ici零售木器漆业务的困境及市场应对分析-dilemma and market response analysis of ici retail wood paint business.docxVIP

addedanother4Psfromstrategicaspect.Thencomplete10Psmarketingmixtheorywasformed.Underthehighcostpressureinwoodcarebusiness,ICImustestablishascientificmarketingsystem.However,theestablishmentmustbaseoncompany’sstandpointanddevelopmentrequirementandcombine10Pstoshowourstrength.Thisthesisgivesanintroductionontactical4Psandstrategic4PsandmakesdetaildescriptionontheimplementationinICI.Strategic4Ps,Partitioning,Probing,PrioritizingandPositioning,arereflectedfromthebeginningtotheendofthemarketingtactics.Tactical4Ps,Product,Price,PlaceandPromotion,arethereflectionofmarketingtheory.Thus,therelativelycompletesystemofmarketingmixisestablished.KEYWORDS:Dulux,retailwoodcare,marketsegmentation,targetmarket,marketingmix目录前言………………………………………………………………………………………………………1第1章绪论……………………………………………………………………………………………21．1本文写作背景及研究对象………………………………………………………………………21.1.1本文写作背景……………………………………………………………………………………21.1.2本文研究对象……………………………………………………………………………………21.2本文写作目的及意义………………………………………………………………………………21.2.1本文写作目的……………………………………………………………………………………21.2.2本文写作意义……………………………………………………………………………………21.3本文写作的内容……………………………………………………………………………………31.4本文章节安排………………………………………………………………………………………3第2章卜内门太古漆油中国公司（ICI）的发展历程………………………………………………42.1公司发展简介………………………………………………………………………………………42.2公司木器漆零售业务概况…………………………………………………………………………52.2.1零售木器漆发展的历程…………………………………………………………………………52.2.2目前的木器漆产品架构…………………………………………………………………………52.3零售木器漆业务的行业背景分析…………………………………………………………………62.3.1零售木器漆市场环境扫描………………………………………………………………………62.3.2中国零售木器漆销售市场前景分析……………………………………………………………82.3.3现阶段零售木器漆行业的格局…………………………………………………………………92.3.4水性木器漆成为零售木器漆行业的新趋势…………………………………………………10第3章公司零售木器漆业务面临的挑战和应对策略………………………………………………123.1公司零售木器漆业务面临的挑战………………………………………………………………123.1.1原材料价格上涨………………………………………………………………………………123.1.2国家对危险化学品运输的管制………………………………………………………………143.1.3零售木器漆业务向工业木器漆业务的转变………………………………………………153.2零售木器漆业务在ICI的战略地位……………………………………………………………163.310Ps营销理论的提出及在ICI的应用………………………………………………………163.3.110Ps营销理论的提出………………………………………………………………………163.3.210Ps营销理论在ICI的应用………………………………………………………………17第4章市场细分及目标市场定位和消费者购买行为分