摘 要
南京兰亚化工贸易有限公司成立与二零零七年八月,成立至今己经有四年时
间。主营有机硅烷偶联剂的进出口业务。四年来,公司业绩稳步发展,由原先单
-的出口模式,拓展到进口,内贸和转口等多种模式。销售额也有才成立的年销
售额十四万美元,已发展到现在年销售额近三百万美元。公司目前产品主要销往
欧洲,印度,日本,韩国等国家和地区,与多个国家和地R的客户保持着长年的
友好合作关系。有机硅产品兴起于二十世纪初,作为“工业味精”,产品可以应
用于新材料,涂料油漆等多个行业和领域。
作为一家单纯的出口贸易型企业,公司虽然目前整体经营状况良好,但是由
于受到国外需求不景气,原材料价格持续走高,国内同质化竞争加剧,生产工厂
出口营销能力逐渐加强,人民币汇率及出口退税等政策的影响,公司未来儿年的
出口贸易都将面临巨大的挑战。
基于上述背景,本文从多个不同角度探讨了公司谋求有机硅产品出口持续增
长的市场营销策略。本文首先通过对行业背景介绍和公司成立以来业务发展历程
回顾,分析了公司目前出口营销的主要特点,提出公司未来发展面临的主要问题。
其次,本文运用PEST框架模型分析和波特五种竞争力模型,对公司目前所
处的宏观环境和市场竞争态势进行分析。通过营销管理中的SWOT分析方法,
结合公司目前有机硅烷偶联剂产品的经营现状,指出公司目前国际化经营的优劣
势和所面临的发展机遇及挑战。
再次,在明确了公司“聚焦目标市场,做系统解决方案的提供商,确保销售
持续快速增长”的出口经营思路的基础上,本文重点研究了公司的国际市场营销
战略,围绕4P理论,从产品、价格、渠道以及促销四个方面具体探讨适合公司
发展的出口营销策略。
本文认为,在产品方面,必须要采取聚焦战略,通过提供复合式产品策略,
利用公司专业优势,提供一站式采购及技术解决方案,满足客户多样化的专业需
求。在价格方面,利用总成本优势,在确保整体盈利的前提下,运用低价策略,
提高产品报价竞争力和询单成交率。在销售渠道方面,积极发展最终客户市场,
确保与2-3家年采购量一百万美元以上的最终用户实现战略合作,依据单个市场
培育状况,逐步实施设立海外营销中心计划,为当地客户关系维护和拓展营销渠
道提供便利。在促销方面,通过客户接待、市场走访、参加展会等复合式客户关
系管理模式,密切与客户联系,提升客户服务水平和满意度,了解客户需求,并
根据客户实际需求情况或使用情况中发现的问题,共同寻找解决方案,促进出口
营销业务的增长。
关键词兰亚化工 有机硅 出口营销
Abstract
Nanjing Lanya Chemical Co., Ltd. is established in August 2007, nearly 4 years since
establishment. Now LANYACHEM is specialized in importing and exporting organic
silicone coupling agent. In the passing four years, the sales volume grows rapidly, the
sales mode has developed from single exporting into importing & exporting, domestic
sales and OEM. Annual sales volume has grown from USD 140,000.00 to the current
USD3,000,000.00. Products are exporting to Europe, India, Japan, Korea and other
countries and areas, quality and customer service are good reputed. Industry of
organic silicone starts from early 21st century, which can be applied to new material,
coatings and many other industry areas.
As an export-oriented company, currently it has an overall healthy financial situation
and management performance. However, the intense competition from domestic
companies, depressing of the overseas market, increasing cost of the raw material,
appreciation of the foreign exchange ratio and the adjustment of the export duty back
policy will definitely impact the company's export business in the coming years.
Based on above background, through different angles, this thesis focuses on
discussing what kinds of export marketing tactics LANYACHEM will use to continue
developing organic silicone business. Firstly, this thesis introduces the industry
background and reviews the export business history of LANYACHEM. After that, it
analyzes the main characters of the company's current international business
operation, and then brings up the main issues the company will face in the future
development.
Secondly, the thesis uses PEST frame analysis, and Porter's Five-Powder Mode to
identify external macro environment and market competition environment. Using
SWOT analysis tool, it reviewed the current performance of LANYACHEM, then
points out the company's advantages and disadvantages in export business, and facing
opportunities and threats.
After that, on the basis of emphasis of company's overseas marketing concept as
“Focusing Target Market, Be Professional Solution Provider, Ensure Stable and
Quickly Development,,,it further studies company's overseas marketing strategy.
With 4P theory, it discussed the suitable export marketing tactics for LANYACHEM
in the fields of product tactic, price tactic, place tactic and promotion tactic.
The thesis considers using concentration tactic in the aspect of product. Company
must follow professionalized development, increase the input on the marketing
research for single product, and strengthen the strategy cooperation with
manufacturers. In this way, it will ensure the company's goal to be leader on single
product, and be able provide professional solutions on the applications by 2015. In the
aspect of price tactic, take the advantage of low cost, ensuring the total profit,
company can use low price strategy, in order to increase the quotation competition
and the order concluding ratio for each inquiry. In the aspect of place tactic, the
company will positively develop the end-user market, ensuring establishing strategy
cooperation with 2-3 end-users, whose annual purchasing amount can be more than
one million US dollars. Upon the growth of each market, company will execute
overseas sales center plan, it can provide the convenient on local custom relationship
maintenance and expanding sales channel on the local market. In the aspect of
promotion tactic, the company will use customer visit,marketing research, attending
exhibitions and other complex custom relationship management to close the
relationship with the customer, increase the customer service level and satisfaction,so
that the company can better under the customer's requirement. Upon the actual usage
and the problem during the usage, find the solutions together, and increase the
cooperation level and area.
Key Words: LANYACHEM, Export Marketing, Organic Silicone