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Wellings architectural coatings Pricing Strategy

Author: LiuYuShu
Tutor: MiDeChao
School: Sichuan University
Course: Business Administration
Keywords: Architectural Coatings Pricing Strategy Premium WTO Differentiated competitive pricing
CLC: F426.7
Type: Master's thesis
Year: 2002
Downloads: 244
Quote: 0
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Abstract


Chinese construction and real estate industry's rapid development, led the domestic architectural coatings market to grow rapidly . The face of enormous architectural coatings market , opportunities and challenges, risks and pressures with the foreign brands , domestic brands and joint venture brands tripod and competitive. Paint companies not only to the brand and quality , but also from marketing management, business decisions, personnel and services and other aspects , in particular the competitive market price decisions. Based on the cost analysis of architectural coatings and price analysis, discusses the architectural coatings business how to price , especially in the face of changing competitive environment and the WTO, companies that develop pricing strategies of how to compete successfully in the market . Papers from the basic theory of pricing decisions - Marx's value theory and the theory of equilibrium price to proceed on an innovative pricing theory summarized , emphasizing the paint business is to follow the general principle of pricing the market price formation mechanism and the law of value . On this basis , analyzing companies face the WTO, increasingly stringent environmental regulations and the Beijing Olympic Games and other macro-environmental factors , as well as domestic and international situation and the development of architectural coatings market competition and other factors on the impact of pricing decisions architectural coatings . Wellings products as imported brands in the domestic market pricing has its particularity. Paper analyzes the architectural coatings premium product cost and product mechanism, establish a price analysis model architectural coatings , architectural coatings for the Wellings determine product positioning and price positioning . In this paper, the price of architectural coatings Wellings empirical analysis as the focus , the research aims to develop a suitable architectural coatings businesses, especially suitable Wellings differentiated competitive pricing strategy , namely premium engineering and high- value pricing, marketing distribution strategy . These findings operable for paint companies in the domestic market pricing decisions or price reference for competition to increase their market share and profitability , promote China's architectural coatings market towards the healthy and orderly development of the direction .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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