关键词：齐鲁漆业；邯郸；营销；策略
The Study on the Marketing Strategy of Qilu Paint Industry Company in Handan
Abstract
Based on the basic theory of marketing, as well as the use of a product's brand theory study, Also used the basic theory of marketing strategy, taking comparative analysis, field survey analysis, system analysis, SWOT analysis and other methods, Qilu paint industry to companies and marketing examples in the context of Handan, Qilu paint on the external environment, marketing and internal environment analysis and research, Pointed out that the development of strengths, weaknesses, opportunities and threats; to fully explore the current developments in the Chinese paint market, Paint industry to grasp the direction of the premise, from product strategy, pricing strategy, channel strategy, marketing strategy, relationship marketing strategy for several aspects of argumentation, Pointed to the need to establish a market-oriented, customer focus and achieve high customer satisfaction, enhance brand to maintain and nurture, build quality and efficient marketing network, summed up the Qilu paint industry marketing experience and specific practices. Finally Qilu paint industry in marketing innovation and marketing success is that product innovation, organizational innovation, the conceptof innovation, strategy. Organizational innovation, including marketing, organizational structure, organizational forms of innovation and marketing innovation.
Innovative marketing strategies including the expansion of sales area to strengthen market-oriented, can Qilu painting in the changing international and domestic environment to achieve everlasting development. Also hope this article give the paint industry is deepening the reform of the Qilu company made some feasible suggestions.
