Abstract:Color coated sheets for architecture, decoration and home appliances change frequently, and the market cycle is relatively short, requiring enterprises to accelerate product updates. South Korea is major producer of color coated sheets and the largest importer of color coated sheets in China. In recent years, South Korea′s key color coated sheet manufacturers have strengthened product development and brand marketing of high-end products. From technology, function, design to coating, each link is innovated around the upgrade of consumer demand. The strategy of key enterprises in South Korea to continuously achieve high-end products through brand was introduced, and the development focus of color coated sheet products in recent years was analyzed. It is pointed out that by creating a high-end brand of color coated sheet and deeply integrating with downstream industries, it gives products distinctive labels such as high-end, green and eco-friendly, thus highlighting differentiation in the increasingly converging competitive environment and enhancing the competitive advantage of enterprises. The product development trend and brand marketing strategy of enterprises in south Korea can provide reference for the development and market expansion of domestic color coated sheet products.
郑瑞, 代云红. 韩国彩涂板产品发展动态分析[J]. 中国冶金, 2022, 32(10): 69-74.
ZHENG Rui, DAI Yun-hong. Analysis of development trends for color coated sheet products in South Korea[J]. China Metallurgy, 2022, 32(10): 69-74.