UNIVAR公司在中国日化原料分销行业的营销策略研究

上海交通大学硕士学位论文UNIVAR公司在中国日化原料分销行业的营销策略研究姓名：曾理申请学位级别：硕士专业：工商管理指导教师：陈洁20070128UNIVARUNIVARUNIVARRESEARCHONTHEMARKETINGSTRATEGYOFUNIVARFORCHINAHPCINDUSTRYABSTRACTChemicalrawmaterialdistributionindustrytakesveryimportantroleinchemicalprofessionindustrychain.TheHPCrawmaterialretailsisthetypicalrepresentativeofthechemicaldistributionindustry.ThisarticletakestheHPCrawmaterialretailindustryastheresearchbackground,discussedhowtheglobalchemicaldistributionleaderUNIVARCorporationthroughthemarketsegmentationandposition,seeksthecorrectmarketingstrategy,thusenterstheChinaHPCrawmaterialdistributionindustryanddevelopswithsteadystepsinthisprofession.ThisarticlebasedontheindustryproductretailssalestheoryandUSandEuropechemicaldistributiontheory,toembark,unifiesthetwoclassicsmarketingtheorythusinstructsUNIVARtomakethemarketingstrategyinChinaHPCrawmaterialdistributionindustry.ThroughanalyzesthecurrentsituationofChinaHPCrawmaterialprofession,inviewofcompany'sactualsituationwiththequestionwhichfaced,thisarticlecarriesonthemarketsegmentation,targetmarketchosenandthemarketlocalizationforChinaHPCdistributionindustry,finallyproposedthesuggestionforcompany'smarketingstrategy.KEYWORDS:Chemicalrawmaterial,Distribution,Segmenting,MarketingPositioning,Marketingstrategy200612282006122820061228MBAUNIVARMBAUNIVAR111UNIVARUNIVARp12UNIVARMBAUNIVAR213UNIVAR1UNIVAR2UNIVARUNIVARUNIVAR34Ps14UNIVAR1-1UNIVARUNIVAR4PUNIVARMBAUNIVAR31-1FIUGURE1-1FrameworkofThisPaperUNIVARUNIVARUNIVARUNIVARMBAUNIVAR4212.1.11956···19722.1.2M.E.Porter2.1.34PsMBAUNIVAR5(marketingmix)4P”(product)(price)(place)(promotion)2.22.2.120608010MBAUNIVAR690Ellis&EverardAcquiredbyUnivarBrentageHCIVopak2.2.2InterstateBrenntagUnivar“”MBAUNIVAR72.2.3UNIVAR(1)(2)(3)45UnivarBrenntag2.32.3.11MBAUNIVAR82OEMOEM2.3.21——2-1MBAUNIVAR9|————MBAUNIVAR102.3.313MGE6623UAIOEMMBAUNIVAR112-2|(1)(2)MBAUNIVAR12(3)(4)(5)UNIVARUNIVARUNIVARMBAUNIVAR13313.1.112005121411“”3-11991-2015FIGURE3-1TurnoutofChinapersonalcareandhomecareproductfrom1991to20152684MBAUNIVAR144077830102030405060702002-07-013-2FIGURE3-2BrandPenetrationRateAnalysis3-2330200030MBAUNIVAR153.1.212090500BP100-DSM315121919951320805003-3MBAUNIVAR163-3FIGURE3-3Modelofdistribution(2)3-13-1VMI/MBAUNIVAR173-4UNIVAR3-4FIGURE3-4AnalysisforpurchasingrouteforaHPCcorporation32UNIVAR3.2.1UNIVAR1924GeorgevanWatersNatRogers19621986199180801652500002005603-4UNIVAR55%25%I/Eagent10%10%MBAUNIVAR18UNIVAR3-5UNIVARFIGURE3-5GlobalPositionChemicalDistribution19941998200320048-200522005200060020066000250052005-201052007400030%3.2.2UNIVAR12004200520062006002000100%-300%333%100%003%009%02%0100020003000400050006000UnivarBrenntagAshlandChemcentralBiesterfeldHelmAGMBAUNIVAR192004200520060100600200500800006002004200520062004501200010075005050UNIVARUNIVAR104030203000200610UNIVAR100UNIVAR3-6FIGURE3-6MarketShareinEastChinaDailyChemicalDistributionMarket230%40%20%UNIVAR10%MBAUNIVAR203-2UNIVAROEMOEM3UNIVARUNIVAR200MBAUNIVAR21UNIVARUNIVARUNIVAR457%12%88%510UNIVAR80%MBAUNIVAR223-7FIGURE3-7FunnelModel3.4UNIVAR1234UNIVARMBAUNIVAR23UNIVAR414.1.14-1FIGURE4-1MarketSegmentationforChinaHPCindustrybasedonGeographyArea1UNIVARUNIVARCooperateAccountUNIVARUSA100UNIVARUNIVARMBAUNIVAR244-24-2FIGURE4-1MarketSegmentationforChinaHPCindustrybasedonCustomer(2)UNIVARUNIVARUNIVAR70%MBAUNIVAR25UNIVARUNIVAR(3)UNIVAR70201070UNIVAR4.1.2UNIVAR4-14-1UNIVAR500/1-2500/UNIVARMBAUNIVAR264.1.3UNIVARUNIVAR4-2UNIVAR4-2UNIVARUNIVAROEM()OEM1UNIVAR2000020%UNIVAROEM4-34-3OEMOEMOEMUNIVARMBAUNIVAR274-4OEMOEMUNIVAR(2)200412325812567701962982764-54-53000200540MBAUNIVAR284-64-6UNIVAR4-7UNIVAR4-7UNIVAR12MBAUNIVAR294.1.4M1M2M3M1M2M3M1M2M3P1P1P1P2P2P2P3P3P3M1M2M3M1M2M3P1P=P1P2P2P3M=P34-3FIGURE4-3TheFiveModeloftheTargetMarket4-8UNIVAROEMOEMMBAUNIVAR30OEM4.1.511-223454-94-10UNIVAR4-9UNIVAR-OEMOEMUNIVARMBAUNIVAR314-10UNIVAR-42UNIVAR4.2.112MBAUNIVAR324-114.2.2UNIVARUNIVAR4-44-4UNIVARFIGURE4-4FiveForceCompetetionModelforUNIVARDOWSTEPANBrocson&Jacobs,Saifu,BihopeBrentagAshlandMBAUNIVAR331UNIVAR90UNIVAR10-1510UNIVARUNIVAR4-12UNIVARUNIVAR540MBAUNIVAR342UNIVAR34-133%3%-10%8%-15%8%-15%MBAUNIVAR3545UNIVARBrenntag,Ashland62003WTOUNIVAR4.2.3UNIVARUNIVARUNVAR3-4UNIVAR3-5UNIVARUNVIVAR123UNIVARMBAUNIVAR364-14VsUNIVARUNIVARUNIVARSourcingOEM4-15VsUNIVARUNIVARSourcingOEM4-5UNIVARFIGURE4-5QuadrantAnalysisonProductsandServicefromUNIVARCompanyIUNIVAROEMMBAUNIVAR374.2.4UNIVAR,,UNIVARUNIVARCustomersUnivarChinaLtd.4-6UNIVARFIGURE4-6UNIVARMarketPosition43UNIVAROEMMBAUNIVAR38UNIVARUNIVARUNIVARMBAUNIVAR39UNIVAR4Ps5120UNIVARMBAUNIVAR40UNIVAR5-1FIGURE5-1ChinaHPCmarketreviewUNIVARUNIVARUntil2004,SalesvalueofChinaHPCindustryis85billionRMB(around10billionUSD)P&G14%L'oreal4%Unilever3%Avon2%Amway19%aryKay2%m-Olive2%Nice6%Longliqi3%C-bons2%Jahwa3%Nanfeng3%Liby2%Whitecat1%Others34%MBAUNIVAR41(1)5-11.2.;3.OEM1.;2.;3.1.2.(2)5-2UNIVARUNIVARMBAUNIVAR42UNIVARUNIVARUNIVAR(3)5-331.2.OEMMBAUNIVAR435.21804CsCustomerNeed5-4UNIVAROEM