AN公司装饰涂料工程项目的营销策略研究
发布时间：2019-01-17 12:06
【摘要】： 随着立邦和卜内门太古等国外装饰涂料企业在上世纪九十年代进入中国后,乳胶漆作为一个装饰产品正被广大国内家庭消费者所接受。与此同时由于国内建材业近几年发展速度很快,而且资金的投入门槛相对较低,大量的企业也投入到装饰涂料行业从而导致目前国内装饰涂料市场的竞争日趋激烈。 装饰涂料的工程项目市场与零售市场有非常大的区别,客户并不是普通的消费者,而多为大中型企业,且行业分布较广,包括房地产集团,工厂、政府、学校等企事业单位。这些客户的需求相对普通消费者更为多元化,消费方式也更趋于理性,在这一市场上,装饰涂料具备更多的工业品特征。目前国内装饰涂料企业在制定工程项目市场的营销策略是一项相对困难的任务,市场和竞争环境都较为复杂,许多公司的营销策略在这一市场都显得较为被动。 AN公司是一家总部坐落在荷兰的跨国集团,其涂料业务部门的销量连续7年世界第一。作为一个全球领先的涂料集团,AN公司近几年来在中国的投入逐步增大,总部对国内市场的前景也非常看好,希望通过努力能在3年内成为国内最强的装饰涂料生产企业之一。而在目前国内的零售市场上,AN公司在短时间内已经无法像与立邦和卜内门这类的企业展开全面竞争,由于装饰涂料工程市场的容量并不亚于零售市场,因此本文希望通过设计一个好的营销策略帮助其在国内工程市场获得突破,从而达到企业的市场投资目标。 AN公司在装饰涂料工程市场目前虽然有一定的基础,但是在市场定位、经销商的管理和产品组合上仍有一定的欠缺,工程经销商的流失率较高,市场声誉虽然较高,但企业始终不能找到真正属于自己的目标客户群。本文首先对市场大致情况进行描述,并对竞争对手的发展动态进行调查,通过这些信息来帮助AN公司了解企业的市场和竞争环境。其次本文运用市场营销学的理论,通过市场调查的方式了解客户的各方面的需求,利用快速聚类方法将收集到的大量信息进行聚类分析,根据属性的近似度将工程市场的客户分为几类,并且同时结合AN公司自身的条件和市场目标帮助企业找到属于自己的目标市场,这样就可以集中公司的资源对这其进行重点工作。在营销渠道建设方面,希望通过运用大客户管理的方法,更多地与目标客户直接接触,而不是以往主要依靠工程经销商的方式。在产品方面,希望在了解目标客户在技术和价格方面的需求后,对公司下属所有的产品线进行重新组合,对产品的价格进行调整。 通过本文的研究和分析,希望能够帮助AN公司成功地制定其在装饰涂料工程市场的营销策略,为企业在国内市场今后的发展打下坚实的基石。
[Abstract]:After entering China in 1990s, latex paint as a decorative product is being accepted by domestic consumers. At the same time, due to the rapid development of the domestic building materials industry in recent years, and the relatively low threshold of capital investment, a large number of enterprises have also invested in the decorative coatings industry, resulting in the domestic decorative coatings market competition is becoming increasingly fierce. The engineering project market of decorative paint and retail market have very big difference, the customer is not ordinary consumer, and mostly is large and medium-sized enterprise, and the industry distribution is wider, include real estate group, factory, government, school and so on enterprise and institution. The demand of these customers is more diversified than the ordinary consumers, consumption patterns are more rational, in this market, decorative paint has more industrial characteristics. At present, it is a relatively difficult task for domestic decorative paint enterprises to formulate marketing strategies for engineering projects. The market and competitive environment are more complex, and many companies' marketing strategies are relatively passive in this market. AN is a multinational group headquartered in the Netherlands. Its paint business is the largest in the world for seven consecutive years. As a leading paint group in the world, AN has gradually increased its investment in China in recent years, and the headquarter is very optimistic about the domestic market, hoping to become one of the strongest decorative coatings manufacturers in China within 3 years. At present, in the domestic retail market, AN has been unable to compete fully with enterprises such as Ribbon and Bonenmen in a short period of time, because the capacity of decorative coatings engineering market is no less than that of the retail market. Therefore, this paper hopes to design a good marketing strategy to help it get a breakthrough in the domestic engineering market, so as to achieve the goal of market investment. Although AN has a certain foundation in the decorative paint engineering market at present, there are still some deficiencies in market positioning, dealer management and product mix. The loss rate of engineering dealers is high, and the market reputation is high. But the enterprise still cannot find the target customer group that belongs to oneself truly. This paper first describes the general situation of the market and investigates the development of competitors to help AN to understand the market and competitive environment. Secondly, this paper uses the theory of marketing, through the way of market research to understand the needs of customers in all aspects, using the rapid clustering method to collect a large number of information for clustering analysis, According to the approximate degree of attributes, the customers of the engineering market are divided into several categories, and at the same time combined with AN's own conditions and market objectives to help enterprises find their own target market, In this way, you can focus on the company's resources. In the aspect of marketing channel construction, we hope to use the method of large account management to contact the target customers more directly than to rely mainly on the way of engineering dealers in the past. On the product side, I hope that after understanding the technical and price requirements of the target customer, we will recombine all the product lines under the company and adjust the price of the product. Through the research and analysis of this paper, it is hoped that AN will be able to successfully formulate its marketing strategy in the decorative coatings engineering market and lay a solid foundation for the future development of the enterprise in the domestic market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.72
本文编号：2410042
[Abstract]:After entering China in 1990s, latex paint as a decorative product is being accepted by domestic consumers. At the same time, due to the rapid development of the domestic building materials industry in recent years, and the relatively low threshold of capital investment, a large number of enterprises have also invested in the decorative coatings industry, resulting in the domestic decorative coatings market competition is becoming increasingly fierce. The engineering project market of decorative paint and retail market have very big difference, the customer is not ordinary consumer, and mostly is large and medium-sized enterprise, and the industry distribution is wider, include real estate group, factory, government, school and so on enterprise and institution. The demand of these customers is more diversified than the ordinary consumers, consumption patterns are more rational, in this market, decorative paint has more industrial characteristics. At present, it is a relatively difficult task for domestic decorative paint enterprises to formulate marketing strategies for engineering projects. The market and competitive environment are more complex, and many companies' marketing strategies are relatively passive in this market. AN is a multinational group headquartered in the Netherlands. Its paint business is the largest in the world for seven consecutive years. As a leading paint group in the world, AN has gradually increased its investment in China in recent years, and the headquarter is very optimistic about the domestic market, hoping to become one of the strongest decorative coatings manufacturers in China within 3 years. At present, in the domestic retail market, AN has been unable to compete fully with enterprises such as Ribbon and Bonenmen in a short period of time, because the capacity of decorative coatings engineering market is no less than that of the retail market. Therefore, this paper hopes to design a good marketing strategy to help it get a breakthrough in the domestic engineering market, so as to achieve the goal of market investment. Although AN has a certain foundation in the decorative paint engineering market at present, there are still some deficiencies in market positioning, dealer management and product mix. The loss rate of engineering dealers is high, and the market reputation is high. But the enterprise still cannot find the target customer group that belongs to oneself truly. This paper first describes the general situation of the market and investigates the development of competitors to help AN to understand the market and competitive environment. Secondly, this paper uses the theory of marketing, through the way of market research to understand the needs of customers in all aspects, using the rapid clustering method to collect a large number of information for clustering analysis, According to the approximate degree of attributes, the customers of the engineering market are divided into several categories, and at the same time combined with AN's own conditions and market objectives to help enterprises find their own target market, In this way, you can focus on the company's resources. In the aspect of marketing channel construction, we hope to use the method of large account management to contact the target customers more directly than to rely mainly on the way of engineering dealers in the past. On the product side, I hope that after understanding the technical and price requirements of the target customer, we will recombine all the product lines under the company and adjust the price of the product. Through the research and analysis of this paper, it is hoped that AN will be able to successfully formulate its marketing strategy in the decorative coatings engineering market and lay a solid foundation for the future development of the enterprise in the domestic market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.72
【引证文献】
相关硕士学位论文 前1条
1 毛小红;韩国AB集团中国公司PVC塑胶地板营销策略研究[D];西南财经大学;2011年
，本文编号：2410042
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