A家纺公司产品营销策略研究

发布时间：2018-06-17 06:23

本文选题：家纺市场 + 市场竞争　；参考：《天津工业大学》2016年硕士论文

【摘要】：改革开放以来,我国经济稳步发展。家纺行业伴随着人民生活水平的提高,城市化进程的稳步推进及房地产产业的大行其道,在近十多年来得到了迅速发展。在国内经济与世界经济不断碰撞融合的今天,家纺产品越来越规范化、市场化、国际化,需求量也不断增大,它们的发展在提供高品质生活的同时,也为行业发展,国内生活水平的提高及经济的稳步发展提供着支持。而对于家纺产品,好的产品从开发定位、面市到运营管理都需时刻关注市场动态,充分运用营销理论加以分析指导,制定完善的营销策略,进而才能更好地达成经营预期。随着家纺市场竞争越来越激烈,市场营销观念也不断被人们所熟知、接受和吸收,并灵活运用,同时也在不断发展。论文包括绪论共分为5章,并在文章结尾总结得出结论。作者首先提出本文研究背景及意义,交代本文研究整体思路和主要内容,通过参考大量文献资料,围绕市场营销理论和方法,营销战略管理、市场营销理论状况等,总结出国内及国外研究成果和发展趋势；其次,作者重点分析了家纺布艺面料市场情况,针对A公司主要市场发展现状和前景,通过进行市场调查,研究宏观和区域市场状况及主要行业客户需求把控,分析A公司产品的竞争态势、市场地位及现状,同时通过利用多种分析方法,对A公司主要产品的市场竞争状况进行细致的剖析,为营销策略的制定提供了理论依据；作者在重点对市场、企业主要产品、价格、渠道、促销策略的研究基础上,为A公司制定有效的市场营销策略,进而尽快更好地完成企业销售计划,巩固并提升A家纺公司在家纺市场的优势地位。论文将提出的营销管理策略应用到了具体企业中,为其他同类型企业的营销策略研究提供借鉴。
[Abstract]:Since reform and opening up, our country economy develops steadily. With the improvement of people's living standard, the steady progress of urbanization and the development of real estate industry, home textile industry has developed rapidly in the past ten years. Today, when the domestic economy and the world economy continue to collide and merge, home textile products are becoming more and more standardized, market-oriented, internationalized, and the demand for them is also increasing. Their development provides a high quality of life and at the same time develops for the industry. The improvement of domestic living standard and steady development of economy provide support. For home textile products, good products need to pay close attention to market dynamics from development orientation, market to operation management, make full use of marketing theory to analyze and guide, formulate perfect marketing strategy, and then can better achieve business expectations. With the competition of home textile market becoming more and more fierce, the concept of marketing has been known, accepted and absorbed by people, and used flexibly, at the same time, it is developing constantly. The thesis consists of five chapters, and concludes at the end of the article. First of all, the author puts forward the background and significance of this study, explains the overall ideas and main contents of this study, and by referring to a large number of literature, focuses on the marketing theory and methods, marketing strategy management, marketing theory, etc. Secondly, the author analyzes the situation of textile fabric market, aiming at the present situation and prospect of A company's main market, through the market research, To study the macro and regional market situation and customer demand control in major industries, to analyze the competitive situation, market position and current situation of company A products, and at the same time, to use a variety of analytical methods, A detailed analysis of the market competition situation of the main products of Company A provides a theoretical basis for the formulation of marketing strategies, and the author focuses on the market, the main products of the enterprise, the price, the channel, and the promotion strategy. Make effective marketing strategy for company A, and complete the sales plan as soon as possible, consolidate and enhance the dominant position of A home textile company in the home textile market. The paper applies the proposed marketing management strategy to specific enterprises and provides reference for the study of marketing strategies of other enterprises of the same type.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.81

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