發(fā)布時間：2018-03-20 12:24

  本文選題：工業(yè)涂料　切入點：價值營銷　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：中國涂料市場在經(jīng)過多年的快速發(fā)展之后,2016年我國涂料總產(chǎn)量達到1899.78萬噸,中國已成為涂料生產(chǎn)大國和應用大國。外資企業(yè)的市場占有率約45%,而且中高檔產(chǎn)品市場幾乎被外企壟斷,特別是工業(yè)涂料領(lǐng)域,更是讓國內(nèi)企業(yè)難以抗衡。近年來,世界涂料巨頭到處在中國擴張圈地,國內(nèi)的本土涂料企業(yè)被受到排擠,行業(yè)巨頭已開始出現(xiàn),并開始擁有產(chǎn)業(yè)發(fā)展方向和競爭門檻的定義權(quán)。再加上原材料、物流漲價、環(huán)保壓力等原因?qū)е吕麧櫩臻g不斷受到壓縮,國內(nèi)涂料企業(yè)已是步履維艱。M公司作為國內(nèi)工業(yè)涂料行業(yè)的一員,近五年來也陷入銷售額難以突破的困境。在涂料市場逐漸走向成熟,國內(nèi)大企業(yè)或優(yōu)勢企業(yè)快速發(fā)展,試圖做大做強,努力建立自己的領(lǐng)地和市場地位的情況下,如何走出自己的特色,提高自身競爭力,如何通過對自身問題的解決找出企業(yè)的發(fā)展之路,迅速突破瓶頸,如何在近年來復雜多變、競爭殘酷的工業(yè)涂料市場中生存并發(fā)展起來,是M公司需要迫切解決的問題。本文對工業(yè)涂料各熱點市場進行了詳細分析,找出每個工業(yè)涂料熱點行業(yè)的市場競爭情況,并對各個市場的前景進行了預測,找出了M公司應重點參與的市場方向。本文從價值營銷的角度對如何從提高顧客價值的角度找出企業(yè)的問題,分析了工業(yè)涂料市場的各個價值驅(qū)動因素。結(jié)合M公司的現(xiàn)狀對各個價值驅(qū)動因素進行了調(diào)整。本文還針對企業(yè)的現(xiàn)狀對營銷的人力資源保障和質(zhì)量保障提出了整改建議。本文分為了六個部分,第一部分闡述了論文產(chǎn)生的背景,簡單介紹了公司面臨的困境及現(xiàn)狀,提出了文章研究的方法和思路及論文框架;第二章是通過研讀國內(nèi)外相關(guān)文獻,分析了市場營銷研究現(xiàn)狀,分析了顧客價值、價值營銷等相關(guān)理論,并舉例說明典型企業(yè)價值營銷情況;第三部分是工業(yè)涂料市場分析,分析了工業(yè)涂料的種類、技術(shù)發(fā)展趨勢、工業(yè)涂料市場容量及現(xiàn)在工業(yè)涂料市場供應商情況;第四部分是M公司基于客戶價值的營銷策略優(yōu)化,分析現(xiàn)階段公司的優(yōu)勢、劣勢等營銷問題及現(xiàn)階段展開價值營銷的問題;引出了工業(yè)漆市場顧客價值的探索、創(chuàng)造和交付的分析;第五部分是對推動價值營銷的人力資源保障及質(zhì)量保障進行了剖析,從而引出第六部分論文結(jié)論和展望。
[Abstract]:After years of rapid development, the total output of coatings in China reached eighteen million nine hundred and ninety-seven thousand and eight hundred tons in 2016. China has become a large country in paint production and application. The market share of foreign-funded enterprises is about 45.4%, and the market for medium-to-high-grade products is almost monopolized by foreign enterprises, especially in the field of industrial coatings, which makes it difficult for domestic enterprises to compete in recent years. The world's paint giants are expanding everywhere in China, and domestic paint enterprises are being squeezed out. Industry giants have begun to emerge, and they have the right to define the direction of industry development and the threshold of competition. In addition, raw materials, logistics prices, Due to environmental pressure and other reasons, profit margins have been continuously compressed. Domestic paint companies have been struggling. M Company as a member of the domestic industrial paint industry, In the past five years, we have also been caught in a dilemma where the sales volume is difficult to break through. When the paint market is gradually maturing, the domestic large or superior enterprises are developing rapidly, they are trying to become bigger and stronger and strive to establish their own territory and market position. How to get out of their own characteristics, how to improve their competitiveness, how to solve their own problems, how to find out the way of development of enterprises, how to quickly break through the bottleneck, how to be complex and changeable in recent years, It is an urgent problem for M Company to survive and develop in the ruthless competitive industrial paint market. This paper analyzes the hot spot market of industrial coatings in detail, and finds out the market competition of each hot industrial paint industry. The prospect of each market is forecasted, and the market direction in which M company should focus on participation is found. From the perspective of value marketing, this paper discusses how to find out the problems of enterprises from the angle of improving customer value. The value driving factors of the industrial paint market are analyzed, and the value driving factors are adjusted according to the current situation of M Company. The human resource guarantee and quality assurance of marketing are also put forward in view of the present situation of the enterprises. This paper is divided into six parts. The first part describes the background of the paper, briefly introduces the plight of the company and the current situation, puts forward the research methods and ideas and the framework of the paper; the second chapter is through the study of relevant literature at home and abroad. This paper analyzes the current situation of marketing research, analyzes the relevant theories of customer value and value marketing, and illustrates the typical enterprise value marketing situation with examples. The third part is the market analysis of industrial coatings, and analyzes the types of industrial coatings. Technology development trend, industrial paint market capacity and current industrial paint market suppliers; 4th part is M company based on customer value marketing strategy optimization, analysis of the advantages of the company at this stage, The disadvantages and the problems of value marketing at the present stage; the analysis of customer value, creation and delivery of industrial lacquer market; part 5th is an analysis of the human resources and quality assurance to promote the value marketing. The conclusion and prospect of 6th parts of the thesis are introduced.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.7

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