Coatings market analysis and brand strategy to take domestic paint (I).docVIP

 PAGE \* MERGEFORMAT 10 Coatings market analysis and brand strategy to take domestic paint (I) I would like to paint by the market environment analysis to determine our domestic paint brand marketing strategies. In recent years, paint industry has developed rapidly, consumption is growing, market new features and trends. China is the world’s largest consumer and the fourth largest paint coatings producer. Coatings market rate of 15% per annum on the rise. This year, two million tons of production coatings, the market value of 200 billion yuan. But the fact that paint is the ever-changing market situation, architectural coatings and construction markets, thriving in close touch with the automotive and industrial coatings, agricultural vehicles, machinery manufacturing, engineering, etc. have close contact with market demand, while the domestic market, such as the furniture market orientation, but also the development of commercial furniture, paint compass. Paint industry overall has the following characteristics: (1) market the brand many manufacturers everywhere. In the Chinese market more than the total number of about 4,000; (2) of varying quality, imported paint possession of a certain technology and product quality advantages, the stability of the domestic paint quality, there is the problem. (3) price and the market chaos, there is no uniform price standard, and disorderly management, lack of industry standards. (4) the lack of well-known brands, only a few companies with a national brand name recognition, a small part of the embryonic form and scale, most due to lack of marketing concepts and product culture, and is now wandering in the advance and retreat position. (5) and therefore, give an opportunity to paint outside, new ideas into China. So that this increasingly competitive market, the market is divided disorderly market inadequate use of resources were being exploited for some serious waste; (6) manufacturers are unevenly distributed, mai