AN公司裝飾涂料工程項目的營銷策略研究
發(fā)布時間：2019-01-17 12:06
【摘要】： 隨著立邦和卜內(nèi)門太古等國外裝飾涂料企業(yè)在上世紀九十年代進入中國后,乳膠漆作為一個裝飾產(chǎn)品正被廣大國內(nèi)家庭消費者所接受。與此同時由于國內(nèi)建材業(yè)近幾年發(fā)展速度很快,而且資金的投入門檻相對較低,大量的企業(yè)也投入到裝飾涂料行業(yè)從而導(dǎo)致目前國內(nèi)裝飾涂料市場的競爭日趨激烈。 裝飾涂料的工程項目市場與零售市場有非常大的區(qū)別,客戶并不是普通的消費者,而多為大中型企業(yè),且行業(yè)分布較廣,包括房地產(chǎn)集團,工廠、政府、學校等企事業(yè)單位。這些客戶的需求相對普通消費者更為多元化,消費方式也更趨于理性,在這一市場上,裝飾涂料具備更多的工業(yè)品特征。目前國內(nèi)裝飾涂料企業(yè)在制定工程項目市場的營銷策略是一項相對困難的任務(wù),市場和競爭環(huán)境都較為復(fù)雜,許多公司的營銷策略在這一市場都顯得較為被動。 AN公司是一家總部坐落在荷蘭的跨國集團,其涂料業(yè)務(wù)部門的銷量連續(xù)7年世界第一。作為一個全球領(lǐng)先的涂料集團,AN公司近幾年來在中國的投入逐步增大,總部對國內(nèi)市場的前景也非�？春�,希望通過努力能在3年內(nèi)成為國內(nèi)最強的裝飾涂料生產(chǎn)企業(yè)之一。而在目前國內(nèi)的零售市場上,AN公司在短時間內(nèi)已經(jīng)無法像與立邦和卜內(nèi)門這類的企業(yè)展開全面競爭,由于裝飾涂料工程市場的容量并不亞于零售市場,因此本文希望通過設(shè)計一個好的營銷策略幫助其在國內(nèi)工程市場獲得突破,從而達到企業(yè)的市場投資目標。 AN公司在裝飾涂料工程市場目前雖然有一定的基礎(chǔ),但是在市場定位、經(jīng)銷商的管理和產(chǎn)品組合上仍有一定的欠缺,工程經(jīng)銷商的流失率較高,市場聲譽雖然較高,但企業(yè)始終不能找到真正屬于自己的目標客戶群。本文首先對市場大致情況進行描述,并對競爭對手的發(fā)展動態(tài)進行調(diào)查,通過這些信息來幫助AN公司了解企業(yè)的市場和競爭環(huán)境。其次本文運用市場營銷學的理論,通過市場調(diào)查的方式了解客戶的各方面的需求,利用快速聚類方法將收集到的大量信息進行聚類分析,根據(jù)屬性的近似度將工程市場的客戶分為幾類,并且同時結(jié)合AN公司自身的條件和市場目標幫助企業(yè)找到屬于自己的目標市場,這樣就可以集中公司的資源對這其進行重點工作。在營銷渠道建設(shè)方面,希望通過運用大客戶管理的方法,更多地與目標客戶直接接觸,而不是以往主要依靠工程經(jīng)銷商的方式。在產(chǎn)品方面,希望在了解目標客戶在技術(shù)和價格方面的需求后,對公司下屬所有的產(chǎn)品線進行重新組合,對產(chǎn)品的價格進行調(diào)整。 通過本文的研究和分析,希望能夠幫助AN公司成功地制定其在裝飾涂料工程市場的營銷策略,為企業(yè)在國內(nèi)市場今后的發(fā)展打下堅實的基石。
[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.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F426.72
本文編號：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.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F426.72
【引證文獻】
相關(guān)碩士學位論文 前1條
1 毛小紅;韓國AB集團中國公司PVC塑膠地板營銷策略研究[D];西南財經(jīng)大學;2011年
，本文編號：2410042
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