摘要：拥有世界顶尖行业技术的老虎公司在现今中国飞速发展制造业的环境里，抓住机遇，成为了中国粉末涂料行业中的佼佼者。来自欧洲的老虎公司，严格按照欧洲安全、质量标准进行产品的生产加工，坚持绿色环保，这是在中国日益恶化的大环境里非常可贵的企业文化。但受高铁事故的影响和金融海啸的波及，老虎公司也不可避免地暴露出许多问题。针对老虎公司的产品整体定位过于高端、西部地区缺乏适合的营销策略和优秀的人才等问题，本文对老虎公司的西部地区的营销策略进行分析,并针对分析得出的结果，提出切实可行的改进建议、策略。老虎公司需改进产品结构的分配，保持高端产品的高质量，保证普通产品能得到合适的有力发展；强调品牌意识与价格策略，淡化产品价格对客户的影响；强化人才培训，加强销售人员与客户、发达地区同事的沟通。
关键词：老虎涂料公司 营销环境 营销战略
Abstract: In years, China has been rapidly developing the manufacturing industry. TIGER Company which possesses the world’s top technology now grasped the opportunity and became the leader in the China powder and coating industry. As an European corporation, TIGER strictly follows the standard of the European safety and quality and hold on to the concept of green environmental protection which is very valuable in Chinese company culture, especially facing the deteriorating environment. However, the High-speed Rail incidence and the financial tsunami exposed many problems of TIGER. Toward the problems that high-end positioning and lack proper marketing strategy and marketers, I analyze the existing marketing strategy of the TIGER Western region and propose some viable recommendations. So TIGER needs to change its distribution of product structure, maintaining the dominance of high-end production and at the meantime, ensuring that normal product gets enough support. As for marketing strategy, TIGER should emphasize its brand awareness and price strategy which could minimize the impact of the clients. Then, intensive training with colleges and clients will help cultivating helpful marketers.
Key words: TIGER Drylac Co Marketing environment Marketing Strategy
