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1、MARKETINGSTARATEGYOFDULUXPAINTINMODERNTRADECHANNELABSTRACTAsapopular,lowcostandsimplyapplicationbuildingmaterial,coatingiswidespreadusedinwall,woodandothermaterials.Andthisproductbecomestotheonlygrowsustainablycategoryinbuildingmaterialsindustrymainlyduetocycleusecharacteristicandhuge
2、applicationarea.Theconsumptionlevelofpaintbecomestooneoftheimportsymbolofacountry’seconomicdevelopmentlevel.Withtherapidgrowthofeconomicdevelopmentfadaway,China’srealestateindustrybegantoflattenfromrapidgrowth.Paintindustryhasbeeninasteadydevelopmentperiodaccordingly.Manyfactorsaffect
3、paintindustrydevelopmentsuchasovercapacity,homogeneity,rawmaterialpriceincrease.WhetherinternationalbrandslikeDulux,NipponorPPG,orothernationalbrandslikeSkshu,Carpoly,allmajorpaintcompanystarttorefineoperation,channeloptimization,differentiatedmarketing,value-addedservicegraduallyfrom
4、originalextensivegrowthmode.ThethesisbasedontheDuluxpaintasthesubjectofstudy,paintindustry,macroeconomicandrealestatefuturedevelopmenttrendastheresearchbackground.Thethesisanalysisthecurrentmarketingstrategyactualityofcompetitionstatusandchannelmanagementmodel，findtheexistingproblemsa
5、ndputsforwardthecountermeasures.Andalsogiveadviceonchanneldevelopment,productdiversification,promotionoptimizationandmanagementmodel.Alladviceistolaythefoundationforthesustainable万方数据growthinmoderntradechannel.Thethesisisdividedintosevenpartsaltogether.Thefirstpartisanintroductiontoan
6、alysistheresearchbackground,significanceandthemaincontentfrompaintindustrydevelopment,competitionsidetolaythefoundationofthearticle.ThesecondpartisthebriefintroductionofChinadecorativepaintindustrydevelopment.ThearticledescribestheDuluxpaintcurrentsituationinmoderntradechannelfrompoli
7、cy,environment,technicalandsociety.ThethirdpartisthedeepanalysisofDuluxpaintmarketingstrategy.ThesectionstartsfromthebriefintroductionofAkzoNobel,themothercompanyofDulux.ThenfocusonthedescriptionofDuluxpaintmarketingsituation,competitionstatusandchannelmanagementinmoderntradechannel.P
8、artFo
