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论文编号：	12975
作者编号：	2320180321
上传时间：	2021/12/16 10:05:43
中文题目：	基于价格趋势分析的P公司工业涂料市场价格策略研究
英文题目：	Research on Price Strategy of P Company''''s Industrial Coatings Market Based on Price Trend Analysis
指导老师：	严建援
中文关键字：	工业涂料；价格趋势；价格策略；市场营销
英文关键字：	Industrial coatings; price trend; price strategy; marketing
中文摘要：	中国改革开放四十多年以来，随着中国经济的高速发展，国家综合实力日益强大，中国已经是全球第二大经济体，内需市场仍然潜力巨大。而工业制造业作为第二产业，是中国经济的基础，也是中国从农业社会转型到工业社会的重要发展领域。涂料行业作为制造业中的重要一环，其发展很大程度上反映了我国工业的发展情况。随着改革开放的不断深入，国外涂料企业在华逐步投入资金与技术，自九十年代开始布局国内市场，在初期凭借自身技术实力和品牌优势，在汽车涂料、工业涂料等细分领域占领了国内大部分的市场。 P公司作为全球领先的涂料制造商，于90年代进入中国后，深耕中国涂料市场，以产品质优、服务全面著称，P公司产品价格在同类产品中处于较高位置，以至于行业内形成了P公司价格高的共识。在发展初期凭借高质量的产品占有高端市场，并在特种涂料应用方面占据主导地位。但随着竞争日益激烈，产品同质化问题开始显现。近年来几乎在所有的大型客户都面临着竞争对手的挑战，形式严峻。P公司作为老牌外资企业，在市场营销方面既有自己得天独厚的优势，例如全球资源整合和品牌效应等，又有调整缓慢、相比对手缺乏灵活营销手段等弊端。近年来出现销售额节节攀升，但利润却在逐渐下降的尴尬局面。本文以P公司工业涂料市场为目标，以典型的工程机械客户为例，力求通过市场价格趋势的研究分析，制定科学的定价策略，为P公司找出健康发展的道路。 本文对当前P公司在中国国内市场的现状进行简述，同时使用迈克尔波特五力分析、SWOT优劣势分析和PEST宏观环境分析对P公司工业涂料在中国市场当前的竞争现状进行分析。使用STP细分市场理论对目标市场客户的特点和需求进行阐述，为后期不同的定价策略打下基础。最后通过总成本定价法、产品差异定价法和基于竞争对手的定价策略综合运用到投标定价法上，以达到赢得客户的同时产品利润最大化的目的。通过以上的分析研究，对于P公司国内工业涂料的产品定价策略提供指导依据，使P公司在日益激烈的市场竞争中提高企业竞争力，巩固企业的领导地位，确保企业健康良性发展。
英文摘要：	Since China's reform and opening up for more than 40 years, with the rapid development of China's economy, the country's comprehensive strength has become increasingly strong. China is already the world's second largest economy, and the domestic demand market still has huge potential. As a secondary industry, industrial manufacturing is the foundation of China's economy and an important development area for China's transformation from an agricultural society to an industrial society. As an important part of the manufacturing industry, the development of the coating industry largely reflects the development of my country's industry. With the continuous deepening of reform and opening up, foreign coatings companies have gradually invested capital and technology in China. Since the 1990s, they have begun to deploy the domestic market. In the early stage, relying on their own technical strength and brand advantages, they occupied the automotive coatings, industrial coatings and other subdivisions. Most of the domestic market. As the world’s leading paint manufacturer, P company entered China in the 1990s and has been deeply involved in the Chinese paint market. It is known for its high-quality products and comprehensive services. The price of P company’s products is relatively high among similar products, so that the industry has formed Consensus that company P has a high price. In the early stage of development, it occupied the high-end market with high-quality products and occupied a leading position in the application of special coatings. However, with the increasingly fierce competition, the problem of product homogeneity has begun to emerge. In recent years, almost all large-scale customers have faced challenges from competitors in severe forms. As an established foreign-funded enterprise, Company P has its own unique advantages in marketing, such as global resource integration and brand effect, but also has disadvantages such as slow adjustments and lack of flexible marketing methods compared to rivals. In recent years, there has been an embarrassing situation in which sales have risen steadily, but profits are gradually declining. This article takes P company’s industrial coatings market as the target, taking typical construction machinery customers as an example, and strives to formulate a scientific pricing strategy through the research and analysis of market price trends, so as to find a healthy development path for P company. This article briefly describes the current status of P company in the Chinese domestic market, and uses Michael Porter's five forces analysis, SWOT analysis of advantages and disadvantages and PEST macro environment analysis to analyze the current status of P company's industrial coatings in the Chinese market. Use STP market segmentation theory to explain the characteristics and needs of target market customers, and lay the foundation for different pricing strategies in the later period. Finally, the total cost pricing method, product differential pricing method and competitor-based pricing strategy are comprehensively applied to the bid pricing method to achieve the goal of maximizing product profits while winning customers. Through the above analysis and research, it provides guidance for P company's domestic industrial coating product pricing strategy, so that P company can improve its competitiveness in the increasingly fierce market competition, consolidate its leading position, and ensure its healthy and healthy development.
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