M公司工业涂料营销策略研究

发布时间：2018-03-20 12:24

本文选题：工业涂料　切入点：价值营销　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国涂料市场在经过多年的快速发展之后,2016年我国涂料总产量达到1899.78万吨,中国已成为涂料生产大国和应用大国。外资企业的市场占有率约45%,而且中高档产品市场几乎被外企垄断,特别是工业涂料领域,更是让国内企业难以抗衡。近年来,世界涂料巨头到处在中国扩张圈地,国内的本土涂料企业被受到排挤,行业巨头已开始出现,并开始拥有产业发展方向和竞争门槛的定义权。再加上原材料、物流涨价、环保压力等原因导致利润空间不断受到压缩,国内涂料企业已是步履维艰。M公司作为国内工业涂料行业的一员,近五年来也陷入销售额难以突破的困境。在涂料市场逐渐走向成熟,国内大企业或优势企业快速发展,试图做大做强,努力建立自己的领地和市场地位的情况下,如何走出自己的特色,提高自身竞争力,如何通过对自身问题的解决找出企业的发展之路,迅速突破瓶颈,如何在近年来复杂多变、竞争残酷的工业涂料市场中生存并发展起来,是M公司需要迫切解决的问题。本文对工业涂料各热点市场进行了详细分析,找出每个工业涂料热点行业的市场竞争情况,并对各个市场的前景进行了预测,找出了M公司应重点参与的市场方向。本文从价值营销的角度对如何从提高顾客价值的角度找出企业的问题,分析了工业涂料市场的各个价值驱动因素。结合M公司的现状对各个价值驱动因素进行了调整。本文还针对企业的现状对营销的人力资源保障和质量保障提出了整改建议。本文分为了六个部分,第一部分阐述了论文产生的背景,简单介绍了公司面临的困境及现状,提出了文章研究的方法和思路及论文框架;第二章是通过研读国内外相关文献,分析了市场营销研究现状,分析了顾客价值、价值营销等相关理论,并举例说明典型企业价值营销情况;第三部分是工业涂料市场分析,分析了工业涂料的种类、技术发展趋势、工业涂料市场容量及现在工业涂料市场供应商情况;第四部分是M公司基于客户价值的营销策略优化,分析现阶段公司的优势、劣势等营销问题及现阶段展开价值营销的问题;引出了工业漆市场顾客价值的探索、创造和交付的分析;第五部分是对推动价值营销的人力资源保障及质量保障进行了剖析,从而引出第六部分论文结论和展望。
[Abstract]:After years of rapid development, the total output of coatings in China reached eighteen million nine hundred and ninety-seven thousand and eight hundred tons in 2016. China has become a large country in paint production and application. The market share of foreign-funded enterprises is about 45.4%, and the market for medium-to-high-grade products is almost monopolized by foreign enterprises, especially in the field of industrial coatings, which makes it difficult for domestic enterprises to compete in recent years. The world's paint giants are expanding everywhere in China, and domestic paint enterprises are being squeezed out. Industry giants have begun to emerge, and they have the right to define the direction of industry development and the threshold of competition. In addition, raw materials, logistics prices, Due to environmental pressure and other reasons, profit margins have been continuously compressed. Domestic paint companies have been struggling. M Company as a member of the domestic industrial paint industry, In the past five years, we have also been caught in a dilemma where the sales volume is difficult to break through. When the paint market is gradually maturing, the domestic large or superior enterprises are developing rapidly, they are trying to become bigger and stronger and strive to establish their own territory and market position. How to get out of their own characteristics, how to improve their competitiveness, how to solve their own problems, how to find out the way of development of enterprises, how to quickly break through the bottleneck, how to be complex and changeable in recent years, It is an urgent problem for M Company to survive and develop in the ruthless competitive industrial paint market. This paper analyzes the hot spot market of industrial coatings in detail, and finds out the market competition of each hot industrial paint industry. The prospect of each market is forecasted, and the market direction in which M company should focus on participation is found. From the perspective of value marketing, this paper discusses how to find out the problems of enterprises from the angle of improving customer value. The value driving factors of the industrial paint market are analyzed, and the value driving factors are adjusted according to the current situation of M Company. The human resource guarantee and quality assurance of marketing are also put forward in view of the present situation of the enterprises. This paper is divided into six parts. The first part describes the background of the paper, briefly introduces the plight of the company and the current situation, puts forward the research methods and ideas and the framework of the paper; the second chapter is through the study of relevant literature at home and abroad. This paper analyzes the current situation of marketing research, analyzes the relevant theories of customer value and value marketing, and illustrates the typical enterprise value marketing situation with examples. The third part is the market analysis of industrial coatings, and analyzes the types of industrial coatings. Technology development trend, industrial paint market capacity and current industrial paint market suppliers; 4th part is M company based on customer value marketing strategy optimization, analysis of the advantages of the company at this stage, The disadvantages and the problems of value marketing at the present stage; the analysis of customer value, creation and delivery of industrial lacquer market; part 5th is an analysis of the human resources and quality assurance to promote the value marketing. The conclusion and prospect of 6th parts of the thesis are introduced.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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