DULUX涂料产品在上海市场的增长策略研究

上海交通大学硕士学位论文DULUX涂料产品在上海市场的增长策略研究姓名：夏晶申请学位级别：硕士专业：工商管理指导教师：伍青生20050612ICIPaints1998,ICIPaintsDulux,,ICI1998,,2004,.,,,,:,WTO,,ICI..,.Nippon,..,,,.,:,,..,,,,,.,-,THERESEARCHOFDULUXPAINTINGPRODUCTSFORINCREASINGSTRATEGYOFSALESCHANNELINSHANGHAIABSTRACTThisthesisbeganwiththeintroductionoftheenvironmentoftheinvestmentofICIPaintinShanghaiandthepresentationoftheprocessofICIPaintfrominitialproductlaunchingtomarketadjustmentinmaturestage.Afteranalyzingthebasiccircumstanceofcurrenteconomics,governmentpoliciesandsociety,theglobalcompetitionanddevelopmentinpaintingmarketandfeaturesofpaintingmarketinChina,specificallyinEastChina,thethesisconcludedthat,whileICIpossessesgreatpotentialsinpaintingmarketdevelopmentinChina,italsoencounterchallengessuchasproblemofintellectualpropertyprotection.Thisconclusionwasalsodemonstratedthroughindustryattractiveindexanalysis.Moreover,byemployinginternalscanningmodelonNippon,whichisintheleadingpositioninthepaintingindustry,thethesisidentifiedthegapbetweenICIandNippon,andthusproperlylocatedcompetitivepositionofICIinpaintingmarketofChina.Basedontheaboveanalysisofexternalandinternalfactors,theregulationstrategiesforcorporateasawhole,andforitsindividualfunctiondepartmentswereworkedoutthroughindustryattractiveindexanalysisandcorporatepotencymatrix.Focusonsalesfunction,thethesisextenditsanalysisoncustomeradministration,channelmanagement,teambuildingforsalesteamandpotentialareasforsustainedsalesincrease,concreteexamplesanddatafrompracticewerequotedtosupportthesepoints.Thethesiswasintendedtoanalysisthestrategyforsalesinamutualmarket,includinghowtosettlepriceconflictbetweenchannelandretailmarkets,howtodeveloppotentialofkeyclientandhowtoregulateandimproveeffectivenessandefficiencyofsalesperson.KEYWORDS:strategy,industryattractiveindex-corporatepotencymatrix,salesteam,saleschannel,customeradministrationstrategy.110,,,,2000,2000ICI,,5,,MBA,.,ICI,ICIDulux,DuluxDulux,,ICI,,,,10,200430,,,..,,,,,,,,,,,,ICI,”.,ICI,,,2004,,,.,,.,,ICI,,;,,,,,,.2,.,KPI,KPI,,.MBADulux1ICIPaints1.1ICIICIPaintsICIImperialChemicaIndustry,ICI1926127,80,4(2000):Paints(39%);NationalStarch(30%);(19%);Quest(12%).(1-1)1-1ICI19264,3401999154;192633,000199958,000.ICI:,ICIPaints,47.8(2004)..1-2ICIPaintsPaintsNationalStarchQuestAsiaPacific20%LatinAmerica9%NorthAmerica24%Europe40%Other7%MBADulux2ICI(19962001,2653170.ICI,.1.2ICIPaintsICI.,:ICI(55%,35%,10%,,.,,:ICI70%,30%.ICI,.:,ICI.ICI19971999ISO9002,ICIPaint.8:,,,,,,..ICI:Dulux;Glidden;MaxilitePlus;SuperMaxilite;Maxilite;Devoe;Cuprinol.ICI,,,,..ICIPaint(1.1-3)1-1ICIPaint:2001()2116351,3591,6023,807(%)6%17%36%42%%18%14%8%5%8%2001:ICI45%31%3%3%10%*2002.MBADulux3,ICI,ICI:Dulux---.ICIPaints.•:•:•:,;.1.3Dulux1998---2000:.90,,,.Nippon1992,,,,,,.Nippon,,,4,,19967000,,.,,,.,1994ICI,ICI1998.1994ICI,ICIICI601995ICI1998,ICI.97,,,MBADulux4NipponICI.9899,ICI,,,9940%,,,,,:(),ICI,,ICI,,,ICI,1999,..2000---2003:4.2000,ICIM:ƒP&GFMCGƒ,,ƒICINipponICIDuluxNippon5IN1,2000200120015IN140(1-21-3)1-2ICIPaintShanghai199820041998199920002001200220032004()10.216.864%31.286%6092%85.843%12040%14823%MBADulux51-3ICIPaint199820041-3:200020034,4.1998,B&Q,OBI,200421,ICI,2004ICI,(),(),(1-3)1-3ICIPaintShanghai200457%19%24%,.2004---NipponICI2001ICI3IN12002NipponICI,,ICI,5IN1ICIICI5IN1199819992000200120022003200410.216.831.26085.812014819951996199719981999200020012002200320042005020406080100120140160()MBADulux65IN1ICI,255IN1NipponICINippon:5IN1ICI35.1.4Dulux2000,04ICI69%,2000830;ICI.,2004,23%(30%,ICI0440%),(30%),2005,30%,20%,(ICI8:10),,04,20%.,0830%(20%).,10%(),,(200310%).ICI,.,,310,,,,,,.,:,050830%,,.()MBADulux7,,,,:•,,•,•••,,ICI..ICI.,.MBADulux82.1:,,,,.:ƒ:ƒ:ƒ:ƒ::ƒ:ƒ:,,,,.,.2.22.2.120197820009.522020212010199820017820.MBADulux92178.2.2.2:,,,,.:1020800,.:,,,,,,.ICI,,,,,,,,.ICI,2003IP,,,,,.2003:14,15,,10,0310,200,2000,15%.IP,,2000.2.2.3MBADulux10,,.ƒƒƒ25201070%.2.2.4WTO:ƒICI.ƒ.10.7%,WTO7.4%,3.3%.,.,.,,,,WTO70%10%20055.5%6.5%,20082%,,WTO.,,,.2015GDP19995.2%,2005:7%,2010:10%200024020055055003000200120057000750080200620151150015015200004500010%.20082010.2.3MBADulux112.3.1Freedonia,200320073.5%,2880,830.199720021.9%.,(),,,20076.4%.(2-1)2-12007,()2007()8152.7%6032.3%2051.4%3706.4%Freedonia20042.3.22004300.2-22001-2004:2001200220032004181.6201.3241.5298.2-1.3%10.8%19.9%23.5%:2-3200445%-50%35%-40%10%-15%:2.3.3MBADulux122002220,20%602090135IS090007757.03%ISO140011611.85%25“”6102565%200323.3223.292.3.4ICI.235.(2-1)2-1713151721285381MBADulux13235,:,,.,:•:48%;:28%;:3%•:7%:7%;:4%.,,.,,(2-4)2-42004TotalShangHaiBeiJingGuangZhou16%19%6%53%,47%47%37%28%,30%32%42%16%7%3%15%4%20022003200423%25%28%,44%45%40%,33%30%32%,,DIY.,.2.42.4.12004(2-52004)MBADulux14($billion)1.AKZONOBEL()5.92.PPG()4.833.ICI()4.784.HENKEL()4.615.SHERWIN-WILLIAMS()4.366.DUPONT()3.57.BASF()2.288.VALSPAR()2.249.PRM()2.0810.SIGMAKALON()1.9211.NIPPON()1.6200410000(),1010,152004500,67%..2.4.2,20,199913070%75%25%30%200250%1020%30%40%50%19908020002800,5ICI45.MBADulux15,(2-6).2-620012002200344.6%45.56%45.82%29.85%29.18%30.87%15.4%16.1%15.39%4.1%4.1%3.6%3.4%2.93%2.44%2.7%2.1%1.9%::,200