BD公司的涂料助剂在中国市场的营销策略研究
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摘要
随着中国经济的飞速发展,中国涂料工业也随之蓬勃发展,而作为涂料的重要组成部分之一的助剂在八十年代开始就在行业内被广泛使用。国外助剂原材料厂商纷纷进驻中国,在中国开始布局生产或者销售网点。
BD公司就是在此背景下,成为第一批进入中国涂料行业的国外助剂供应商之一。经过在中国市场20多年的渗透,BD品牌不仅在全球知名,在中国涂料行业也成了无人不晓的品牌,并且占据了中国涂料行业助剂的主要市场份额。随着近年全球化工市场以及中国涂料市场的变化,BD在中国的发展也受到了一定阻力。
本文运用经典营销理论和分析方法,结合本人在涂料行业多年的实践经验,对BD公司在中国的发展现状和问题做了分析。其中,第三章主要分析了BD所处的涂料行业情况和涂料助剂市场现状,并通过4Rs (Relevancy关联、Reaction反应、Relationship关系和Reward回报)营销策略理论阐述了BD公司目前的营销策略现状和问题；在此基础上,第四章对BD公司随处的环境进行了五力模型分析和SWOT分析,就BD公司的市场细分和定位做了详细分析；接下来的第五章,针对目前的问题提出了对策建议。
希望通过此案例研究,能对BD公司在中国的发展起到一定的借鉴作用,并且希望以此也能够给精细化工品行业的营销策略改进带来一点启发。
Along with the rapid development of Chinese economy, coating industry of China get vigorous development. As an important component in coating formulation, additives were widely used from 1980s in China. Many foreign raw material suppliers entered into China in succession. They set offices or establish labs and plants in China.
Under this background, BD started to do business in China as one of first group of foreign chemical raw material suppliers. After 20 years marketing penetration, BD brand become very famous in Chinese coating industry besides in other countries, and now BD additives is the main player in Chinese coating additive market. But due to big fluctuation of global chemical market and great changes and development of China market, BD got some resistance of development in China market.
By using classical marketing theories and analysis methods, this thesis analyzed situation and problem in China of BD chemical company. In chapter 3, situation of coating industry BD Company stayed in and market situation of additives for coating were described; then, this paper stated current situation and problems of BD's marketing strategy while using 4Rs theory (Relevancy, Reaction, Relationship and Reward).
After that, Five-force model and SWOT model were used to analyze internal and external environment of BD; based on these environment analysis, Chapter 4 analyzed market segmentation and position of BD Company.
In Chapter 5, this thesis gives suggestions for BD's strategy problems of marketing.
This case study is expected to give some ideas on improving the development of BD company in China, and bring a little of inspiration on improving marketing strategy of fine chemicals.
BD公司就是在此背景下,成为第一批进入中国涂料行业的国外助剂供应商之一。经过在中国市场20多年的渗透,BD品牌不仅在全球知名,在中国涂料行业也成了无人不晓的品牌,并且占据了中国涂料行业助剂的主要市场份额。随着近年全球化工市场以及中国涂料市场的变化,BD在中国的发展也受到了一定阻力。
本文运用经典营销理论和分析方法,结合本人在涂料行业多年的实践经验,对BD公司在中国的发展现状和问题做了分析。其中,第三章主要分析了BD所处的涂料行业情况和涂料助剂市场现状,并通过4Rs (Relevancy关联、Reaction反应、Relationship关系和Reward回报)营销策略理论阐述了BD公司目前的营销策略现状和问题；在此基础上,第四章对BD公司随处的环境进行了五力模型分析和SWOT分析,就BD公司的市场细分和定位做了详细分析；接下来的第五章,针对目前的问题提出了对策建议。
希望通过此案例研究,能对BD公司在中国的发展起到一定的借鉴作用,并且希望以此也能够给精细化工品行业的营销策略改进带来一点启发。
Along with the rapid development of Chinese economy, coating industry of China get vigorous development. As an important component in coating formulation, additives were widely used from 1980s in China. Many foreign raw material suppliers entered into China in succession. They set offices or establish labs and plants in China.
Under this background, BD started to do business in China as one of first group of foreign chemical raw material suppliers. After 20 years marketing penetration, BD brand become very famous in Chinese coating industry besides in other countries, and now BD additives is the main player in Chinese coating additive market. But due to big fluctuation of global chemical market and great changes and development of China market, BD got some resistance of development in China market.
By using classical marketing theories and analysis methods, this thesis analyzed situation and problem in China of BD chemical company. In chapter 3, situation of coating industry BD Company stayed in and market situation of additives for coating were described; then, this paper stated current situation and problems of BD's marketing strategy while using 4Rs theory (Relevancy, Reaction, Relationship and Reward).
After that, Five-force model and SWOT model were used to analyze internal and external environment of BD; based on these environment analysis, Chapter 4 analyzed market segmentation and position of BD Company.
In Chapter 5, this thesis gives suggestions for BD's strategy problems of marketing.
This case study is expected to give some ideas on improving the development of BD company in China, and bring a little of inspiration on improving marketing strategy of fine chemicals.
引文
[1]迈克尔·波特.竞争战略.北京华夏出版社.2001
[2]哈罗德·孔茨,海因茨·韦里克.管理学国际视角.东北财经大学出版社.2010
[3]菲利普·科特勒.营销管理.清华大学出版社.2001
[4](美)艾略特.艾登伯格.4R营销：颠覆4P的营销新论.企业管理出版社.2006
[5]刘素芬.从4P、4C和4R的关系谈中国企业的营销创新.商业经济.2005.(2)
[6]皮圣雷.4RCP综合营销模型研究.全国商情·经济理论研究.2009,(22)：35-36
[7]景进安.从4P、4C营销理论到4R营销理论[J].北方经贸.2003,(11)：53—54.
[8]丁兴良.4E营销：工业品战略营销新模式.经济管理出版社.2008
[9]张俊峰.中小精细化工企业营销渠道策略分析.价值中国网.2010
[10]武东升,贾雅军.关于市场营销的新理念——4R理论理解和应用的探讨[J].生产力研究.2004,19(9)：189-191.
[11]余晓钟.4R——一种新的营销理论[J].管理现代化.2001,(5)
[12]林起提.化工产品市场营销策略研究.中小企业管理与科技.2010(28)：59-60
[13]赵金榜.“后危机”时代下的中国涂料工业发展.中国涂料.2010
[14]皮泊斯(美),容格斯(美).客户关系管理.中国金融出版社.2006
[15]李安学李一军.初探化工产品及其营销特性.化工进展CHEMICAL INDUSTRY AND ENGINEERING PROGRESS.2001,20(11)
[16]BD公司内部资料.BD公司第三方客户满意度调查报告.2009
[17]朱能志.窜货行为的主要原因分析和对策.财经界.2009(04)：21—23
[18]李桂华.产业市场营销的市场细分方法与模型研究.现代财经.2001(21)：55-57
[19]闫光.我国防腐涂料应用广泛市场潜力大.中国建材报.2011
[20]赵君,杨小刚,王光荣,贺鹏.海洋防腐涂料现状及市场前景.中国涂料.2006
[21]曾晋.木器涂料的现状及发展趋势.中国涂料.2002(10)
[22]云晓国.E公司涂料原材料分销渠道战略研究.复旦大学硕士论文.2009
[23]赵宁,吴丽旋.化工产品营销实务.科学出版社.2009
[24]菲利普R.凯特奥拉,玛丽C.吉利,约翰L.格雷厄姆.国际市场营销学.机械工业出版社.2010
[25]帕拉哈拉德,伊夫·多茨.跨国公司的使命——寻求经营当地化与全球一体化之均衡.华夏出版牡,2001
[26]陈魁.浅析化工企业的品牌营销策略.化工管理.2001(12)：71-72
[27]张敏.营销实践中的“窜货”现象与对策.滁州学院学报.2008.10(2)：66-67
[2]哈罗德·孔茨,海因茨·韦里克.管理学国际视角.东北财经大学出版社.2010
[3]菲利普·科特勒.营销管理.清华大学出版社.2001
[4](美)艾略特.艾登伯格.4R营销：颠覆4P的营销新论.企业管理出版社.2006
[5]刘素芬.从4P、4C和4R的关系谈中国企业的营销创新.商业经济.2005.(2)
[6]皮圣雷.4RCP综合营销模型研究.全国商情·经济理论研究.2009,(22)：35-36
[7]景进安.从4P、4C营销理论到4R营销理论[J].北方经贸.2003,(11)：53—54.
[8]丁兴良.4E营销：工业品战略营销新模式.经济管理出版社.2008
[9]张俊峰.中小精细化工企业营销渠道策略分析.价值中国网.2010
[10]武东升,贾雅军.关于市场营销的新理念——4R理论理解和应用的探讨[J].生产力研究.2004,19(9)：189-191.
[11]余晓钟.4R——一种新的营销理论[J].管理现代化.2001,(5)
[12]林起提.化工产品市场营销策略研究.中小企业管理与科技.2010(28)：59-60
[13]赵金榜.“后危机”时代下的中国涂料工业发展.中国涂料.2010
[14]皮泊斯(美),容格斯(美).客户关系管理.中国金融出版社.2006
[15]李安学李一军.初探化工产品及其营销特性.化工进展CHEMICAL INDUSTRY AND ENGINEERING PROGRESS.2001,20(11)
[16]BD公司内部资料.BD公司第三方客户满意度调查报告.2009
[17]朱能志.窜货行为的主要原因分析和对策.财经界.2009(04)：21—23
[18]李桂华.产业市场营销的市场细分方法与模型研究.现代财经.2001(21)：55-57
[19]闫光.我国防腐涂料应用广泛市场潜力大.中国建材报.2011
[20]赵君,杨小刚,王光荣,贺鹏.海洋防腐涂料现状及市场前景.中国涂料.2006
[21]曾晋.木器涂料的现状及发展趋势.中国涂料.2002(10)
[22]云晓国.E公司涂料原材料分销渠道战略研究.复旦大学硕士论文.2009
[23]赵宁,吴丽旋.化工产品营销实务.科学出版社.2009
[24]菲利普R.凯特奥拉,玛丽C.吉利,约翰L.格雷厄姆.国际市场营销学.机械工业出版社.2010
[25]帕拉哈拉德,伊夫·多茨.跨国公司的使命——寻求经营当地化与全球一体化之均衡.华夏出版牡,2001
[26]陈魁.浅析化工企业的品牌营销策略.化工管理.2001(12)：71-72
[27]张敏.营销实践中的“窜货”现象与对策.滁州学院学报.2008.10(2)：66-67
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