韩国AB集团中国公司PVC塑胶地板营销策略研究
|
摘要
PVC塑胶地板是一种新型轻体地面装饰材料,不同于其他塑料制品,它不含甲醛、苯等有害物质,不会给人体带来伤害,其主要成分为聚氯乙烯材料。PVC塑胶地板是目前世界建材行业中最新颖的高科技铺地材料,已在国外装饰工程中普遍采用,在欧美及亚洲的日韩广受欢迎。PVC地板在80年代进入国内市场,现在商业(办公楼、商场、机场),教育(学校、图书馆、体育馆),医药(制药厂、医院),工厂等行业广泛使用,且取得满意的效果,使用量日渐增大。
经济全球化的今天,中国市场对全球各跨国公司来说是不可忽视的,可以说是跨国公司们的必争之地。同时民族品牌也在觉醒,意识到本土所蕴藏的巨大市场机会。韩国AB集团创立于1947年,年销售额高达82,096百万美元(2008年数据),全球目前拥有17万员工,是领导世界产业发展的国际性企业集团,PVC地板正是归属于集团旗下的化学子公司。AB公司把中国市场视为其主要市场,扩大市场推广力度,以进一步推进PVC塑胶地板在中国的市场占有率。
本文根据现代营销管理理论,对韩国AB公司PVC塑胶地板产品在中国市场的营销策略进行分析和研究。
本文的主要内容如下：
第一章,绪论。首先对PVC塑胶地板做了概要介绍,接着对本文选题的背景及意义、本文研究的内容、研究的思路和结构做出介绍。
第二章,AB公司PVC塑胶地板的市场环境分析。首先从政治法律、经济、技术、社会人文四个方面,做了市场宏观环境分析,即PEST分析。而后运用五力模型对行业内竞争对手、潜在进入者、替代品、供应商和顾客进行分析,解读AB公司PVC地板所处的产业竞争环境。在对AB公司面临的外部环境进行扫描后,重新审视公司内部资源能力。最后采用SWOT法对AB PVC地板进行环境分析总结,指出AB公司内部的优势与劣势,以及公司外部环境中的机会与威胁。
第三章讨论AB公司PVC地板在中国市场细分、目标市场和市场定位。在前面市场环境分析的基础上,对AB PVC地板做了市场细分,确定了在中国的目标市场和市场定位。
第四章,AB公司PVC地板在中国市场的营销策略分析,这是本文的重点章节。通过前文的论述,在这一章用较大的篇幅从4P营销组合(产品策略、价格策略、促销策略和渠道策略)着眼,分析AB公司PVC塑胶地板在中国的营销策略。
第五章,展望未来。AB公司一直把中国视为其战略重心,不断调整在中国的营销策略来适应市场形势的发展,应对挑战。AB PVC地板以本土化和营销策略的前瞻性取胜,希望本文的内容能给业内同仁以实例的参考,在竞争中共同展望未来。
本文结合笔者执行AB公司营销策略的具体实践,对当前AB公司的营销策略进行了较为全面、系统的分析,并就存在的问题提出相应建议和改进措施,作为给公司和业内同仁的借鉴和参考。本文的主要贡献在于：第一,作为一家跨国企业,对AB公司PVC地板在中国市场的营销策略做了较为全面、系统的分析,以往的学者在这方面的研究较少；第二,针对存在的问题,笔者结合工作实践和平时的思考,提出了相应的解决办法,对公司和业内企业来说具有一定的参考价值。问题一是售后服务不到位,解决办法：AB公司细化、完善具体的售后服务政策,加强对代理商的执行监督。问题二：公司现有组织结构复杂,致使内部决策时间长,内部沟通耗时,解决办法：对现有组织结构进行调整,提出新的组织结构图。问题三：串货的问题比较严重,解决办法：其一,加强对代理商的监管,随时掌握代理商的库存数量,代理商每出一次货公司都要有记录,包括货的去处、产品型号、数量等,并有专人对其进行核实,严格对代理商的评估,对有串货现象的代理商进行处罚,实行优胜劣汰；其二,由公司来“压库”,代理商不再备库存,只向公司提交保证金。
由于笔者能力所限和时间的不足,本文关于AB公司PVC地板的营销策略的研究还不是十分完善,笔者希望以后能继续深入研究,弥补不足。
PVC plastic floor is a type of new decoration material. It is different from other plastic materials because it contains no methanal or phene at all. The main component of PVC plastic floor is polyvinyl chloride (named as PVC). So it is of no harm to human beings. PVC plastic floor is one of the newest construction materials used to decorate the floor. It has been widely used abroad now and is popular in European countries, Asian countries, Japan and Korea. PVC plastic floor entered China in 1980s. Now it is widely applied to commercial buildings (office buildings, shopping centers and airports etc.), education sites (schools, libraries, gyms etc.), medicine industry (pharmaceutical factory), industrial factories and so on. The effect of using PVC plastic floor is satisfactory and so the demand increases sharply.
Under the circumstance of economic globalization, the Chinese market becomes a place of strategic importance for transnational corporations. In the meantime, our national brand has awakened and started to realize the great market potential all over the world. A famous Korean group company was established in 1947, its annual sale amount to 82,096 million US dollars in 2008. It has 170,000 employees around the world and it is one of the transnational corporations that lead the world industry to develop. PVC plastic floor is one of its products and it has a branch company dealing with chemical engineering. This Korean group company treats Chinese market as its main market, so it strengthens its marketing efforts so as to expand the market share of PVC plastic floor in China. In line with modern marketing management theory, this essay will analyze and research the marketing strategy of PVC plastic floor product of the Korea group company within the content of Chinese market.
The main content of this essay is as follows:
Part One-Introduction First, this essay makes an overview about PVC plastic floor; then, it makes an introduction to the background, significance of this topic, the contents of this essay and finally the structure and thoughts.
Part Two-The market environment of PVC plastic floor of the Korean Company. In this part, the essay makes a macro market environment analysis from politics, economy, technology, society, namely, the PEST analysis; then, it will apply Five Forces Model to analyze the competitors, potential entrants, substitutes for the PVC plastic floor, suppliers and customers within this industry, elaborating the competition environment of the PVC plastic floor. After scanning of the external environment of the company, the essay reviews the internal capability of the company and its resources. Finally, it makes a conclusion to the environment by means of SWOT method, pointing out the internal advantages and disadvantages of the company, as well as the opportunity and threat within the external environment.
Part Three-The market segmentation, market targeting and market positioning of the PVC floor of this company. Based on previous market conditions analysis, the essay makes a market segmentation of PVC floor, identifying target market in China and find its market position.
Part Four-The analysis of the marketing strategy of the PVC floor of the Korean company in China. This is the main part of this essay. Based on the previous elaboration, this part focuses on analyzing the marketing strategy of the PVC floor of the Korean company in China by means of 4P marketing mix(product strategy, pricing strategy, promotional strategy and channel strategy).
Part Five-An outlook of the future. The Korean company always reckons China as its main battle field in its strategy. It keeps adjusting its promoting and marketing strategy to adapt the market change in China. The purpose is to face the growing challenge. The PVC floor of the Korean company wins by its localization and forward-looking of the promoting strategy. The author hopes that this essay will be a reference for all the insiders of this industry and wish we would see a common brilliant future under competition.
Based on his practice, the author will make a comprehensive and systematic analysis to the marketing strategy of AB Company. Towards existing problems, he will put forward corresponding recommendations and solutions which serve as references to his colleagues and other insiders. The major contribution of the paper is:first, this article makes a comprehensive and systematic analysis to the PVC floor marketing strategy of AB Company, on which few scholars have studied; second, based on his practice, the author displays corresponding recommendations and solutions towards existing problems, which serves as references to his colleagues and insiders. The first question is the poor after service. The solution is:AB Company refines and improves specific after-service policies, strengthen monitoring its agents. The second question is:the company's organizational structure is too complex, prolonging the decision-making and internal communication; the solution is:adjust the organization and develop a new one. The third question is cross-boundary selling; the solutions is:on the one hand, supervise the stock of the agents at any time; record the shipment each time, including delivery, product type, and quantity etc and have someone check them; strictly assess the agents, punish cross-boundary selling and adopt the mechanism for the survival of the fittest; on the other hand, the company will make the stock instead of the agents. So the agents only pay security deposits to the company.
Due to the lack of time and the capacity constraints of the author, the research on the PVC floor marketing strategy of AB Company is not perfect. The author will deepen the study, and make up the shortfall in future.
经济全球化的今天,中国市场对全球各跨国公司来说是不可忽视的,可以说是跨国公司们的必争之地。同时民族品牌也在觉醒,意识到本土所蕴藏的巨大市场机会。韩国AB集团创立于1947年,年销售额高达82,096百万美元(2008年数据),全球目前拥有17万员工,是领导世界产业发展的国际性企业集团,PVC地板正是归属于集团旗下的化学子公司。AB公司把中国市场视为其主要市场,扩大市场推广力度,以进一步推进PVC塑胶地板在中国的市场占有率。
本文根据现代营销管理理论,对韩国AB公司PVC塑胶地板产品在中国市场的营销策略进行分析和研究。
本文的主要内容如下：
第一章,绪论。首先对PVC塑胶地板做了概要介绍,接着对本文选题的背景及意义、本文研究的内容、研究的思路和结构做出介绍。
第二章,AB公司PVC塑胶地板的市场环境分析。首先从政治法律、经济、技术、社会人文四个方面,做了市场宏观环境分析,即PEST分析。而后运用五力模型对行业内竞争对手、潜在进入者、替代品、供应商和顾客进行分析,解读AB公司PVC地板所处的产业竞争环境。在对AB公司面临的外部环境进行扫描后,重新审视公司内部资源能力。最后采用SWOT法对AB PVC地板进行环境分析总结,指出AB公司内部的优势与劣势,以及公司外部环境中的机会与威胁。
第三章讨论AB公司PVC地板在中国市场细分、目标市场和市场定位。在前面市场环境分析的基础上,对AB PVC地板做了市场细分,确定了在中国的目标市场和市场定位。
第四章,AB公司PVC地板在中国市场的营销策略分析,这是本文的重点章节。通过前文的论述,在这一章用较大的篇幅从4P营销组合(产品策略、价格策略、促销策略和渠道策略)着眼,分析AB公司PVC塑胶地板在中国的营销策略。
第五章,展望未来。AB公司一直把中国视为其战略重心,不断调整在中国的营销策略来适应市场形势的发展,应对挑战。AB PVC地板以本土化和营销策略的前瞻性取胜,希望本文的内容能给业内同仁以实例的参考,在竞争中共同展望未来。
本文结合笔者执行AB公司营销策略的具体实践,对当前AB公司的营销策略进行了较为全面、系统的分析,并就存在的问题提出相应建议和改进措施,作为给公司和业内同仁的借鉴和参考。本文的主要贡献在于：第一,作为一家跨国企业,对AB公司PVC地板在中国市场的营销策略做了较为全面、系统的分析,以往的学者在这方面的研究较少；第二,针对存在的问题,笔者结合工作实践和平时的思考,提出了相应的解决办法,对公司和业内企业来说具有一定的参考价值。问题一是售后服务不到位,解决办法：AB公司细化、完善具体的售后服务政策,加强对代理商的执行监督。问题二：公司现有组织结构复杂,致使内部决策时间长,内部沟通耗时,解决办法：对现有组织结构进行调整,提出新的组织结构图。问题三：串货的问题比较严重,解决办法：其一,加强对代理商的监管,随时掌握代理商的库存数量,代理商每出一次货公司都要有记录,包括货的去处、产品型号、数量等,并有专人对其进行核实,严格对代理商的评估,对有串货现象的代理商进行处罚,实行优胜劣汰；其二,由公司来“压库”,代理商不再备库存,只向公司提交保证金。
由于笔者能力所限和时间的不足,本文关于AB公司PVC地板的营销策略的研究还不是十分完善,笔者希望以后能继续深入研究,弥补不足。
PVC plastic floor is a type of new decoration material. It is different from other plastic materials because it contains no methanal or phene at all. The main component of PVC plastic floor is polyvinyl chloride (named as PVC). So it is of no harm to human beings. PVC plastic floor is one of the newest construction materials used to decorate the floor. It has been widely used abroad now and is popular in European countries, Asian countries, Japan and Korea. PVC plastic floor entered China in 1980s. Now it is widely applied to commercial buildings (office buildings, shopping centers and airports etc.), education sites (schools, libraries, gyms etc.), medicine industry (pharmaceutical factory), industrial factories and so on. The effect of using PVC plastic floor is satisfactory and so the demand increases sharply.
Under the circumstance of economic globalization, the Chinese market becomes a place of strategic importance for transnational corporations. In the meantime, our national brand has awakened and started to realize the great market potential all over the world. A famous Korean group company was established in 1947, its annual sale amount to 82,096 million US dollars in 2008. It has 170,000 employees around the world and it is one of the transnational corporations that lead the world industry to develop. PVC plastic floor is one of its products and it has a branch company dealing with chemical engineering. This Korean group company treats Chinese market as its main market, so it strengthens its marketing efforts so as to expand the market share of PVC plastic floor in China. In line with modern marketing management theory, this essay will analyze and research the marketing strategy of PVC plastic floor product of the Korea group company within the content of Chinese market.
The main content of this essay is as follows:
Part One-Introduction First, this essay makes an overview about PVC plastic floor; then, it makes an introduction to the background, significance of this topic, the contents of this essay and finally the structure and thoughts.
Part Two-The market environment of PVC plastic floor of the Korean Company. In this part, the essay makes a macro market environment analysis from politics, economy, technology, society, namely, the PEST analysis; then, it will apply Five Forces Model to analyze the competitors, potential entrants, substitutes for the PVC plastic floor, suppliers and customers within this industry, elaborating the competition environment of the PVC plastic floor. After scanning of the external environment of the company, the essay reviews the internal capability of the company and its resources. Finally, it makes a conclusion to the environment by means of SWOT method, pointing out the internal advantages and disadvantages of the company, as well as the opportunity and threat within the external environment.
Part Three-The market segmentation, market targeting and market positioning of the PVC floor of this company. Based on previous market conditions analysis, the essay makes a market segmentation of PVC floor, identifying target market in China and find its market position.
Part Four-The analysis of the marketing strategy of the PVC floor of the Korean company in China. This is the main part of this essay. Based on the previous elaboration, this part focuses on analyzing the marketing strategy of the PVC floor of the Korean company in China by means of 4P marketing mix(product strategy, pricing strategy, promotional strategy and channel strategy).
Part Five-An outlook of the future. The Korean company always reckons China as its main battle field in its strategy. It keeps adjusting its promoting and marketing strategy to adapt the market change in China. The purpose is to face the growing challenge. The PVC floor of the Korean company wins by its localization and forward-looking of the promoting strategy. The author hopes that this essay will be a reference for all the insiders of this industry and wish we would see a common brilliant future under competition.
Based on his practice, the author will make a comprehensive and systematic analysis to the marketing strategy of AB Company. Towards existing problems, he will put forward corresponding recommendations and solutions which serve as references to his colleagues and other insiders. The major contribution of the paper is:first, this article makes a comprehensive and systematic analysis to the PVC floor marketing strategy of AB Company, on which few scholars have studied; second, based on his practice, the author displays corresponding recommendations and solutions towards existing problems, which serves as references to his colleagues and insiders. The first question is the poor after service. The solution is:AB Company refines and improves specific after-service policies, strengthen monitoring its agents. The second question is:the company's organizational structure is too complex, prolonging the decision-making and internal communication; the solution is:adjust the organization and develop a new one. The third question is cross-boundary selling; the solutions is:on the one hand, supervise the stock of the agents at any time; record the shipment each time, including delivery, product type, and quantity etc and have someone check them; strictly assess the agents, punish cross-boundary selling and adopt the mechanism for the survival of the fittest; on the other hand, the company will make the stock instead of the agents. So the agents only pay security deposits to the company.
Due to the lack of time and the capacity constraints of the author, the research on the PVC floor marketing strategy of AB Company is not perfect. The author will deepen the study, and make up the shortfall in future.
引文
2陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
4吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第34页
6陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
8吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
9资料来自中国塑胶地板网(http://www.zgsjdb.com/)
10数据来自中国塑胶地板网(http://www.zgsjdb.com/)
15吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
10吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
17陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
18陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
19陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
20吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第266页
21资料来自LG化学中国公司官方网站(http://www.lgchem.com.cn/)
22资料来自LG化学中国公司官方网站(http://www.lgchem.com.cn/)
24吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第135页
25菲利普.科特勒,凯文.莱恩.凯勒.营销管理(第12版)[M].梅清豪译.上海人民出版社,2006：第414页
27吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第138页
28吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第163页
29吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第167页
30吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第179页
31吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第210页
32吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第207页
33吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第216页
[1]吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006
[2]菲利普.科特勒,凯文.莱恩.凯勒.营销管理(第12版)[M].梅清豪译.上海人民出版社,2006
[3]赵泉.市场信息学[M].机械工业出版社,2007
[4]王璞.营销管理咨询实务[M].中信出版社,2003
[5]罗宾斯.管理学(第9版)[M].孙健敏,黄卫伟等译.中国人民大学出版社,2008
[6]陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
[7]凌斌彬.广州恒为建材有限公司营销策略研究[D].[硕士论文],2006
[8]王丽.HS公司塑钢门窗市场营销战略研究[D].[硕士论文],2004
[9]黄鸿斌.陶瓷建材企业防串货系统的研究与设计[D].[硕士论文],2006
[10]全国华.中国建材产业经济预警研究[D].[硕士论文],2010
[11]黄英升.实德公司营销管理模式研究[D].[硕士论文],2007
[12]张昌林.SDF公司营销渠道的现状分析及发展思考[D].[硕士论文],2007
[13]程秀敏.大连振邦公司市场营销策略研究[D].[硕士论文],2006
[14]刘爱花.基于精益营销的新型建材企业渠道绩效评估研究[D].[硕士论文],2006
[15]况燕.CMS公司金属天花产品营销策略研究[D].[硕士论 文],2009
[16]侯铭海.我国地暖建材行业分销渠道模式研究[D].[硕士论文],2009
[17]吴炯.AN公司装饰涂料工程项目的营销策略研究[D].[硕士论文],2008
[18]杨伟明.新型装饰材料—PVC塑料地板的施工与维护[J].西铁科技,2008.1
[19]赵永宽,王高辉.浅析PVC卷材塑胶地板质量监控要点[J].山西建筑,2011.4
[20]赵桂梅.塑胶地板施工工艺研究与应用[J].山西建筑,2008.27
[21]LG化学中国公司官方网站(http://www.lgchem.com.cn/)
[22]中国塑胶地板网(http://www.zgsjdb.com/)
4吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第34页
6陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
8吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
9资料来自中国塑胶地板网(http://www.zgsjdb.com/)
10数据来自中国塑胶地板网(http://www.zgsjdb.com/)
15吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
10吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第38页
17陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
18陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
19陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
20吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第266页
21资料来自LG化学中国公司官方网站(http://www.lgchem.com.cn/)
22资料来自LG化学中国公司官方网站(http://www.lgchem.com.cn/)
24吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第135页
25菲利普.科特勒,凯文.莱恩.凯勒.营销管理(第12版)[M].梅清豪译.上海人民出版社,2006：第414页
27吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第138页
28吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第163页
29吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第167页
30吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第179页
31吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第210页
32吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第207页
33吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006：第216页
[1]吴泗宗.市场营销学(第2版)[M].清华大学出版社,2006
[2]菲利普.科特勒,凯文.莱恩.凯勒.营销管理(第12版)[M].梅清豪译.上海人民出版社,2006
[3]赵泉.市场信息学[M].机械工业出版社,2007
[4]王璞.营销管理咨询实务[M].中信出版社,2003
[5]罗宾斯.管理学(第9版)[M].孙健敏,黄卫伟等译.中国人民大学出版社,2008
[6]陆琪.美利肯公司商用地毯产品在中国营销策略研究[D].[硕士论文],2009
[7]凌斌彬.广州恒为建材有限公司营销策略研究[D].[硕士论文],2006
[8]王丽.HS公司塑钢门窗市场营销战略研究[D].[硕士论文],2004
[9]黄鸿斌.陶瓷建材企业防串货系统的研究与设计[D].[硕士论文],2006
[10]全国华.中国建材产业经济预警研究[D].[硕士论文],2010
[11]黄英升.实德公司营销管理模式研究[D].[硕士论文],2007
[12]张昌林.SDF公司营销渠道的现状分析及发展思考[D].[硕士论文],2007
[13]程秀敏.大连振邦公司市场营销策略研究[D].[硕士论文],2006
[14]刘爱花.基于精益营销的新型建材企业渠道绩效评估研究[D].[硕士论文],2006
[15]况燕.CMS公司金属天花产品营销策略研究[D].[硕士论 文],2009
[16]侯铭海.我国地暖建材行业分销渠道模式研究[D].[硕士论文],2009
[17]吴炯.AN公司装饰涂料工程项目的营销策略研究[D].[硕士论文],2008
[18]杨伟明.新型装饰材料—PVC塑料地板的施工与维护[J].西铁科技,2008.1
[19]赵永宽,王高辉.浅析PVC卷材塑胶地板质量监控要点[J].山西建筑,2011.4
[20]赵桂梅.塑胶地板施工工艺研究与应用[J].山西建筑,2008.27
[21]LG化学中国公司官方网站(http://www.lgchem.com.cn/)
[22]中国塑胶地板网(http://www.zgsjdb.com/)