欧文斯科宁公司中国市场营销策略研究

发布时间：2018-04-28 11:25

本文选题：欧文斯科宁 + 中国市场　；参考：《辽宁工程技术大学》2014年硕士论文

【摘要】：本文是在2010年以来,国家对建筑行业所制定的一系列强制性节能、防火及绿色环保等政策措施和规章制度的出台,各种工业以及民用建筑结构隔音绝热保温材料的需求也得到了迅猛的增长。国家《“十二五”节能环保产业发展规划》所阐述的15%以上的节能环保产业产值年均增长；2%左右的节能环保产业总产值的增加值占国内生产总值的比重；培育一批具有国际竞争力的节能环保大型企业集团。企业如何抓住机遇,不断地扩大中国市场的市场占有率及行业份额,并紧跟当前的政策法规和行业市场现状来制定更加合理、更加有效的营销策略和竞争手段的背景下,以欧文斯科宁公司(以下简称：OC公司)中国市场的营销策略为研究对象,以改善OC公司的产品策略、渠道策略、价格策略和促销策略等市场营销组合策略,提高在保温建材市场的竞争地位,进一步扩大在中国市场的占有率为研究目的,运用SWOT分析方法、波特五力分析模型和竞争能力分析工具,通过对OC公司在中国市场的营销环境及营销策略进行了分析,揭示了OC公司在中国市场营销策略组合中所存在的产能过剩和产品缺乏创新、品牌保护力度不够和目标市场不明确、价格制订与目标市场脱节和缺乏科学性、经销商分工过细造成资源浪费和分配的不公以及对促销工作的重视力度等问题。借鉴同行业的营销管理经验和营销模式的积极因素以及公司自身的优势,提出了OC公司营销的优化组合策略。并提出了利用自身的技术优势及创新能力,推出新产品,增加产品的多样性和差异化；实施灵活的定价策略,确保公司的满负荷生产,提高经销商的积极性；制定渠道成员、渠道冲突管理策略以及建立扁平化的营销渠道策略；改变与设计院、行业协会以及媒体隔绝的现状,从媒体广告、营业推广和公共关系三个方面推进促销等营销策略优化措施,帮助OC公司改变目前在中国市场的营销现状,进一步提升公司的业绩、扩大中国市场的市场占有率、促进中国市场各个区域的协调平衡及快速发展。本文的结构是首先介绍了论文的研究背景和目的、研究思路与方法、国内外的研究现状、以及公司的概况和目前在中国市场的行销现状。其次通过宏观、微观以及竞争能力等几个方面对欧文斯科宁公司在中国市场的营销环境进行分析,指出公司在中国市场营销中所面临的机遇和挑战。然后通过对欧文斯科宁公司中国市场的现行营销策略进行研究,找出公司目前在中国市场上产品、价格、渠道和促销策略上所存在的问题,并给出合理化的改进措施建议。
[Abstract]:This article is a series of compulsory energy saving, fire prevention and green environmental protection policies and regulations formulated by the state for the construction industry since 2010. The demand for sound insulation and insulation materials for industrial and civil structures has also increased rapidly. More than 15% of the annual output value of energy-saving and environmental protection industries, as stated in the 12th Five-Year Plan of the State, accounts for the proportion of the added value of the total output value of energy-saving and environmental protection industries to the gross domestic product (GDP) of about 2% annually; Cultivate a group of international competitive energy conservation and environmental protection large-scale enterprise groups. How to seize the opportunity to expand the market share and industry share of Chinese market, and follow the current policies and regulations and the current situation of the industry market to formulate more reasonable and effective marketing strategy and competitive means background, In order to improve the marketing mix strategy of OC Company, such as product strategy, channel strategy, price strategy and promotion strategy, this paper takes the marketing strategy of Owens Corning Company (hereinafter referred to as: OC Company) as the research object. To improve the competitive position in the thermal insulation building materials market and to further expand the market share in China, the purpose of the research is to use SWOT analysis method, Porter's five-force analysis model and competitive power analysis tools. By analyzing the marketing environment and marketing strategy of OC Company in China, this paper reveals the overcapacity and the lack of innovation in the marketing strategy mix of OC Company in China. The brand protection is not enough and the target market is not clear, the price making is out of touch with the target market and lacks of science, the distributor division of labor causes the resources waste and the unfair distribution, as well as the attention to the promotion work and so on. Based on the experience of marketing management in the same industry and the positive factors of marketing mode as well as the advantages of the company itself, this paper puts forward the optimal combination strategy of marketing in OC Company. It also puts forward to introduce new products, increase product diversity and differentiation, implement flexible pricing strategy, ensure full capacity production of the company, improve the enthusiasm of dealers, and formulate channel members, using their own technological advantages and innovative ability. The channel conflict management strategy and the establishment flat marketing channel strategy, the change from the design institute, the trade association and the media isolation present situation, from the media advertisement, the business promotion and the public relations three aspects promotes the promotion and so on marketing strategy optimization measure, To help OC to change the current marketing situation in China, further improve the company's performance, expand the market share of the Chinese market, and promote the coordinated, balanced and rapid development of all regions of the Chinese market. The structure of this paper is to first introduce the research background and purpose, research ideas and methods, domestic and foreign research status, as well as the general situation of the company and the current marketing situation in China. Secondly, the paper analyzes Owens Corning's marketing environment in China from macro, micro and competitive power, and points out the opportunities and challenges faced by Owens Corning in Chinese marketing. Then by studying the current marketing strategies of Owens Corning Company in China, we find out the problems existing in the products, prices, channels and promotion strategies of the company in the Chinese market, and give some reasonable improvement measures.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92

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