分类号 密级
U D C学校代码 10689
硕士学位论文
数字经济背景下 H 公司 4C 营销策略研究
Study on 4C Marketing Strategy of H Company under the
Background of Digital Economy
姓名： 龚晓辉
导 师（职称）： 聂元昆 （教授）
申 请 学 位 类别：专业硕士
专业： 工商管理
研 究 方 向： 市场营销
学院（中心、所）： 商学院
2022 年 12 月 12 日
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日期：2022 年 12 月 12 日日期：2022 年 12 月 12 日
摘要
摘 要
现阶段我国的建筑建材生产量和消费规模在全球各国中排名位居第二位，对
于现阶段我国建筑建材市场来讲，跨国公司与国内企业之间的竞争呈现出十分胶
着的态势。现阶段我国建筑建材行业的需求正在逐步的降低，发展的“增量”有
所减缓，具有存量博弈等行业竞争特点。营销模式也围绕着消费者需求发生了极
大的变化，营销策略也随之变化。通过大量数据的沉淀，我们对消费者的需求越
来越清晰，这种购买方式不仅节约了购买成本，同时双方也能获得更好的体验。
营销已升级为企业的战略核心。
H 公司在建筑建材行业深耕多年，虽然针对传统营销理论的研究取得了诸多
的学术成果，但在互联网时代针对建筑涂料的营销研究，大部分相对模糊且营销
研究结合实例较少，缺乏较为准确的指导意义。
本文通过研究国内外营销理论和发展历程，梳理思路，总结了营销实践经验。
其次，本文通过调查问卷及深入访谈，针对H 公司营销现状进行分析讨论，总结
出 H 公司在营销方面存在的问题：缺乏对消费市场个性化需求的精准定位；缺
少数字经济背景下的营销手段分析，与需求端脱节；产品未按差异化定价，其价
格未贴近市场；公司生产运营管理不具备数字经济背景下营销管理经验。究其原
因在于：营销开展不到位，营销策略不精准。
本文通过 PEST 理论洞察国内建筑涂料的宏观环境，通过竞争环境及SWOT
分析，梳理出建筑涂料的发展趋势与潜在机会。针对以上问题，H 公司制定并优
化了解决方案：从消费者、成本、便利、沟通四个维度分析并设计出营销方案。
同时建立并完善信息化体系，支撑大数据精准营销运行；结合市场调研数据，从
消费者的信息收集，把控消费者的真实需求；从多方面分析成本，优化消费者购
买成本；建立与消费者健全的便利渠道；通过双方全方面沟通，提升客户粘性，
促进产品销售。
关键词：市场营销；营销策略；营销管理；建筑涂料
I Abstract
Abstract
At this stage, Chinese production and consumption scale of building materials
rankthe second in the world. For Chinese building materials market at this stage, the
competition between transnational corporations and domestic enterprises presents a
very cohesive situation. At this stage, the demand of Chinese building materials
industry is gradually decreasing, the "increment" of development has slowed down, and
it has the characteristics of stock game and other industrial competition. The marketing
mode has also changed greatly around the consumer demand, and the marketing
strategy has also changed accordingly. Through the precipitation of a large amount of
data, our demand for consumers is becoming clearer and clearer. This purchase method
not only saves the purchase cost, but also enables both parties to get a better experience.
Marketing has been upgraded to the strategic core of the enterprise.
Company H has been deeply involved in the building materials industry for many
years. Although many academic achievements have been made in the research on
traditional marketing theories, most of the marketing research on building coatings in
the Internet era is relatively vague and the combination of marketing research with
examples is rare, lacking more accurate guiding significance.
This paper summarizes the marketing practice experience by studying the
domestic and foreign marketing theory and development process, combing the ideas.
Secondly, through questionnaires and in-depth interviews, this paper analyzes and
discusses the current marketing situation of Company H, and summarizes the existing
problems of Company H in marketing: lack of accurate positioning of personalized
demand in the consumer market; Lack of analysis of marketing means in the context of
digital economy, which is disconnected from the demand side; The product is not priced
according to differentiation, and its price is not close to the market; The production and
operation management of the company does not have the marketing management
experience under the digital economy background. The reason is that the marketing is
II Abstract
not in place and the marketing strategy is not accurate.
In this paper, PEST theory is used to gain insight into the macro environment of
domestic architectural coatings, and the competitive environment and SWOT analysis
are used to sort out the development trend and potential opportunities of architectural
coatings. In view of the above problems, Company H has formulated and optimized the
solution: analyzed and designed the marketing plan from the four dimensions of
consumer, cost, convenience and communication. At the same time, establish and
improve the information system to support the operation of big data precision marketing;
Combine market research data, collect information from consumers, and control the
real needs of consumers; Analyze the cost from various aspects and optimize the
purchase cost of consumers; Establish convenient channels for consumers; Improve
customer stickiness and promote product sales through all-round communication
between both parties.
Key words: Marketing management; marketing strategy marketing management;
architectural coating
III