在计划经济时代,由于原材料匮乏,涂料产量低,品种少,产品一直处于卖方市场。进入市场经济后,特别是国外和内地的涂料技术和产品大量涌入新疆,涂料产品从卖方市场转为买方市场,使我区众多的涂料生产企业陷入困境。在市场竞争愈演愈烈的严峻形势下,乌鲁木齐市油漆厂不仅把改革作为增强自身活力的重要手段,主动打破平衡,强化发展的紧迫意识,而且努力增强决策的预见性、前瞻性和敏锐性,将市场策略从推销理念转移到营销理念上,将经营方式从单纯追求短期经济效益转移到提高企业的品牌竞争力上,提升服务水平,全力打造自己的强势品牌。决策层深刻认识到:实现企业各项目标的关键在于正确确定目标市场的需求和欲望,有效地传送目标市场期望的产品和服务,把优良的产品质量、周到的营销服务作为开拓市场的依托和导向。 In the era of planned economy, due to lack of raw materials, paint production is low, less variety, the product has been in the seller’s market. After entering the market economy, especially in foreign and mainland paint technology and products into a large number of Xinjiang, paint products from the seller’s market to the buyer’s market, many paint manufacturers in our region in trouble. In the grim situation of intensified market competition, Urumqi Paint Factory not only takes reform as an important measure to enhance its own vitality, but also proactively breaks the balance and reinforces the urgency of development. At the same time, it endeavors to enhance the predictability, forward-looking and sharpness of decision-making, Strategy from the concept of marketing shifted to the concept of marketing, the mode of operation shifted from the simple pursuit of short-term economic benefits to improve the brand competitiveness of enterprises, improve service levels, to create their own strong brand. The decision makers profoundly realized that the key to realizing all the objectives of the enterprise lies in correctly identifying the needs and desires of the target market, effectively delivering the products and services desired by the target market, and taking the excellent product quality and thoughtful marketing services as the basis for market development guide.