A marketing profile of the U.S. structural insulated panel industry
A marketing profile of the U.S. structural insulated panel industry
复制标题
美国结构绝缘板行业的营销概况
DOI：
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发表时间：
1999
期刊：
影响因子：
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通讯作者：
R. Adams
中科院分区：
文献类型：
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作者：
M. Gagnon;R. Adams
结构隔热板（SIPs）提供了比传统建筑方法更好的性能，但在美国建筑业没有获得可观的市场份额。为了增加这一份额，SIP行业提出了一项以营销为重点的激进计划。本研究通过对制造商的调查，为SIP行业信息和营销活动提供参考点。调查考察了公司概况、竞争战略、联盟、营销承诺指数和营销组合。1996年，59家小型制造商组成了美国工业园区，估计销售额为7400万美元，就业人数为750人。住宅建筑市场占这些销售额的70%以上。公司之间最常见的职能联盟是建筑规范审批。常见的SIP是一个6英寸厚的面板，带有定向串流板和膨胀的聚苯乙烯泡沫芯。60%的公司认为传统木结构是他们最大的竞争威胁。超过一半的公司在竞争战略中使用sip的独特功能和价值，以使其产品与其他产品区分开来。调查还显示，该行业缺乏营销承诺，即大多数SIP公司没有营销计划，没有聘请营销专家，在营销预算上花费很少。通过宣传册、销售电话和邮件，建筑商、建筑师和房屋/建筑物所有者同样成为SIP推广的目标。
Structural insulated panels (SIPs) offer improved performance over traditional building methods, but have not gained substantial market share in U.S. construction. To increase this share, the SIP industry proposed an aggressive plan with a marketing focus. This research conducted a survey of manufacturers to provide a reference point of SIP industry information and marketing activities. The survey examined company profiles, competitive strategy, alliances, indices of marketing commitment, and the marketing mix. In 1996, 59 small manufacturers comprised the U.S. SIP industry with estimated sales of $74 million and employment of 750. Residential construction markets made up more than 70 percent of these sales. The most common functional alliance between companies was for building code approval. A common SIP was a 6-inch-thick panel with oriented strandboard and an expanded polystyrene foam core. Sixty percent of the companies perceived traditional wood framing as their greatest competitive threat. More than half the companies used the unique features and value of SIPs in their competitive strategy to differentiate their product from others. The survey also showed a lack of marketing commitment in the industry, i.e., the majority of SIP companies did not have a marketing plan, did not employ a marketing specialist, and spent little on their marketing budgets. Builders, architects, and home/building owners were equally targeted for SIP promotion using brochures, sales calls, and mailings.