成都祥与涂料磷化公司建筑涂料营销战略及策略研究.pdf

第五部分，营销策略实施后的进一步思考，这～部分主要是从加 强实施绿色营销的策略思考和面对WTO后应采取的策略对策这两个 方面来加以思考。 本文的主要贡献在于系统地运用营销管理学、管理学和企业战略 管理的知识，通过对祥和公司的营销战略及策略进行详细的分析和研 究，旨在加强公司的营销工作，增强公司的市场竞争力，提出了自己 的一些建议，并希望对公司的发展能有一定作用，同时对我国其他的 建筑涂料企业也起到一定的借鉴作用。 关键词：祥和公司建筑涂料营销战略营销策略 Abstract In the recent years，building industry has been the pillar industry of national economy；building paint in proportion to paint has been going up increasingly．It is observed that building paint industry in our country ．is facing with good opportunity． At first，market demand has been going up，because urbanization has given a huge chance to building paint，especially,with the rapid development of house construction，the generalization and application of building paint has been greatly。stimulated by the pursuance for comfortable living environment．In the next place，the development of building paint already and would receive the vigorously sustain by all levels government from center to locality．In the recent years，the policy and rule of generalizing building paint construct good exterior environment for building paint industry． Xiang He Coating and Plating Share Limited Company is an enterprise which products and sales mainly plating products and other products of metal surface．With the development of the company after about ten and two years，the company has been a big group enterprise． Being confronted with good exterior environment for our building paint industry,how the company shows its’new building paint in market and occupies market rapidly,SO the marketing stratagem and policy has been becoming more and more important．On the base of analyzing self and competition environment，handling basic theory and method of stratagem supervision and distribution management，the paper put forward own viewpoint about firm how to cope with change and establish appropriate distribution stratagem and policy． The paper involves five parts： Part I：This part introduces Xiang He Company briefly． Part II：This part carries out market competitive analysis for