development of China coatings enterprise.
At first,my paper has induced and reorganized strategic marketing theory, then
basing on situation of domestic and foreign construction coating market, using the
PEST to analysis the construction coating enterprise's macroscopic environment,and
pointing out exists main questions in the construction coating marketing.Basing on this
foundation, the author take the Akzo Nobel company as an example, utilized five
strength modeling and SWOT analysis it’s competition environment and competition
situation s(i.e. marketing environment) separately, so established company's S T P
(segmentation,target seach, market positioning); Then in view of the goal market,
unified own actual situation,Akzo Nobel form corresponding 4P's strategy (product,
price, place and promotion strategy).I have studied its unique merger and acquisition
strategy either, and made a research for it’s company society responsibility (CSR)
strategy along with strategic marketing. Finally,I draw a conclusion :it’s necessarily and
ealizable applying strategy marketing in the domestic construction coating enterprise,
and put forward own proposals that it’s need to focus on in using strategic marketing.
Around the course and the content of the strategic marketing, with the strategic
marketing theory as guide, regard analyzing environment as the starting point and the
central issue of how raise the competitive power of enterprise.And combine the author
architectural coatings marketing experience to the new marketing mode; I have carried
on the deep investigations.Adopted empirical analysis and theory inquiring method, I
studied feasibility and serviceability of strategic marketing using in the domestic
construction coating enterprise,and it has realizable when domestic construction coating
enterprise adjusting marketing idea and adopting strategic marketing.
Key word: architectural coatings, marketing, marketing strategic