- I -
摘要
纺织印染助剂行业以工业品营销为主要盈利模式，属于产品附加值高、环境污染低
的技术密集型行业。这一行业特点正与现阶段中国注重环保、产业升级的需求趋势相吻
合。行业发展普遍尚处于较低水平，但行业市场发展相对较成熟、产业重心向亚洲地区
转移、产业格局产生重大变化的趋势是行业企业的快速发展的重大机遇。纺织印染助剂
行业及企业的研究，对行业和企业的进一步发展具有现实的指导意义
通过对BD公司市场营销内外部环境定性与定量相结合的分析，识别制约企业发展
的瓶颈因素并确认优化导向。研究发现市场营销是行业企业生存发展的关键环节，成本
控制和供应链安全管理则是制约企业规模化发展的瓶颈因素。采用波士顿矩阵分析与交
叉研究等方法对BD公司客户开发效率和营销服务效率问题的解决思路和方案进行了评
估，确认了以信息共享框架为基础、产品营销与关系营销并重的策略优化可行性方案可
以突破企业面临的营销困境，全面提升企业市场营销竞争力和运营效率。研究结果揭示
了行业主要技术类型企业的发展策略组合选择以及突破发展瓶颈的努力方向，具有普遍
的行业参考价值
关键词：市场营销；纺织印染助剂；波士顿矩阵分析
- II -
The Research on Marketing Strategy of BD Company
Abstract
Characterized with industrial marketing profiting and technology-intensive, the textile
and dyeing auxiliaries industry possesses high value-added and low environmental pollution
advantages, which is identical with the requirement of the domestic industrial development.
The great opportunity for industry enterprises to achieve high-speed expansion rests with
industry market maturity, migration and pattern change in contrast to the low-level of the
domestic industry development. Research on the industry and its enterprises is significant for
guiding industry and enterprises development in reality.
Through the internal and external environment analysis on BD company, it identifies the
bottleneck factors that restrict the development of the company, hence to discriminate
optimization direction via the combination of qualitative and quantitative methods. It is
inferred from the research that, for industrial enterprises, marketing playing a key role in
survival and development while cost control and supply chain security management as a
bottleneck restricting the expansion of scale. The ideas and solutions to solving the issues of
BD company in customer development and marketing service have been brought into
evaluation via Boston Consulting Group Matrix Analysis and cross-study method. It is
confirmed to be a breakthrough with comprehensive efficiency promotion in marketing and
operating that the optimized strategy should attach equal importance to both product
marketing and relationship marketing based on information sharing framework. The
conclusion reveals the options and effort directions for industry enterprises in major technical
aspects to propose their development strategy combination, which offering valuable reference
to the whole industry.
Key Words：Marketing; Textile Printing and Dyeing Auxiliaries; BCG Matrix Analysis
- III -
目录
摘要 ..... I
Abstract ...... II
1绪论 ...... 1
1.1研究背景 ........... 1
1.2研究意义 ........... 1
1.3研究内容 ........... 2
1.4研究方法 ........... 3
1.5研究思路 ........... 3
2市场营销管理理论综述 .......... 5
2.1市场营销STP理论 ...... 5
2.2市场营销4P、4C及4R理论 . 5
2.2.14P营销理论 ....... 5
2.2.24C营销理论 ...... 6
2.2.34R营销理论 ...... 6
2.3市场采购决策与品牌敏感度相关性理论 ....... 7
2.4波士顿矩阵分析法 ....... 8
3BD公司营销外部环境分析 ... 9
3.1宏观环境分析 ... 9
3.1.1政策环境9
3.1.2经济环境 .......... 10
3.1.3技术环境 .......... 10
3.1.4社会文化环境 .. 12
3.2市场购买行为分析 ..... 14
3.2.1行业市场特点 .. 14
3.2.2行业市场购买行为影响因素分析 ...... 14
3.2.3行业市场购买决策过程分析 .. 15
3.2.4纺织印染助剂品牌市场采购敏感度分析 ...... 16
3.3行业分析 ......... 16
3.3.1行业市场分析 .. 16
3.3.2产业链、价值链分析 .. 17
3.3.3同业代表企业营销实践 .......... 19
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3.3.4行业特征及发展现状分析 ...... 21
3.4本章小结 ......... 22
4BD公司企业内部环境分析 . 25
4.1BD公司介绍 .. 25
4.1.1公司概况 .......... 25
4.1.2公司经营现状 .. 25
4.2BD公司营销现状 ...... 27
4.2.1市场细分、目标市场和市场定位 ...... 27
4.2.2产品策略组合 .. 29
4.2.3营销与应用技术服务整合策略 .......... 30
4.2.4竞争为导向的定价策略 .......... 30
4.2.5直接渠道策略 .. 31
4.2.6人员促销策略 .. 31
4.3BD公司资源及能力分析 ...... 31
4.3.1BD公司资源分析 ....... 31
4.3.2BD公司能力分析 ....... 31
4.4BD公司营销问题分析 .......... 32
4.3.1营销问题现象描述 ...... 32
4.3.2营销问题成因分析 ...... 32
4.5本章小结 ......... 36
5BD公司市场营销策略方案 . 37
5.1BD公司营销策略优化思路 .. 37
5.1.1客户开发效率优化 ...... 37
5.1.2资源信息化整合 .......... 40
5.1.3营销服务信息共享 ...... 41
5.1.4染料商品化技术应用 .. 42
5.1.5人力资源策略优化 ...... 43
5.2BD公司市场营销策略组合优化方案 .......... 44
5.2.1市场细分、目标市场和市场定位 ...... 44
5.2.2产品策略组合优化方案 .......... 45
5.2.3营销与应用技术服务整合策略优化方案 ...... 46
5.2.4竞争为导向的定价策略优化方案 ...... 47。