本文關(guān)鍵詞： 粉末涂料 關(guān)系營銷 利益相關(guān)方 營銷策略　出處：《西南財經(jīng)大學》2014年碩士論文　論文類型：學位論文

【摘要】：改革開放以來,中國建筑市場30多年持續(xù)繁榮,各種類型涂料市場需求量巨大。同時隨著大氣污染和自然環(huán)境的惡化,傳統(tǒng)有機溶劑型涂料的使用越來越受到嚴格的限制,環(huán)保型涂料受到市場的青睞,涂料行業(yè)的結(jié)構(gòu)正發(fā)生著深刻的變革。粉末涂料近年來連續(xù)保持10%以上增長率,未來應(yīng)用前景將會越來越廣闊。 粉末涂料屬于過程性工業(yè)品,直接需求方為建筑鋁材噴涂商,最終需求方為建筑業(yè)主方,營銷活動涉及到多個利益相關(guān)方和復雜的競爭環(huán)境,企業(yè)的營銷策略制定一直是件困難的任務(wù)。絕大部分粉末涂料廠家在營銷策略只是面向直接客戶建筑鋁材噴涂商,難以捕捉最終需求方的真實需求,在市場競爭中處于非常被動的狀態(tài)。 A公司是一家領(lǐng)先的跨國性粉末涂料公司,產(chǎn)品以技術(shù)先進和品質(zhì)穩(wěn)定著稱,在高端建筑領(lǐng)域備受推崇。面對中國巨大市場需求,公司總部不斷追加投資力度。截止2012年,A公司已經(jīng)上海建立亞太區(qū)研發(fā)中心,在深圳、蘇州、寧波、廊坊、武漢、成都建立了六家工廠。但由于中國區(qū)域市場環(huán)境與歐美地區(qū)差異明顯,A公司在歐美市場成熟的營銷策略應(yīng)用到中國并不能完全奏效。目前公司在中國的市場占有率保持領(lǐng)先,但與全球平均市場水平仍有較大差距,公司發(fā)展目標面臨著嚴峻的考驗。 本文論文研究的目的：應(yīng)用市場營銷理論、戰(zhàn)略管理理論,分析企業(yè)內(nèi)外部環(huán)境,結(jié)合中國市場環(huán)境的實際情況研究A公司營銷策略制定過程,總結(jié)公司營銷策略的成功因素以及存在的問題,進而提出改進建議。以期獲得國內(nèi)市場更大的突破,從而達到企業(yè)的市場目標：未來五年內(nèi)銷售額翻一番,營業(yè)指數(shù)達到全球平均市場水平,進一步增強在粉末涂料行業(yè)的領(lǐng)先優(yōu)勢。 本文最大創(chuàng)新點是利用關(guān)系營銷理論,分析研究粉末涂料的利益相關(guān)方的影響因素,對A公司銷售組織架構(gòu)：獵人工作模式的銷售前端和農(nóng)夫工作模式的銷售后端形成競爭優(yōu)勢差異化進行了深入剖析。A公司是跨國公司主動適應(yīng)不成熟市場的一個典型代表,希望本文研究能夠為相關(guān)行業(yè)的企業(yè)營銷策略提供案例參考。 本論文按照提出問題、分析問題和解決問題的邏輯關(guān)系,共分四章進行論述： 第一章：描述研究背景,目的意義,內(nèi)容和框架。 第二章：A公司的業(yè)務(wù)介紹,分析公司內(nèi)外部環(huán)境以及公司在行業(yè)中地位。 第三章：A公司營銷策略現(xiàn)狀和營銷理念、市場目標定位、銷售組織和流程、營銷組合中存在的問題。 第四章：對存在的營銷問題提出的改善建議。 結(jié)語：研究總結(jié),研究局限,未來展望。
[Abstract]:Since the reform and opening up, the construction market in China has continued to flourish for more than 30 years, and the demand for various types of coatings is enormous. At the same time, with the air pollution and the deterioration of the natural environment, the use of traditional organic solvent-based coatings is more and more strictly restricted. Environmental friendly coatings are favored by the market, and the structure of the coating industry is undergoing profound changes. Powder coatings have maintained a growth rate of more than 10% in recent years, and the future application prospects will be more and more extensive. Powder coating belongs to the process of industrial products, the direct demand side is the building aluminum spraying company, and the final demand side is the building owner side. The marketing activities involve multiple stakeholders and complex competitive environment. The marketing strategy of the enterprise has always been a difficult task. In marketing strategy, most of the powder coating manufacturers only face the direct customers of building aluminum sprayer, so it is difficult to capture the real demand of the final demand side. In the market competition in a very passive state. Company A is a leading multinational powder coating company, known for its advanced technology and stable quality, and highly respected in the field of high-end construction. As of 2012, the company has established a research and development center in the Asia-Pacific region in Shenzhen, Suzhou, Ningbo, Langfang, Wuhan, Chengdu has set up six factories. However, due to the obvious difference between China's regional market environment and that of Europe and the United States, the company's mature marketing strategy in Europe and the United States cannot be fully applied to China. At present, the company maintains a leading market share in China. However, there is still a big gap with the global average market level, the company's development goals are facing a severe test. The purpose of this paper is to apply marketing theory and strategic management theory to analyze the internal and external environment of enterprises, and to study the marketing strategy making process of company A according to the actual situation of Chinese market environment. This paper summarizes the successful factors of the company's marketing strategy and the existing problems, and then puts forward some suggestions for improvement, in order to obtain a greater breakthrough in the domestic market, thus achieving the enterprise's market goal: doubling the sales volume in the next five years, The business index reaches the global average market level, further strengthens the leading advantage in the powder coating industry. The greatest innovation of this paper is to analyze the influencing factors of the stakeholders of powder coatings by using the relational marketing theory. This paper analyzes the sales organization structure of company A: the front end of hunter work model and the marketing back end of farmer work model form competitive advantage differentiation. A company is a typical representative of multinational corporation to adapt to immature market actively. I hope this study can provide a case reference for the relevant industry marketing strategy. This thesis is divided into four chapters according to the logical relationship of problem raising, problem analysis and problem solving. The first chapter describes the background, purpose, content and framework of the research. Chapter 2: a business introduction, analysis of the company's internal and external environment and the company's position in the industry. The third chapter is about the current situation of marketing strategy and marketing idea, the orientation of market target, the sales organization and flow, and the problems in marketing mix. Chapter 4th: suggestions for improvement of existing marketing problems. Conclusion: research summary, research limitations, future prospects.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.92

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本文編號：1521033