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论文编号：	10636
作者编号：	2120163115
上传时间：	2018/12/7 18:11:23
中文题目：	PPG公司工业涂料营销战略研究
英文题目：	Reach on Marketing Strategy of PPG Company Industrial Coatings
指导老师：	刘建华
中文关键字：	营销战略;差异化战略;营销组合;涂料
英文关键字：	Marketing strategy;Differentiation strategy;Marketing mix;Coatings
中文摘要：	现阶段，国内经济发展态势趋于稳定，稳步优化结构布局，转型升级态势良好，整体上呈现出新的经济发展态势。近年来国内涂料行业在发展中面临诸多困境，但却有着里程碑式的意义。针对涂料行业环境保护问题，政府出台了一系列政策措施，传统的粗放模式必须变革，产业结构亟待优化，涂料业的发展必须以资源节约与环境保护为原则。在政策压力下，涂料产业淘汰落后产能步入加速年，同时由于市场萎靡，国内涂料工业产能扩张持续走高，促进了产业的集中化。在整体经济形态发生变化、呈现新特点的背景下，涂料业将迎来转型升级的难题。 传统的涂料企业很少考虑产品的营销与服务，随着市场经济竞争越来越激烈，才开始对营销服务慢慢重视起来，传统的涂料企业为了赢得市场份额压低产品价格打价格战，短期看可以赢得市场份额，但从长期的角度来看，打价格战不仅仅会影响企业自身的发展，还会影响整个涂料行业的发展。涂料企业如果想发展的长远发展的好必须实施品牌战略，确立企业的营销战略以及战略成功的实施将成为涂料行业的生存之源。 本文通过对政治、经济、社会、技术外部因素进行了分析对PPG工业涂料提供了参考意义；对内部环境的分析明确了公司发展的优势与机遇以及公司的劣势和迎难而上的挑战。从工业涂料的细分市场进行分析掌握细分市场的需求、需求点和未来发展的方向，从而明确了企业了市场定位、产品定位以及企业定位。明确企业定位后确立企业的战略目标，经过对不同战略的对比，确立PPG工业涂料未来要走差异化战略。
英文摘要：	In recent years, China's economic operation has shown overall stability, structural adjustment, steady progress, good momentum of transformation and upgrading, and macroeconomic development has entered a new normal stage. Looking at the Chinese coatings industry in recent years, although faced with the development dilemma, it has milestone significance. Relevant government departments have issued intensive environmental protection policies, indicating that the traditional coatings industry extensive economic growth mode must be changed, the industrial structure is facing optimization and upgrading, resource-saving and environment-friendly development is imminent. Under the pressure of environmental protection policy, the elimination of backward production capacity of coatings industry has stepped into an accelerated year, and the market is in a slump. However, the expansion of China's coatings industry is still at a high level, which further accelerates the process of industrial concentration. As the macro economy enters the new normal, the coatings industry is also faced with the confusion of transformation and upgrading. Traditional coatings enterprises seldom consider the marketing and service of their products. With the increasingly fierce competition in the market economy, they begin to pay more attention to the marketing service. Traditional coatings enterprises can win the market share in the short term in order to win the market share and depress the price of their products. But in the long term, they can win the market share. Grid warfare will not only affect the development of the enterprise itself, but also affect the development of the entire coating industry. If the coatings enterprises want to develop well in the long run, they must implement the brand strategy. The establishment of the marketing strategy and the successful implementation of the strategy will become the survival source of the coatings industry. Through the analysis of political, economic, social and technological external factors, this paper provides a reference for PPG industrial coatings. The analysis of internal environment clarifies the advantages and opportunities of the company's development, as well as the company's weaknesses and challenges. From the analysis of the market segmentation of industrial coatings to grasp the needs of the market segmentation, demand points and future development direction, so as to define the market positioning, product positioning and enterprise positioning. After defining the enterprise positioning, the strategic objectives of the enterprise are established. Through the comparison of different strategies, the differentiation strategy of PPG industrial coatings will be established in the future.
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