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| 论文编号： | 2134 | |
| 作者编号： | 2220070779 | |
| 上传时间： | 2010/1/18 15:58:27 | |
| 中文题目： | 龙牌漆渠道建设过程中的广告策略研究 | |
| 英文题目： | 龙牌漆渠道建设过程中的广告策略研究 | |
| 指导老师： | 马连福 | |
| 中文关键字： | 龙牌漆 乳胶漆 渠道建设 广告宣传 | |
| 英文关键字： | Long Paint Emulsion Paint Distribution Agent Construction, advertisement | |
| 中文摘要： | 随着中国城市化建设的快速发展，以乳胶漆为代表的建筑涂料市场不断扩大，目前遍布全国各个地区的乳胶漆工厂有数千家。市场扩大的同时，涂料市场品牌林立，竞争激烈。以洋品牌为主导的涂料市场格局逐渐形成，涂料行业的市场自发性整合行为也在不断发生。涂料作为建筑装饰材料中的一种装饰产品，在涂料各营销环节中，销售终端渠道建设为决定涂料品牌存亡成败的关键性因素。在目前国内市场上，渠道建设成功的品牌，其品牌影响力节节上升，市场份额越来越大，呈现出良性循环的经营局面；相反，渠道建设不畅的企业，基本不能保证经营的稳定性，多数仅靠一些固定关系客户维持其生存，因为渠道所限，市场拓展的潜力很小。 渠道建设是一个持续性综合性项目，渠道建设过程中离不开广告的配合与支持。本文以龙牌漆为对象，着重研究渠道建设中的广告策略，论述了广告策略选择对渠道建设的支持作用，并将龙牌漆的渠道建设分为渠道建设初期、渠道建设培养期和渠道建设成熟期三个阶段，阐述了不同阶段中龙牌漆广告的投入方式及对渠道建设的支持作用，使广告策略的选择发挥出支撑龙牌漆渠道建设顺利开展作用。 本研究有助于为龙牌漆在市场经营中选择合适的广告策略，对渠道建设工作的顺利开展具有较大的参考价值。同时把广告策略作为渠道建设的战术性工具的研究对市场营销理论的发展具有一定的创新意义 | |
| 英文摘要： | In the present years, the real estate industry has developed very fast. With the growth of the real estate industry, the market of paint, which is one kind of material of decoration, is becoming bigger and bigger. Many international brands of emulsion paint came into china so that more and more paint companies compete intensely for profit of the market. How does the Long paint compete with other paint companies by constructing distribution agent and advertisement? This study focused on how to build the national paint sales network at the limited cost on propaganda by studying paint industry condition and market theory. As an affiliated enterprise of Beijing New Building Materials Experimental Plant (BNBM), Long paint factory has built in 2000. Long paint factory has advanced production equipments which can bring a total output value of 60000 tons every year and make the performance of paint excellent. In the market, while the well-known brands of emulsion paint construct the distribution agent, they will concern with different levels of the market. This paper studied the paint market and found that the Long paint should recruit those distribution agents of other paint companies and bnbm products such as gypsum board. When the Long paint company chooses distribution agents, it should also concern about the personality of the operators and position of the agents. According to the competition with other paint companies, Long Paint Company should attract and keep the agents by the profit which Long paint could bring to them. This paper found that many emulsion paint promoted their products by advertisement, which it is a waste of money found in market research. In order to promote Long paint to the maximums extent, the company would take different strategy of advertisement in different phrases of distribution agent construction. In the early phrase, the company should promote the culture of enterprise and the product, while in the later phrase the will of the agents should take part into the products promotion program. Charm of enterprise should be taken into consideration in the maturity of the construction. | |
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