中文摘要
通过不断收购国际知名的螺杆泵行业的品牌,经过短短十几年,Colfax成为
了流体处理行业的全球领导者。接下来该如何对众多的螺杆泵品牌进行整合;如
何保持市场领导地位;如何提高市场占有率;如何建立品牌核心竞争力,获取品
牌价值;如何满足客户的需求而使公司可持续发展。本文基于中国市场,对Colfax
的螺杆泵产品品牌营销进行了进入研究,希望可以为国际一线工业品品牌在中国
区的品牌营销提供一些可参考的经验和方法。

本文经过对Colfax所处环境的分析后认为:首先,螺杆泵是一种通用型的
机械产品,尽管世界经济的复苏乃有待时日,但在中国乃至亚太区,今后的五至
十年内仍有较大的发展空间。其次,泵行业的市场份额将更加集中。同时,随着
国内科学技术的迅猛发展、本地企业的壮大、配套的完善,Colfax面对的竞争将
不仅来自国际一线品牌,国产的产品也将更多地参与到高端市场,未来竞争将更
加激烈。

本研究主要内容如下:
一)针对Colfax现有的多个菜品牌,建立多品牌整合策略的品牌架构:以
“Colfax Fluid Handling”为旗帜品牌,主张“重新定义什么是可能的”;其余为
螺杆泵产品品牌;发展“Colfax Wuxi本地化品牌;购建基于中国市场的整合
营销品牌传播策略,重在软文推广、事件营销与企业社会责任营销。

二)对Colfax螺杆泵品牌进行实行目标市场定位,确定商船、油气、电力、
一般工业为Colfax的目标市场;对各产品品牌进行组合以适应目标市场,实现
差异化的品牌竞争优势战略;专注于目标市场的细分行业、精确查找更多的中高
端的目标客户;品牌定位为螺杆泵的全球领导者,是螺杆泵产品线最为齐全的、
要求严苛的应用领域的流体输送专家。

三)进行竞争对手分析、营销环境分析,利用Colfax是螺杆泵品类的代名
字,产品线齐全、产品技术含量高,实行解决方案营销。倡导单一来源的全球合
作伙伴理念,成为用户的独特应用提供突破性的解决方案的系统集成商。

关键词:泉;品牌;品牌营销;定位;品牌策略;解决方案营销
Abstract
Through continuous acquisition of international famous screw pump brands, Colfax has
become the global leader in fluid handling industry in a short period of 10 years. However, there
are still crucial problems for Colfax. How to make brands integration and marketing with these
screw pump brands; How to maintain ihe leadership in the market; How to improve the market
share; How to build core competitiveness and acquire brand value; How to satisfy customers9
needs and promote the sustainable development of the company. Based on the Chinese market,
this paper conducts in-depth research on the brand marketing of Colfax screw pump products,
hoping to provide referable experience and methods for the brand marketing of other first-line
international industrial products.
Through analyzing tiie market environment of Colfax, tiiis paper concludes as follows. First,
Screw pump is a kind of general machinery products. Although the worldly economic recovery
has not yet to come, there is a laige development space in China and Asia Pacific in the next five
to ten years. Second, the market share of screw pump will be more concentrated. At the same time,
with the rapid growth of domestic science and technology, the rapid development of local
enterprises and the completion of supporting, Colfax will face the competition not only from
international brand but also the domestic products. The competition can be fiercer as domestic
products will also be involved in the high-end user.
The survey concludes as follows:
(a)Aiming at the present pump brands of Colfax, it builds brand architecture of
multi-brands integration strategy: Taking Colfax Fluid Handling as the banner brand, it claims to
redefine what is possible, the rest brands are screw pump brands. Develop the brand localization
of Colfax Wuxi. Plus, there is an integrated marketing brand communication strategy based on
Chinese market, emphasizing on the promotion of advertorial, event marketing and corporation
social responsibility marketing.
(b)It conducts taiget market positioning of Colfax screw pump brands, determining
commercial marine, oil and gas, power, general industry as the taiget markets of Colfax
Integration is conducted on several brands to better adapt to the taiget market, hence the
realization of differentiated brands competitive advantage strategy. It focuses on the subdivision of
taiget market and the detml searching of more high-and-mid-end consumers. It confirms the brand
positioning as the global leader of screw pump and the fluid handling expert in the critical
application field.
(c) Through the analysis of competitors and marketing environment, it makes foil advantage
of the fact that Colfax is the representative name of screw pump. Claiming Colfax is equipped
with full range product line and high product technology elements, it implements solution
marketing. Advocating the single source worldwide partner idea, it claims to be the system
integrator who provides the users&39; unique applications with breakthrough solutions.
Combined with the traditional marketing theory such as 4P, make out More Brand Integration
Strategy, and construct integrated marketing communication strategy based on the Chinese market,
achieve the optimal pump brand value of Colfax Company&39;s brand in the customers mind.
Key words: Pump; Brand; Brand Marketing; Position; Brand Strategy; Solution
Marketing
一、前言
(一)研究背景
工业营销环境正在迅速地发生变化,不能适应新环境的企业将不可避免地額
然出局。产业合并、增长放缓的全球经济、大同小异的市场供给物以及难以置信
的价格压力都驱动竞争日趋激烈,仅仅提供优质的产品和服务已经不够了。企业
唯有通过树立品牌和在市场中获得有利的竞争地位,才能使自己挤出重围,脱颖
而出。

1、Colfax公司介绍
成立于1995年的Colfax公司,总部位于美国北卡州。通过强大的资金支持
收购了多家全球领先的螺杆录专业制造公司而成为流体处理领域全球领先者,并
于2008年在纽约证卷交易所上市。它依靠高质量的粟及泵送系统组合、结合苟
刻应用领域所需的渊博专业知识、强大的全球共享资源,以及CBS流程系统
(Colfax Business System),满足全球客户对精准性能的要求。

2012年Colfax公司收购了全球最大、技术领先的煙接与切割设备及爆接材
料生产制造商ESAB和拥有150年历史的设计、制造和供应空气和气体处理设备
的全球化的企业组织Howden的母公司一 Charter International。使2012年Colfax
公司销售额达到40多亿美元。

2012年起,Colfax原来的流体处理产品的部分改名叫Colfax Fluid Handling。

木文仪涉及基于中国市场的Colfax公司的流体处理的品牌营销研究。