A公司粉末涂料营销策略研究

发布时间：2018-02-21 04:45

本文关键词： 粉末涂料关系营销利益相关方营销策略　出处：《西南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,中国建筑市场30多年持续繁荣,各种类型涂料市场需求量巨大。同时随着大气污染和自然环境的恶化,传统有机溶剂型涂料的使用越来越受到严格的限制,环保型涂料受到市场的青睐,涂料行业的结构正发生着深刻的变革。粉末涂料近年来连续保持10%以上增长率,未来应用前景将会越来越广阔。粉末涂料属于过程性工业品,直接需求方为建筑铝材喷涂商,最终需求方为建筑业主方,营销活动涉及到多个利益相关方和复杂的竞争环境,企业的营销策略制定一直是件困难的任务。绝大部分粉末涂料厂家在营销策略只是面向直接客户建筑铝材喷涂商,难以捕捉最终需求方的真实需求,在市场竞争中处于非常被动的状态。 A公司是一家领先的跨国性粉末涂料公司,产品以技术先进和品质稳定著称,在高端建筑领域备受推崇。面对中国巨大市场需求,公司总部不断追加投资力度。截止2012年,A公司已经上海建立亚太区研发中心,在深圳、苏州、宁波、廊坊、武汉、成都建立了六家工厂。但由于中国区域市场环境与欧美地区差异明显,A公司在欧美市场成熟的营销策略应用到中国并不能完全奏效。目前公司在中国的市场占有率保持领先,但与全球平均市场水平仍有较大差距,公司发展目标面临着严峻的考验。本文论文研究的目的：应用市场营销理论、战略管理理论,分析企业内外部环境,结合中国市场环境的实际情况研究A公司营销策略制定过程,总结公司营销策略的成功因素以及存在的问题,进而提出改进建议。以期获得国内市场更大的突破,从而达到企业的市场目标：未来五年内销售额翻一番,营业指数达到全球平均市场水平,进一步增强在粉末涂料行业的领先优势。本文最大创新点是利用关系营销理论,分析研究粉末涂料的利益相关方的影响因素,对A公司销售组织架构：猎人工作模式的销售前端和农夫工作模式的销售后端形成竞争优势差异化进行了深入剖析。A公司是跨国公司主动适应不成熟市场的一个典型代表,希望本文研究能够为相关行业的企业营销策略提供案例参考。本论文按照提出问题、分析问题和解决问题的逻辑关系,共分四章进行论述：第一章：描述研究背景,目的意义,内容和框架。第二章：A公司的业务介绍,分析公司内外部环境以及公司在行业中地位。第三章：A公司营销策略现状和营销理念、市场目标定位、销售组织和流程、营销组合中存在的问题。第四章：对存在的营销问题提出的改善建议。结语：研究总结,研究局限,未来展望。
[Abstract]:Since the reform and opening up, the construction market in China has continued to flourish for more than 30 years, and the demand for various types of coatings is enormous. At the same time, with the air pollution and the deterioration of the natural environment, the use of traditional organic solvent-based coatings is more and more strictly restricted. Environmental friendly coatings are favored by the market, and the structure of the coating industry is undergoing profound changes. Powder coatings have maintained a growth rate of more than 10% in recent years, and the future application prospects will be more and more extensive. Powder coating belongs to the process of industrial products, the direct demand side is the building aluminum spraying company, and the final demand side is the building owner side. The marketing activities involve multiple stakeholders and complex competitive environment. The marketing strategy of the enterprise has always been a difficult task. In marketing strategy, most of the powder coating manufacturers only face the direct customers of building aluminum sprayer, so it is difficult to capture the real demand of the final demand side. In the market competition in a very passive state. Company A is a leading multinational powder coating company, known for its advanced technology and stable quality, and highly respected in the field of high-end construction. As of 2012, the company has established a research and development center in the Asia-Pacific region in Shenzhen, Suzhou, Ningbo, Langfang, Wuhan, Chengdu has set up six factories. However, due to the obvious difference between China's regional market environment and that of Europe and the United States, the company's mature marketing strategy in Europe and the United States cannot be fully applied to China. At present, the company maintains a leading market share in China. However, there is still a big gap with the global average market level, the company's development goals are facing a severe test. The purpose of this paper is to apply marketing theory and strategic management theory to analyze the internal and external environment of enterprises, and to study the marketing strategy making process of company A according to the actual situation of Chinese market environment. This paper summarizes the successful factors of the company's marketing strategy and the existing problems, and then puts forward some suggestions for improvement, in order to obtain a greater breakthrough in the domestic market, thus achieving the enterprise's market goal: doubling the sales volume in the next five years, The business index reaches the global average market level, further strengthens the leading advantage in the powder coating industry. The greatest innovation of this paper is to analyze the influencing factors of the stakeholders of powder coatings by using the relational marketing theory. This paper analyzes the sales organization structure of company A: the front end of hunter work model and the marketing back end of farmer work model form competitive advantage differentiation. A company is a typical representative of multinational corporation to adapt to immature market actively. I hope this study can provide a case reference for the relevant industry marketing strategy. This thesis is divided into four chapters according to the logical relationship of problem raising, problem analysis and problem solving. The first chapter describes the background, purpose, content and framework of the research. Chapter 2: a business introduction, analysis of the company's internal and external environment and the company's position in the industry. The third chapter is about the current situation of marketing strategy and marketing idea, the orientation of market target, the sales organization and flow, and the problems in marketing mix. Chapter 4th: suggestions for improvement of existing marketing problems. Conclusion: research summary, research limitations, future prospects.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92

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