道康宁公司的双品牌营销策略及发展研究

发布时间：2018-02-21 05:21

本文关键词： 道康宁公司双品牌策略长期发展策略后工业时代　出处：《西南财经大学》2008年硕士论文　论文类型：学位论文

【摘要】： 进入二十一世纪,伴随工业制造业更为细致的专业化和精细化分工;互联网随着通讯技术的爆发式发展而变得普及和实用;以及不断深入的全球化进程等一系列全新的革命,全球市场一瞬间进入了后工业时代。在后工业时代,工业制造性企业在保持自身传统的核心竞争力时,如何在全新的竞争模式下,选择进入和适应新的市场竞争模式、如何制定一个可持续发展策略并有效的置信它;这个话题正成为决定一个全球性企业生存发展和影响企业全球化战略的关键因素。道康宁公司是有机硅行业的创始者,拥有该行业50%以上的产能、60%以上的专利、45%以上的市场分额;是有机硅行业的绝对领先者。但是,在经历了上个世纪九十年代全球性经济衰退、货币危机以及公司自身的巨额赔偿风波后,Dow Corning作为这个行业的强势品牌,面临如下四方面压力;(1)公司一直简单依赖靠产品创新而生存、(2)全球性的有机硅供应商的竞争力发展、(3)来自客户的产品降价的压力、(4)后工业时代销售模式的新发展。在这样的市场环境下,道康宁公司如何突破困境,发展新的市场营销策略,发展自身的核心竞争力? 本论文主要通过对道康宁公司双品牌的实例和理论相结合的分析;实例以道康宁公司面临的市场环境条件,研究双品牌策略制定的依据、执行和网络销售渠道过程,并通过对双品牌策略实施后道康宁公司爆发式的增长的成功经验和如何建立独特的企业长期核心竞争力的分析;理论基础以双品牌策略建立的市场营销分析,来研究全球性公司的多品牌发展环境及策略和建立企业长期核心竞争力。通过对道康宁公司市场策略发展变化的深入剖析,以及在工作中的体会,个人深刻理解到对工业企业而言,在面临全新的市场环境变革时,一个企业必须顺势而为的改变营销策略。本论文共分三章。第一章全面分析有机硅行业的产生、发展历史、产业链结构、客户特征以及全球性的有机硅供应商。通过该介绍,让大家对市场情况有清晰的了解。第二章是该论文的重点。通过对双品牌的市场营销的理论基础的阐述,分析道康宁公司的双品牌策略的市场环境,具体剖析双品牌独有的网络营销的制定、销售渠道选择和执行、销售成果;并阐述品牌策略在道康宁公司市场营销中的发展。第三章是本论文的延展,分析在通过双品牌策略巨大成功后,道康宁公司如何为了保持市场竞争优势,继续发展自身独有的核心竞争能力和设计企业长期发展战略。
[Abstract]:In 21th century, with the more detailed specialization and fine division of labor in the industrial manufacturing industry, the Internet became popular and practical with the explosive development of communication technology, and a series of new revolutions such as the deepening process of globalization and so on. The global market has entered the post-industrial era in an instant. In the post-industrial era, when the industrial manufacturing enterprises maintain their traditional core competitiveness, how to choose to enter and adapt to the new market competition mode in the new competition mode, How to formulate a sustainable development strategy and believe in it effectively is becoming a key factor to determine the survival and development of a global enterprise and to influence the strategy of enterprise globalization. Dow Corning is the founder of the silicone industry, with more than 60% of the industry's 50% or more capacity and more than 45% of the patent market share; it is an absolute leader in the organosilicon industry. In -10s, after a global recession, currency crisis and the company's own huge compensation turmoil, Dow Corning as the industry's strong brand, Facing the following four aspects of pressure: the company has been simply relying on product innovation to survive the development of the competitiveness of the global silicone suppliers / 3) pressure from customers to reduce the price of products / 4) the new development of the sales model in the post-industrial era. In such a market environment, How can Dow Corning break through the predicament, develop new marketing strategies and develop its core competitiveness? This paper mainly through the analysis of the combination of the example and the theory of the double brand of Dow Corning Company. The case studies the basis, the execution and the network sale channel process of the double brand strategy, according to the market environment condition which the Dow Corning Company faces, the article mainly studies the basis, the execution and the network sale channel process of the double brand strategy. And through the successful experience of the explosive growth and how to establish the unique core competitiveness of the enterprise after the implementation of the dual-brand strategy, the theoretical basis of the marketing analysis based on the dual-brand strategy, To study the multi-brand development environment and strategy of global companies and to establish long-term core competitiveness of enterprises. Through the in-depth analysis of the development and change of market strategy of Dow Corning Company, as well as the experience in the work, Individuals deeply understand that for industrial enterprises, in the face of a new market environment changes, an enterprise must adapt to the trend of changing marketing strategy. This thesis is divided into three chapters. The first chapter is a comprehensive analysis of the emergence, development history, industrial chain structure, customer characteristics and global silicone suppliers of the organosilicon industry. Through this introduction, we can have a clear understanding of the market situation. The second chapter is the focus of this paper. Through the elaboration of the theoretical basis of double-brand marketing, this paper analyzes the market environment of the double-brand strategy of Dow Corning Company, and analyzes the formulation of the unique double-brand network marketing. Sales channel selection and implementation, sales results; and the development of brand strategy in the marketing of Dow Corning. The third chapter is the extension of this paper, analyzing how to continue to develop its own unique core competitive ability and design long-term development strategy in order to maintain the market competitive advantage after the great success of dual-brand strategy.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.72

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