本文選題：華潤(rùn)涂料 + 差異化營(yíng)銷�。� 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：“競(jìng)爭(zhēng)戰(zhàn)略之父”邁克爾·波特指出,企業(yè)要想在市場(chǎng)競(jìng)爭(zhēng)中生存,要么具有成本優(yōu)勢(shì),要么實(shí)行差異化戰(zhàn)略,有差異才能有市場(chǎng),才能在同行業(yè)競(jìng)爭(zhēng)中立于不敗之地。在中國(guó)涂料市場(chǎng),涂料產(chǎn)品也正作為一種生活方式的存在元素越來(lái)越受到消費(fèi)群的強(qiáng)化,但受產(chǎn)能過(guò)剩、產(chǎn)品同質(zhì)化、以及原材料漲價(jià)等諸多原因影響,快速擴(kuò)張勢(shì)頭放緩,接下來(lái)的市場(chǎng)營(yíng)銷,必然是差異化的營(yíng)銷。 筆者多年來(lái)在華潤(rùn)涂料企業(yè)的營(yíng)銷工作中,深深感受到涂料營(yíng)銷差異化的重要以及差異化策略的選擇困難。傳統(tǒng)的市場(chǎng)細(xì)分方法,對(duì)當(dāng)前的涂料差異化營(yíng)銷,起到的作用是微小的。 本文以價(jià)值鏈理論、營(yíng)銷價(jià)值鏈理論為基礎(chǔ),對(duì)華潤(rùn)涂料企業(yè)進(jìn)行分析,構(gòu)建了差異化營(yíng)銷價(jià)值鏈模型。該模型以顧客需求即顧客價(jià)值發(fā)現(xiàn)為起點(diǎn),經(jīng)過(guò)價(jià)值界定、價(jià)值創(chuàng)造、價(jià)值傳遞把產(chǎn)品和服務(wù)送到顧客手中。它與以往營(yíng)銷價(jià)值鏈的不同在于：差異化營(yíng)銷價(jià)值鏈模型增加了顧客價(jià)值轉(zhuǎn)化,形成了一條由制造商、經(jīng)銷商、顧客共同參與的閉合循環(huán)的價(jià)值增值鏈條。 本文按這一模式的要求,首先設(shè)計(jì)調(diào)查問(wèn)卷,進(jìn)行市場(chǎng)調(diào)研,取得華潤(rùn)涂料(福建區(qū)域)的市場(chǎng)調(diào)研數(shù)據(jù)；然后通過(guò)顧客價(jià)值分析,為華潤(rùn)涂料的企業(yè)差異化營(yíng)銷尋找精準(zhǔn)的定位；最后結(jié)合華潤(rùn)涂料(福建區(qū)域)的分析結(jié)果,為華潤(rùn)涂料在這一區(qū)域的差異化營(yíng)銷進(jìn)行了策略選擇。 本文針對(duì)華潤(rùn)涂料的差異化營(yíng)銷,綜合應(yīng)用價(jià)值鏈理論和相關(guān)市場(chǎng)營(yíng)銷理論,構(gòu)筑了差異化營(yíng)銷價(jià)值鏈模型,并通過(guò)差異化營(yíng)銷策略的設(shè)計(jì)幫助華潤(rùn)涂料(福建區(qū)域)提高市場(chǎng)競(jìng)爭(zhēng)力,具有很強(qiáng)的現(xiàn)實(shí)意義。同時(shí),筆者也希望能夠?qū)ν袠I(yè)或在類似地區(qū)開(kāi)展業(yè)務(wù)的企業(yè)在選擇差異化營(yíng)銷策略時(shí)提供借鑒和參考。
[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.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F274

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本文編號(hào)：1934229