立邦智猪博弈中的成败启示录（The success of Nipponpaint enlightenment pig game of.）.doc

立邦智猪博弈中的成败启示录（The success of Nipponpaint enlightenment pig game of.） As everyone knows, in the China Nippon success, is the main reason to be among the top ten global coatings industry. Since 1992 to enter the China, promote the construction of paint Nippon has been spare no effort, from the initial Chinese consumers do not know what is, for Nippon Paint what, now state has become synonymous with water-based paint, sales accounted for more than 10% market share, objective evaluation, the state is a success. However, after more than 10 years of rapid development, the state suffered ten year itch in China, had alone spent heavily cultivated China architectural coatings market by more than 8000 paint manufacturers share, market share is far from 30% monopoly market; Hongkong state, Japans Nippon fake brand competition emerge in an endless stream; Duluxs rival ICI tight, Xuanwei, paint brands Wei, the worlds top ten have to snatch fengeng. All these have become the pain in my heart forever nipponpaint. As a warning for the future, Nipponpaint began to adjust in China to promote the strategy, force 2003 wood paint market, launched 1687 wood paint series. From the production capacity, sales outlets, service systems and other aspects of the layout began to expect to make up for its lack of wood paint. But oily wood coatings market today China has been very mature, fierce competition, coupled with rising raw materials, many small and medium-sized brands together to check, after more than 3 years of lackluster promotion. Careful observation, you will find the subtle changes in the promotion strategy of the Nippon: give up in waterborne architectural coatings on the edge, to enter the field of oily Wood coatings. Is the main reason for the change: if it continues to play in the water paint (architectural coatings for the vast majority of water-based paint) sales and technical advantages, launched oily Wood Coatings products, waterborne wood paint, such as the water-based pain