随着全球经济一体化深入发展，我国经济也是在不断提高，规模也在日益扩 大，在国际上竞争也不断地增强，人们的生活水平不断提高，在科学进步不断加 快的背景下，市场竞争愈演愈烈，具体表现为市场的变化加快、需求的不确定性、 投资不断扩大及各种潜在风险等，要想使企业能够在市场竞争过程中获得一席之 地，全面地、系统性地、有效地适应当地市场的营销策略尤为重要。 本文结合苏尔寿公司MIXPAC产品在中国市场的实际情况而制定营销策略， 解决苏尔寿公司MIXPAC产品可以开拓更多的市场业务，不断扩大业务领域、 增加营业收入、长期保持市场主导地位以及引领胶粘剂双组分包装市场新动力与 新方向。 首先，根据中国胶粘剂行业发展趋势以及未来新技术广泛应用趋势，提出解 决双组分胶粘剂包装和静态混合产品应用研究的必要性。其次，利用PEST工具 分析当前中国所面临政治环境、经济环境、社会环境以及行业技术环境宏观分析、 微观环境分析和苏尔寿公司MIXPAC产品SWOT分析，重新修正产品的市场定 位。再次，充分诊断苏尔寿公司MIXPAC产品目前所面临的营销方面的问题， 找出问题并分析问题原因，如：行业竞争激烈、价格过高、渠道商与销售人员管 理混乱、内部审批流程效率低等导致客户流失等问题，针对目前所面临的问题， 提出解决方案。最后，应用市场营销STP理论为苏尔寿公司MIXPAC 产品重新 市场细分、目标客户的选择以及产品的市场定位制定市场营销组合策略，找到产 品市场定位，发挥其最大化的资源去赢得更多市场份额。 完善的营销策略需要结合公司相关保障措施，才能发挥其最大的作用。策略 不仅能够解决苏尔寿公司MIXPAC产品当前所面临的营销问题，同时也帮助苏 尔寿公司MIXPAC产品进行全面诊断并对症下药，按照其理论性、逻辑性、实 用性进行系统化制定该营销策略来解决苏尔寿公司MIXPAC产品自身问题，又 可为更多同行业配套企业提供参考与学习意义。 关键词：胶粘剂，静态混合，营销策略，市场 MBA 学位论文 作者：吴兆蕾 苏尔寿公司MIXPAC产品中国市场营销策略研究 II RESEARCH ON MARKTING STRATEGY OF SULZER MIXPAC PRODUCTS IN CHINA Abstract Along with the deepening of global economic integration, China’s economy is improving in both quality and scale, which has greatly enhanced its competitiveness in the global arena and improved Chinese people’s living standards. Against the background of accelerating scientific progress, the market competition is becoming increasingly fierce, which is manifested by the fast-changing market, uncertain needs, expanding investment and various potential risks. In order to establish themselves in the market, it is very important for enterprises to adapt to the marketing strategy of local market comprehensively, systematically and effectively. Based on the actual situation of Sulzer's MIXPAC products in the Chinese market, this paper develops a marketing strategy to help Sulzer's MIXPAC products grow business, increase sales, maintain its market leadership, thus leading the adhesive two-component packaging market. First of all, according to the development trend of China’s adhesive industry and the trend of wide application of new technologies in the future, this paper proposes the need to conduct the research on the application of two-component adhesive packaging and static mixing products. Secondly, the PEST tool is used to analyze the current political, economic and social environment in China, and to conduct macro and micro analysis of the technical environment of the industry as well as SWOT analysis of Sulzer's MIXPAC products, so as to revise the market positioning of the products. Thirdly, this paper fully diagnoses the marketing problems currently faced by Sulzer's MIXPAC products, analyzes the causes, such as fierce competition in the industry, high prices, poor management of distributors and sales personnel, low efficiency of internal approval process and other factors that lead to customer loss, and proposes solutions for the problems identified. Finally, the STP theory is applied to develop marketing mix strategies for the re-segmentation of Sulzer’s MIXPAC products, the selection of target customers and the market positioning of the products. By determining the market positioning of its products, Sulzer can maximize its resources to win more market shares. The perfect marketing strategy must be supported by the company's relevant safeguard measures. The MBA 学位论文 作者：吴兆蕾 苏尔寿公司MIXPAC产品中国市场营销策略研究 III strategy can not only solve the marketing problems currently faced by Sulzer's MIXPAC products, but also help Sulzer make a comprehensive diagnosis of MIXPAC products and take targeted measures. The marketing strategy, which is systematically developed according to its theoretical, logical and practical properties, aims to solve the problems of Sulzer's MIXPAC products and provide reference for more supporting enterprises in the industry. Key words: Adhesive，Static Mixing，The marketing strategy，Marketing MBA 学位论文 作者：吴兆蕾 苏尔寿公司MIXPAC产品中国市场营销策略研究 1 目录 中文摘要 ................................................. I Abstract ................................................ II 第一章 绪 论 ........................................... 1 1.1 研究背景与意义.............................................. 1 1.1.1 研究背景................................................ 1 1.1.2 研究意义................................................ 3 1.2 国内外研究现状.............................................. 4 1.2.1 国外营销策略研究现状.................................... 4 1.2.2 国内营销策略研究现状.................................... 5 1.3 研究内容与研究方法.......................................... 8 1.3.1 研究内容................................................ 8 1.3.2 研究方法................................................ 9 1.3.3 研究框架与技术路线..................................... 10 第二章 市场营销相关理论基础 ............................. 11 2.1市场营销概念 ............................................... 11 2.2 4Ps市场营销理论 ........................................... 13 2.3 STP市场营销理论 ........................................... 16 2.4 服务营销理论............................................... 20 第三章 苏尔寿MIXPAC产品中国市场营销环境分析 ............ 22 3.1 苏尔寿MIXPAC产品宏观营销环境分析.......................... 22 3.1.1 政治环境............................................... 22 3.1.2 经济环境............................................... 23 3.1.3 社会环境............................................... 26 3.1.4 技术环境............................................... 27 3.2 苏尔寿MIXPAC产品微观营销环境分析.......................... 30 MBA 学位论文 作者：吴兆蕾 苏尔寿公司MIXPAC产品中国市场营销策略研究 2 3.2.1 供应商的议价能力分析................................... 30 3.2.2 购买者的议价能力分析................................... 31 3.2.3 新进入者的威胁分析..................................... 32 3.2.4 替代品威胁分析......................................... 32 3.2.5 同行业竞争程度分析..................................... 33 3.3 苏尔寿公司MIXPAC 产品SWOT分析 ............................ 33 第四章 苏尔寿MIXPAC产品营销现状与问题分析 .............. 37 4.1 苏尔寿公司MIXPAC产品的营销现状............................ 37 4.1.1 中国胶粘剂市场趋势分析................................. 37 4.1.2 苏尔寿公司MIXPAC产品介绍以及应用...................... 39 4.1.3 苏尔寿公司MIXPAC产品营销现状分析...................... 41 4.2 苏尔寿公司MIXPAC产品STP市场分析.......................... 42 4.2.1 苏尔寿公司MIXPAC产品细分市场分析...................... 43 4.2.2 苏尔寿公司MIXPAC产品目标客户的选择分析................ 45 4.2.3 苏尔寿公司MIXPAC产品定位分析.......................... 47 4.3 苏尔寿公司MIXPAC产品存在的营销问题........................ 48 4.3.1 苏尔寿公司MIXPAC产品组合问题.......................... 48 4.3.2 苏尔寿公司MIXPAC产品定价问题.......................... 49 4.3.3 苏尔寿公司MIXPAC产品营销人员问题...................... 50 4.3.4 苏尔寿公司MIXPAC产品营销管理问题...................... 51 4.4 苏尔寿公司MIXPAC产品存在营销问题的原因分析................ 51 4.4.1 产品组合单一原因....................................... 51 4.4.2 产品定价高原因......................................... 52 4.4.3 销售人员管理混乱原因................................... 53 4.4.4 内部审批流程效率低原因....................