美加涂料营销策略研究

^论文字数:32849,页数:34  附任务书，开题报告，外文翻译

摘要
 近年来，随着房地产市场的蓬勃发展，以及国内大规模的基础建设，我国建筑业得到了迅速的发展，建筑业已成为我国国民经济的支柱产业，与之相应的建筑涂料产业异军突起，发展势头迅猛。目前，我国的建筑涂料产量已跻身于世界建筑涂料产业前列，并呈递增的趋势。在规模上不断扩大，在营销模式上不断的变革和创新，前景广阔。但是，我国涂料行业仍面临着许多挑战和威胁。一方面，进口涂料的大量增加，新的国际竞争对手进入中国市场，涂料的竞争在不断加剧。另一方面，本土企业由于起步晚、起点低、规模小、技术弱，缺乏品牌影响力，生产的中低档产品呈现出产品供应过剩，高档市场无法涉足的格局。因此，营销战略及策略对公司就变得特别重要。
 本文根据美加公司在中国市场近几年的发展，结合涂料市场的状况和发展趋势，对美加涂料所面临的市场营销环境进行深入地分析。通过市场细分，确定了企业的目标市场。运用战略管理、营销管理的基本理论和方法，制定了美加涂料今后的市场营销策略。并提出了自己的一些建议，以期对公司的发展起到一定的作用，从而提高市场竞争力。
 关键词：美加涂料；环境分析；目标市场；营销策略 

Abstract
 In recent years, with the booming real estate market, and domestic large-scale infrastructure construction, China's construction industry has been rapidly developed, the construction industry has become a pillar industry of China's national economy, at the same time, the corresponding architectural coatings industry was developed rapidly, with a meteoric rise. At present, the production of architectural coatings in China has been among the forefront of the world's architectural coatings industry, and showed increasing trend, growing in size, constant change and innovation of the mode in the marketing and broad prospects. However, China's paint industry still faces many challenges and threats. On the one hand, a substantial increase in imports of paint, new international competitors enter china’s market, the competition has been growing. On the other hand, local enterprises have started late, and have much weakness, such as low level, small-scale, technical weakness and lack of brand influence. The supply of low end product has been surplus, but they can not set foot in the high-end market. Therefore, the marketing strategy of a company has become particularly important.
    According to the development of the Meijia Coatings Company in china in recent years, combining with the situation and development trend of the coatings market, this article analyses the coatings market deeply and positions the marketing goal by segment market. We set the marketing strategy by basic principle and method of strategic management and marketing management. We also give some suggestion .we expect that it is good use to the development of our company and raises the strength of market competition.
 Keywords: Meijia coating；environmental analysis；goal market；marketing tactics

目录
摘要 I
Abstract II
1绪论 1
1.1研究背景和意义 1
1.2研究方法和思路 2
1.3美嘉公司概况 2
2美加涂料营销环境分析 4
2.1市场营销环境的内涵 4
2.2建筑涂料市场现状及发展趋势 4
2.3宏观环境分析 7
2.4美加涂料的SWOT分析 9
3目标市场的确定 15
3.1市场细分 15
3.2目标市场的确定 18
4美加涂料营销组合策略 19
4.1产品策略 19
4.2价格策略 20
4.3渠道策略 22
4.4促销策略 22
5美加涂料营销策略实施建议 25
5.1实施绿色营销 25
5.2营销策略实施的保障 27
结束语 30
参考文献 31
致谢 32

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