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The Ming Chen Zebon marketing strategy research

Author: DuHongYan
Tutor: WangXueHua
School: Dalian University of Technology
Course: Business Administration
Keywords: Ming Chen Zhenbang Fluorine coating Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2002
Downloads: 123
Quote: 0
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Abstract


The Ming Chen Zhenbang company as a national key high-tech enterprises, the largest fluorine coating suppliers, its leading product - \With the internal and external changes in the environment, the the Ming Chen Zhenbang company in marketing is facing logistics radius is too large, a single product structure problem, it is necessary to redefine the company has strengths and weaknesses, opportunities and threats facing and to develop appropriate marketing strategies to ensure the company to obtain a sustainable competitive advantage, rapid and stable development. In this paper, the analysis of the Ming Chen Zebon companies external environment, clear enterprises are facing major opportunities: national policy support for the production of high-grade paint, high-grade paint with broad space for development, and development time into the barriers more difficult to win, The fluorine coating technology is an international leader, the lack of domestic paint brand has the opportunity to create a brand. Main threats are: limited production due to the requirements of environmental protection, solvent fluorine coating strong, well-known foreign brands (such as the state legislature) on the construction market competitiveness; rapid development of specialty coatings, in particular fluorine coating pose a threat to the dominance of the industry; uniqueness of the major suppliers of raw materials, fluorine coating production scale threat. Of the Ming Chen Zebon internal environment, identify the enterprises have advantages: the fluorine coating proprietary technology international leader, the technical advantages of waterborne fluorine coating, already has the advantage of brand, there are a certain size marketing network advantages. The main disadvantages are: lack of human resources reserves, production equipment is relatively backward, weak tinting system, logistics radius is too large, than a single product structure, the dealer network is more vulnerable. Knowledge in the management of the company, the Ministry of Environment exhaustive, thorough analysis based on the integrated use of the school, to develop suitable for of Ming Chen Zebon development marketing strategic objectives and corresponding 4P combination, that is, (1) improve the product mix: as soon as listed the midrange Futan and water-based fluorocarbon paint, with a the OEM way post card production accessory products and other varieties of paint; (2) to develop appropriate pricing strategies, including the pricing of ancillary products and OEM products; (3) to build an open marketing network channel construction; (4) to take a variety of promotions, advertising, joint promotions, dealer promotions and other marketing. And developed a the building open production network, open research network, a network of information systems, and four technical service network organizations safeguard measures, the establishment of the the fluorine coating ten thousand tons Factory production safeguards, human resources development and management safeguards system and cultural construction safeguards to protect the company's marketing strategy Ming Chen Zhenbang eventually realized.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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