华润涂料差异化营销研究

发布时间：2018-05-25 18:31

本文选题：华润涂料 + 差异化营销　；参考：《厦门大学》2014年硕士论文

【摘要】：“竞争战略之父”迈克尔·波特指出,企业要想在市场竞争中生存,要么具有成本优势,要么实行差异化战略,有差异才能有市场,才能在同行业竞争中立于不败之地。在中国涂料市场,涂料产品也正作为一种生活方式的存在元素越来越受到消费群的强化,但受产能过剩、产品同质化、以及原材料涨价等诸多原因影响,快速扩张势头放缓,接下来的市场营销,必然是差异化的营销。笔者多年来在华润涂料企业的营销工作中,深深感受到涂料营销差异化的重要以及差异化策略的选择困难。传统的市场细分方法,对当前的涂料差异化营销,起到的作用是微小的。本文以价值链理论、营销价值链理论为基础,对华润涂料企业进行分析,构建了差异化营销价值链模型。该模型以顾客需求即顾客价值发现为起点,经过价值界定、价值创造、价值传递把产品和服务送到顾客手中。它与以往营销价值链的不同在于：差异化营销价值链模型增加了顾客价值转化,形成了一条由制造商、经销商、顾客共同参与的闭合循环的价值增值链条。本文按这一模式的要求,首先设计调查问卷,进行市场调研,取得华润涂料(福建区域)的市场调研数据；然后通过顾客价值分析,为华润涂料的企业差异化营销寻找精准的定位；最后结合华润涂料(福建区域)的分析结果,为华润涂料在这一区域的差异化营销进行了策略选择。本文针对华润涂料的差异化营销,综合应用价值链理论和相关市场营销理论,构筑了差异化营销价值链模型,并通过差异化营销策略的设计帮助华润涂料(福建区域)提高市场竞争力,具有很强的现实意义。同时,笔者也希望能够对同行业或在类似地区开展业务的企业在选择差异化营销策略时提供借鉴和参考。
[Abstract]:Michael Porter, "the father of competitive strategy", pointed out that if enterprises want to survive in market competition, they should either have cost advantage or carry out differentiation strategy. Only when there are differences, can they have a market and be invincible in the competition of the same industry. In China's paint market, paint products are increasingly being strengthened by the consumer group as a way of life, but due to overcapacity, homogenization of products, and price increases in raw materials, the rapid expansion is slowing down. The next marketing, must be differentiated marketing. In the marketing work of China Resources Coatings Company for many years, the author deeply felt the importance of paint marketing differentiation and the difficulty of choosing differentiation strategy. Traditional market segmentation method, the current differential marketing paint, play a small role. Based on the theory of value chain and the theory of marketing value chain, this paper analyzes China Resources Coatings Enterprise and constructs the model of differential Marketing value chain. The model starts with customer demand (customer value discovery), and through value definition, value creation and value transmission, products and services are delivered to customers. It is different from the previous marketing value chain in that the model of differential marketing value chain increases the value transformation of customers and forms a value increment chain with the participation of manufacturers dealers and customers. According to the requirement of this model, this paper first designs the questionnaire, carries on the market research, obtains the China Resources Coatings (Fujian region) market research data, then through the customer value analysis, Finally, combined with the analysis results of China Resources paint (Fujian region), the strategy of China Resources Coatings in this area is selected. In this paper, the differential marketing value chain model of China Resources Coatings is constructed by applying the theory of value chain and relevant marketing theory. And through the design of differential marketing strategy to help China Resources paint (Fujian region) to improve the competitiveness of the market, has a strong practical significance. At the same time, the author also hopes to be able to provide reference and reference to the enterprises in the same industry or similar areas in the choice of differentiated marketing strategy.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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