韩国彩涂板产品发展动态分析

Analysis of development trends for color coated sheet products in South Korea

建筑、装饰和家电用彩涂板变化频繁,市场周期相对较短,要求企业必须加速产品更新。韩国是主要的彩涂板生产国,也是中国彩涂板产品第一大进口国。近年来,韩国彩涂板重点生产企业加强了高端产品的开发和品牌营销,从技术、功能、设计到涂层,每个环节都围绕消费需求升级创新。对韩国重点企业通过品牌持续实现高端化的战略进行介绍,并对近年韩国彩涂板产品的开发重点进行分析,指出其通过打造彩涂板高端品牌以及与下游行业深度融合,赋予产品高端、绿色和生态友好等鲜明的标签,从而在日益趋同的竞争环境中凸显差异化,增强企业的竞争优势。其产品开发动向和品牌营销策略可为国内彩涂板产品的开发和市场拓展提供参考。

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.