摘要
“竞争战略之父”迈克尔？波特指出，企业要想在市场竞争中生存，要么具有成本优势，要么实行差异化战略，有差异才能有市场，才能在同行业竞争中立于不败之地。在中国涂料市场，涂料产品也正作为一种生活方式的存在元素越来越受到消费群的强化，但受产能过剩、产品同质化、以及原材料涨价等诸多原因影响，快速扩张势头放缓，接下来的市场营销，必然是差异化的营销。
笔者多年来在华润涂料企业的营销工作中，深深感受到涂料营销差异化的重要以及差异化策略的选择困难。传统的市场细分方法，对当前的涂料差异化营销，起到的作用是微小的。
本文以价值链理论、营销价值链理论为基础，对华润涂料企业进行分析，构建了差异化营销价值链模型。该模型以顾客需求即顾客价值发现为起点，经过价值界定、价值创造、价值传递把产品和服务送到顾客手中。它与以往营销价值链的不同在于：差异化营销价值链模型增加了顾客价值转化，形成了一条由制造商、经销商、顾客共同参与的闭合循环的价值增值链条。
本文按这一模式的要求，首先设计调查问卷，进行市场调研，取得华润涂料（福建区域）的市场调研数据；然后通过顾客价值分析，为华润涂料的企业差异化营销寻找精准的定位；最后结合华润涂料（福建区域）的分析结果，为华润涂料在这一区域的差异化营销进行了策略选择。
本文针对华润涂料的差异化营销，综合应用价值链理论和相关市场营销理论，构筑了差异化营销价值链模型，并通过差异化营销策略的设计帮助华润涂料（福建区域）提高市场竞争力，具有很强的现实意义。同时，笔者也希望能够对同行业或在类似地区开展业务的企业在选择差异化营销策略时提供借鉴和参考。
关键词：华润涂料；差异化营销；顾客价值
Abstract
Michael Porter, “Father of competitive strategy”,pointed out that enterprisesshould pursue either cost leadership or differentiation strategy in order to survive inthe competitive market. It is the differences of products that bring market, thus couldmake them remain invincible in the competition. In the Chinese market, coatingproducts are as one of the lifestyle elements which are enhanced by more and moreconsumers, however, many reasons, such as overcapacity, product homogeneity, aswell as raw material price increase slowed the fast expansion momentum. Thecoming marketing must be ttie differentiated marketing.
Working in the marketing department in China Recources Coatings Enterprises（CR） over the years, the writer was acutely aware of both the importance of marketdifferentiation and the difficulty on the choice of differentiation strategy. Traditionalmethods of market segmentation played little role on the current differentiatedmarketing of coatings-Based on the theories of value chain and marketing value chain, this paperanalyzed the enterprise of CR and built up tibe model of differentiated marketingvalue chain. The model was started from customer needs or customer value found,through value defined, value created, and value passed,and then sent products andservices to customer. The difference between the model and the past marketingvalue chain is that it added in customerclosed cycle of value-added chain withdealers, and customers.
According to tiiis model, firstly,conducted market research, and collectedvalue transformation and then formed athe foil participation of manufacturers,the paper designed the questionnaire,the market research data of CR coatings（Fujian area）。 Then,it set the accurate position of differentiated marketing for CRCoatings Enterprises （Fujian area） through customer value analysis. Finally,depended on the results of the above analysis, the paper carried out ttie strategicchoice of differentiated marketing for CR Coatings （Fujian area）。
Aiming at the differentiated marketing of CR Coatings, the paper integratedvalue chain theory and the related marketing theory to build a differentiatedmarketing value chain model. By the design of the differentiated marketing strategy, it is very helpful for CR Coatings （Fujian） to improve market competitiveness . Thishas a strong practical significance in the marketing of coatings products. At the sametime, the writer also hopes the paper could provide insights and suggestions toenterprises in the same industry or in similar areas when choosing differentialmarketing strategy.
Keywords: CR Coatings, Differentiated marketing, Customer value
目录
第一章 绪论
第一节研究背景和意义
第二节研究内容和方法
第二章理论综述
第一节价值链理论
第二节差异化营销理论
第三节相关文献的贡献及不足
第三章华润涂料差异化营销价值链模型构建
第一节华润涂料的营销模式
第二节华润涂料的价值链分析
第三节华润涂料差异化营销价值链模型
第四章华润涂料市场调研
第一节调研方案概述
第二节变量设计
第三节描述统计
第四节相关性分析
第五节因子分析
第六节数据分析小结
第五章华润涂料差异化营销策略
第一节颍客价值分析
第二节关键价值活动的同行业比较
第三节华润涂料的差异化营销策略
第四节结论
参考文献
致谢
