明辰振邦营销战略研究

【作者】 杜洪艳；

【导师】 王雪华；

【作者基本信息】 大连理工大学 ， 工商管理， 2002， 硕士

【摘要】 明辰振邦公司作为国家重点高新技术企业，是目前中国最大的氟涂料供应商，其主导产品—“振邦”氟碳漆已在市场上占据了主要份额，且有了品牌基础。随着内、外部环境的变化，明辰振邦公司在营销方面面临着物流半径过大、产品结构单一等方面的问题，因此有必要重新明确该公司具有的优势和劣势、面临的机遇和威胁，并制定相应的营销战略，以保证公司获得持久的竞争优势，快速稳定地发展。 本文通过对明辰振邦公司外部环境的分析，明确了企业面临的主要机遇有：国家政策对生产高档涂料的支持、高档涂料具有的广阔的发展空间、进入壁垒较难所赢得的发展时间、处于国际领先地位的氟涂料的技术、缺少国内涂料品牌所具有的创造品牌的机遇。面临的主要威胁有：因环保要求，溶剂性的氟涂料有限量生产的趋势、国外知名品牌(如立邦)在建筑市场上的竞争力较强；特种涂料的快速发展，对于氟涂料在特殊行业的优势地位构成威胁；主要原材料的供应商的唯一性，对氟涂料的生产规模扩大造成威胁。 通过对明辰振邦公司内部环境的分析，识别了企业具有的主要优势有：具有国际领先地位的氟涂料的专有技术、水性氟涂料的技术优势、已经具备的品牌优势、已有一定规模的营销网络优势。主要劣势有：人力资源储备不足、生产设备相对落后、调色系统力量薄弱、物流半径过大、产品结构较单一、经销商网络较脆弱。 在对公司内、部环境详尽、透彻的分析基础上，综合运用所学的管理知识，制定了适合明辰振邦公司发展的营销战略目标和相应的4P组合，即(1)完善产品结构：中档氟碳漆和水性氟碳漆尽快上市、用OEM方式帖牌生产配套产品及其他品种涂料；(2)制定适宜的价格策略，包括配套产品及OEM产品定价；(3)构建开放式营销网络，进行渠道建设；(4)采取多种促销手段，以广告宣传、联合促销、对经销商促销等方式进行市场推广。并制定了构建开放式生产网络、开放式科研网络、信息系统网络、和四级技术服务网络等组织保障措施，建立氟涂料万吨厂的生产保障措施，人力资源的开发与管理保障措施，制度及文化建设的保障措施，以保障明辰振邦公司的营销战略最终得以实现。更多还原

【Abstract】 As the national key new high-tech enterprise, Mansion Zebon Company is the biggest Fluorocarbon Paint supplier at present in China. It’s leading product-Zebon Fluorocarbon Paint has already occupied main share on the market and had foundation of brands. With the change of the environment of inside and outside, Mansion Zebon Company is facing the problem in marketing field, such as product structure is single, the material flow is too long in radius, etc. So it is necessary to define the advantage and inferior position that the company has, the opportunity and threat that the company faces, and makes the corresponding marketing strategy, so as to ensure that the company obtains the lasting competition advantage, and develops steadily fast.Through an analysis of Mansion Zebon Company’s external environment, this text defines the main opportunity that the company faces: the support of policy, wide development space, the barrier of entrance, advance technology, and the opportunity of forge coating brand. The main threat that the company faces: the trend of limited quantity for solvent based coating, the relatively strong competitiveness of the foreign well-known brand (such as Nippon) on the market of building, the threat form the fast develop of the special coating, and the uniqueness of the supplier of the main raw material.Through an analysis of Mansion Zebon Company’s internal environment, this text discerns the main advantage that the company has: exclusively-owned technology with Fluorocarbon Paint of first place in the world, technology of water based fluorine coating, brand advantage and marketing network advantage. The main inferior position that the company has: the production equipment is relative to lays behind, mixes colors systematic strength is weak, product structure is single, the material flow is too long in radius, and the distributor’s network is relatively fragile.Under detailed and thorough analysis of internal and external environment condition of Mansion Zebon Company, using the managerial knowledge studied synthetically, this text makes the marketing strategic that fits the development of the company, and corresponding 4P combination: that is (1) perfect the product structure, the middle-grade fluorine coating and aqueous-solution fluorine coating merchandise as quickly as possible, produce auxiliary products and variety coating with OEM way. (2) make suitable price tactics, including auxiliary products and OEM product. (3) establish the open marketing network and build channel. (4) carry on marketing with many marketing tools, such as advertising, jointly promotes, promoting to the distributor, etc. At the same time, this text makes the organization’s guarantee measure on the way of building open produce network, open scientific research:network, information system network and four grades of technological service network. It also sets up production guarantee measure in factory of ten thousand of Fluorocarbon Paint, the guarantee of manpower resources system and cultural construction, so as to ensure that the marketing strategy of the company can be realized finally.更多还原