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论文编号：	11331
作者编号：	2320170329
上传时间：	2019/12/12 11:50:15
中文题目：	K公司水性涂料营销策略与实施研究
英文题目：	Research on marketing strategy and implementation of waterborne coatings for K company
指导老师：	邢金刚
中文关键字：	水性涂料；钢管行业；营销策略；品牌战略
英文关键字：	Waterborne coating; Steel pipe industry; Marketing strategy; Brand strategy
中文摘要：	进入二十一世纪，我国改革开放40多年，社会主义市场经济稳步发展，这其中我国的工业的快速发展带来了经济的持续高速增长，也致使自然环境急剧恶化。2014年近七分之一的国土频繁出现重度雾霾，其中工业生产中的涂料化工品也是雾霾产生的因素之一。加之近几年化工企业安全隐患突出，事故频发，国家和地方的环保部门密集出台了多项环保政策，安全监管部门对化工企业的安全监管也越来越严格。这也同时明确涂料的产业结构必须要优化升级，环保型涂料也进入了技术更新，高速发展的轨道。 K公司作为一家工业专业用油并且有100多年发展历史的公司，在全球钢管行业有着成熟的产品，尤其是钢管涂料产品拥有大量的应用经验。上世纪90年代K公司就已经进入中国市场，由于钢管用溶剂涂料发展成熟成本低，K公司的钢管用涂料没有在国内市场作为重点产品进行推广。随着国家相关政策的严格执行，环保型产品成为了未来工业行业发展的趋势，因此K公司将国外成熟的钢管用水性涂料产品引入国内进行发展。 在上述背景下，作者应用相关理论，从宏观层面和近几年钢管行业整体发展趋势为背景，对钢管行业用水性涂料当前市场情况和未来的发展趋势进行分析，探讨了K公司钢管用水性涂料产品相对于竞争者的优劣势，发展状况再结合当前我国钢管行业对水性涂料的要求，对其进行了市场细分，明确了其目标市场和市场定位。进而明确了K公司钢管用水性涂料的的战略目标，经过不同战略的对比，确定K公司的水性涂料产品未来重点走品牌战略。最终根据所选择的战略，从产品、价格、渠道、推广、服务这五个方面出发，结合K公司正在实施的CMS化学品管理策略制定了相应的营销策略。 论文最后对如何保证钢管行业水性涂料营销策略的实施，从公司组织结构、企业文化和人员保障、信息系统保障等方面阐述了与策略实施策略实施相关的保障。以保障公司的营销策略的顺利实施，最终能够完成K公司的营销策略的目标。
英文摘要：	Enters for the 21st century, China has been reforming and opening up for more than 40 years, and the socialist market economy has developed steadily. While the rapid change of industry in our country has brought about the phenomenal growth of economy, and has also caused a sharp deterioration in the natural environment. Severe haze frequently occurred in nearly one-seventh of the country in 2014. Coating chemicals in industrial production are also one of the factors that cause haze. In addition, in recent years, chemical enterprises have prominent safety hazards and frequent accidents. The national and local environmental protection departments have intensively introduced a number of environmental protection policies, and Safety supervision departments have also become increasingly strict in the safety supervision of chemical companies. This also clarifies that the industrial structure of coatings must be optimized and upgraded, and environmentally friendly coatings have also entered the track of technological updates and rapid development. As a company specializing in oil for industrial use and with a history of more than 100 years, K company has mature products in the global steel pipe industry, especially steel pipe coating products with a large number of application experience. In the 1990s, K Company has entered the Chinese market, because the solvent coating technology of steel pipes is mature and low in cost, K company's steel pipe coatings have not been promoted as key products in the domestic market. With the strict implementation of national policies, Environmentally friendly products have become the development trend of the industrial industry in the future. Therefore, K company has introduced foreign mature water-based coating products for steel pipes into China for development. In the above context, the author applies relevant theories, From the macro level and the overall development trend of the steel pipe industry in the recent years, the current market situation and future development trend of water-based coatings for the steel pipe industry are analyzed, The advantages and disadvantages of the water-based coating products of K company compared with competitors were discussed. The development status combined with the requirements of water-based coatings in China's Abstract III steel pipe industry, the market segmentation was carried out, and its target market and market positioning were clarified. Furthermore, the strategic objectives of K company's water-based coatings for steel pipes were clarified. After comparison of different strategies, it was finally determined that K company's water-based coating products will focus on brand strategy in the future. According to the selected strategy, from product, price, channel, promotion, service these 5 respects proceed, combined with the CMS chemical management strategy that K company is implementing to develop the corresponding marketing strategy. At the end of the thesis, how to ensure the implementation of marketing strategies for water-based coatings for the steel pipe industry is described in terms of company organizational structure, corporate culture and personnel security, information system security, and other aspects related to the implementation of strategy implementation strategies. In order to ensure the smooth implementation of the company's marketing strategy, the goal of K company's marketing strategy can be finally achieved.
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