【作者】 田军；

【导师】 刘颖琦；

【作者基本信息】 北京交通大学 ， 工商管理， 2010， 硕士

【摘要】 涂料是国民经济各部门不可缺少的配套材料,广泛应用于各类建筑物、各种工业制品(如飞机、火箭、人造卫星、汽车、船舶、机械电子和轻工家电等)的装饰保护以及各类钢铁设施(如码头、海洋石油钻井平台、石油化工装备、输送管道、输变电塔和桥梁等)的防腐保护。随着国民经济的发展和人民生活水平的提高,涂料的应用范围不断扩大。涂料的消费水平已成为一个国家经济发展水平的重要标志之一。世界涂料行业已经走过了高速发展时期,进入成熟期。并且发达国家市场己趋饱和,发展中国家和地区由于巨大的市场潜力成为大公司竞争的焦点。立邦在中国涂料市场产销量虽然暂居第一,但是随着近年世界涂料巨头ICI(多乐士)、阿克苏诺贝尔(莱威)、PPG(大师)、杜邦等开始进军中国市场,立邦在中国市场地位受到严重威胁。这些公司国际上品牌知名度远远超过立邦,资金实力也是大大强于立邦,并有着丰富的管理经验和成熟的营销模式。本文试图利用MBA课程的PEST及SWOT等理论知识,结合自身在行业中的工作实践,通过对立邦公司在中国的营销渠道策略的描述和分析,对国内外涂料行业状况的分析,对国内宏观经济环境的分析,对国内现有的几大竞争品牌的营销渠道策略的描述和分析,从零售渠道、批发渠道、木器漆渠道、家装公司渠道、大卖场渠道等方面的销售策略来分析立邦现有操作的优势及问题,并对今后的营销策略提出建议。并以此来给国内本土企业品牌化发展和如何建立完善有效的终端零售渠道提出建议。更多还原

【Abstract】 This article is a case analysis report, and actual unifies the method through the modern marketing theory, analyses the channel strategy of NIPPONPAINT (China) limited company in China’s marketing.This article first carries on the simple description to the domestic and foreign coating profession background, introduced the NIPPONPAINT company in China’s development course and the marketing channel strategy three development phase:The market enters the stage, the scale expansion stage, the brand promotion stage; Next introduced in detail at present sets up the NIPPONPAINT company in China’s four main marketing channel:The chain retail sales channel, wholesales the channel,1687 product application situation, center channel, supermarket macroscopic and the and the decoration company channel present again microscopic environment analysis, mainly is the Chinese through coating profession analysis and the consumer behavioral has carried on the summary using the SWOT analytic method opposition NIPPONPAINT company’s superior inferiority; Discovers at present to set up the nation company and proposes the improvement program in China’s marketing channel strategy main question; Finally through will NIPPONPAINT company from now on to put forward the proposal in China’s marketing channel strategy change to the national coating profession development.This article discovered through the apply theory to reality method and the contrast analytic method has set up the question which the NIPPONPAINT company in the marketing channel strategy exists at present:The exclusive agency cost increases, under business agent profit; The wholesale channel product price is not unified, market disorder; The application center is unable to display its service function completely, 1687 product business agent status is not clear about; supermarket upscale product sale proportion to be low; The decoration company channel has not been clear about the channel strategy. Proposed in view of these questions the channel strategy maintains consistently with the core competitive power, through suggestions and so on merger and acquisition enhancement channel construction.更多还原