Abstract
In recent years, with the booming real estate market, and domestic large-scale infrastructure construction, China's construction industry has been rapidly developed, the construction industry has become a pillar industry of China's national economy, at the same time, the corresponding architectural coatings industry was developed rapidly, with a meteoric rise. At present, the production of architectural coatings in China has been among the forefront of the world's architectural coatings industry, and showed increasing trend, growing in size, constant change and innovation of the mode in the marketing and broad prospects. However, China's paint industry still faces many challenges and threats. On the one hand, a substantial increase in imports of paint, new international competitors enter china’s market, the competition has been growing. On the other hand, local enterprises have started late, and have much weakness, such as low level, small-scale, technical weakness and lack of brand influence. The supply of low end product has been surplus, but they can not set foot in the high-end market. Therefore, the marketing strategy of a company has become particularly important.
According to the development of the Meijia Coatings Company in china in recent years, combining with the situation and development trend of the coatings market, this article analyses the coatings market deeply and positions the marketing goal by segment market. We set the marketing strategy by basic principle and method of strategic management and marketing management. We also give some suggestion .we expect that it is good use to the development of our company and raises the strength of market competition.
Keywords: Meijia coating；environmental analysis；goal market；marketing tactics
