A Study on the Marketing Strategy of Paint Market in Mainland China - A Case Study of Waterborne Polyurethane in Case Companies

• Main Authors: HUANG,YU-TING, 黃郁婷
• Other Authors: Yung-Ching Liu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7s5bp3

碩士 === 國立雲林科技大學 === 工業工程與管理系 === 105 === Case of the company since its establishment ten years, has been uphold the first heavy environmental protection safety and health for the production of fine products, is a very small number of complete production of water-based resin company in Taiwan, in particular, to polyurethane as the main production project is very few. Since the implementation of the most stringent environmental regulations in the history of China in 2016, the traditional resin plants and paint mills have been actively transitioning from the original use of oil-based paint to the use of water-based paint, a policy for the case company is a great advantage, but How to grasp this invaluable opportunity in this competitive paint market occupies a seat, the case company's competitive strategy will be to enhance the competitiveness of enterprises and the future development of important issues. The main purpose of this study is to study the marketing strategy of the water-based polyurethane in the mainland of China, and use the large environmental analysis method PESTEL to analyze the index of the marketing strategy in the paint industry, and to carry out the second round of the questionnaire Investigation, and after the end of the second round, the establishment of marketing strategy assessment model of the various measures. Then, AHP was used to establish AHP hierarchical structure, including 6 facets and 17 measures, and the results of marketing strategy selection of case companies in mainland China were discussed by questionnaire. Finally, the importance and priorities of each strategy were discussed. The results show that there are three main influencing factors in the proportionality of the overall criteria in the marketing strategy of mainland China's paint market, which is based on the water-based polyurethane of the case company. "technology facets", "political facets" and "environmental facets" are among the top three,and by the experts to assess the characteristics of the relevant strategy to select the relevant criteria to calculate the absolute weight value of the implementation of strategic priorities. Analysis of the results for the adjustment of product pricing is the most important, followed by continuous investment in research and development, and finally the agency education and training. The results of this study will help individual companies to confirm the direction of marketing strategies in mainland China and provide follow-up research on marketing strategies.