陶氏化学在中国市场品牌竞争力的分析

上海交通大学硕士学位论文陶氏化学在中国市场品牌竞争力的分析姓名：吴江明申请学位级别：硕士专业：工商管理指导教师：余明阳20080113200620502006-201616%DOWChemicalTHEANALYSISOFTHECOMPETITIVENESSOFBRANDINCHAINAMARKETOFDOWCHEMICALABSTRACTChemicalIndustryismainstayandbaseindustrytous;itisimportanttodevelopitsindustrychainwellfromthebusinessandmarketingofchemicalanditsramifications.ReportedbyChemischeIndustrieKurzGefasstinGermany:ChinahasbecomethesecondbiggestChemicalCountryintheworld;therevenueisUSD205billionin2006,lessofUSAonly.Asfarasweknown,ChemicalIndustrywillbesustainabilityandgrowingat16%from2006to2016.ChinahascomeintoCompetitionEraofBrandsinceChinacamebacktoWTO,Thecompetitivenessstudyofbrandisanimportanttopicofmarketingandbrandsubjects,andasthekeyandfocustopicstepinstep.ButChinadidn’tgetmoreeffectsfromitbecauseoflackofmarketingskillsofchemical,understandingofthespecialtyofchemicalindustryandlaterintotheareathanoverseas.CurrentlymostfamousChemicalBrandcompaniescameintoChinamarket,leadingatDowChemical,andtheyareholdingalmost50%marketshares.Soitishelpfultoimprovethecompetitivenessofbrandforlocalchemicalcompany,throughstudiesofmanagementprincipleandfostermechanismaboutbrandcompetitivenessofthosemultinationalChemicalCompany.Accordingtoaboveviews,firstlythepaperanalyzesthecompetitivenessofbrandinChinamarketofDOWChemicalbasedonrelatedtheoryelementsofbrandandbrandcompetitiveness,likeitsconnotations,charactersandfunctions.Secondlyanalysestheorigin,fostermechanismandappraisementandimprovementofbrandcompetitivenessmainlyfromTechnicalinnovation,Culturefoster,Brandintegrationandlogisticmanagement,finallypaperhastheconclusionofhowtosetupnewsystemaboutimprovementofbrandcompetitivenessoflocalchemicalcompany.KEYWORDS:ChinaMarket,Brand,BrandCompetitiveness,BrandAssetValue,CustomerSatisfactionMBA1ChemischeIndustrieKurzGefasst200620502006-201616%DOWChemicalMBA2112090HPDellHPDOW112007/(2005)165,324-3%258,7093%3IBM57,0913%451,5695%533,69612%632,07015%730,954-4%829,3987%929,2105%1023,5688%1123,4439%1222,1979%MBA31321,61210%1421,2830%1520,8276%1620,4154%17-20,32115%1819,0999%1917,9986%20Google17,83744%21Samsung16,8534%2214,34310%2313,56317%2412,9504%2512,90710%2612,8882%2712,4489%28UPS12,01312%2912,00410%3011,6520%3111,554-6%3211,43312%3311,03721%34SAP10,8508%3510,66311%3610,5816%3710,3406%3810,34015%39UBS9,83813%409,3416%418,982-19%427,74115%437,737-1%447,73018%457,7180%46Gucci7,6978%47AIG7,49048eBay7,45610%49AXA7,327507,2968%517,04510%52MTV6,9074%536,5445%546,5118%556,0670%566,0502%576,0257%585,83013%595,7776%MBA4605,6826%61Gap5,481-15%625,4112%635,3418%64Zara5,16522%655,1031%66Caterpillar5,05910%675,0198%684,86617%694,76711%704,600-5%714,5898%724,4539%73Hermes4,25510%744,254-9%754,2358%764,1976%774,149-9%784,1354%79Tiffany4,0035%80Allianz3,9573%81ING3,88012%823,874-12%833,85215%843,794-5%853,73915%86Kraft3,732-5%873,6382%883,63117%89Duracell3,6051%903,4458%913,37911%923,3549%933,3315%94Prada3,28714%95Burberry3,22116%963,11616%97LG3,1003%983,072-1%99POLORL3,046100HERTZ3,0262007729MBA512ABCDEMBA61MBA7113,MBA82.12.1.1(PhilipKotler,2000)6(1)(2)(3)(4)(5)1866-1930(6)MBA9DavidA.Aaker422DavidA.Aaker3•••••••••MBA1032.1.22004,(1)(2)16352478MBA11(3)(4)(5)(2002)(2002)MBA122.22.2.1DavidA.Aaker()()51brandloyalty2nameawareness3perceivedquality4brandassociation54MBA134--/••---////•/••MBA144318972.2.2,19(DavidRicardo)2080,(Porter,1980)(Structure)--(Conduct)--(Performance),,,,,,:MBA15(5---)5,(2---)()()()()MBA162()••••••--••••••()••--()••••••••--()••••••(OverallCostLeadership)Differentiation)MBA17(Focus)66MBA182080WernerfeltBarney(19861991)Perteraf(1993)Lastforever)unanticipatedchange)2.2.3C.K.PrahaladGaryHamel199019905-6TheCoreCompetenceoftheCorporation(GeorgeStalk)(PhilipEvans)(LawrenceE.Shulman)(DavidJ.Teece)(G.Pisano)(A.Shuen)(N.J.Fosse)(R.N.Langlois)(A.Heene)MBA19(PathDependence)MBA20,2.2.4MBA21(PeterF.Drucker)7MBA227MBA233.11897175430002006490200650010450034432000(ResponsibleCare®)MBA24AndrewLiveris212015---2015510200020062730195719681979519982004810MBA259020301752008IT2006---2015MBA26175103.2MBA27889MBA28910103.2.1MBA292007200720062006200542.6t/a24%26%18%1.2t/a30%27%21%20061211550020101.851.8925002600MBA30EXOPY200643.2.2MBA31UFMBREDI2006BluePlanetRunFoundation4P4C4RProductConsumer&RelativityMBA32(JohnWelch)6SIGMA6SIGMA()20075PriceCostReactionMBA33301024510200627PlaceConvenienceRelationSAP1752005MBA34PromotionCommunicationRetribution2008IT20062015MBA3570304300010%170102006102008BAPMBA45MBA363.311MBA37114P4C4RMBA384.1DavidA.AakerDavidA.Aaker1054533DavidA.Aaker12/3/4/5678910InterbrandGroupMBA391992=X44%%25251515101025251010101055100100S1515S4.24.2.120.010.00.0255075100MBA4016164.2.2=()()()()=()D(x)=F(Bx,Ex,Px)D(x)BxMBA41ExPx(1)(2)(3)MBA42(4)1--4300010%170103002006102008BAPMBA(EDP)(GEAP)(GLEAP)(Mentor)NorthwoodMBA432--20064902030175200752005107100%3--2015MBA44Hu+Man20075()20067MBA455.1ChemischeIndustrieKurzGefasst200620502006-201616%2007200720062006200542.6t/a24%26%18%1.2t/a30%27%21%MBA46200612115500BP20101.851.8925002600''MBA47(5.2(PhilipKotler,1997)1897(JohnPhilipJones)MBA4812121MBA4922015---201531897