HX建筑装饰工程有限公司市场营销管理研究

发布时间：2018-05-14 12:41

本文选题：装饰 + 现状　；参考：《西南交通大学》2014年硕士论文

【摘要】：建筑装饰装修行业在改革开放的浪潮中获得了长足的进步,现已发展成为受全社会高度重视的朝阳产业。随着该行业的快速发展,大量的劳动力资源、资金等进入到本行业中,同时也带来了很多先进的技术和施工工艺。这些使得该行业的市场规模得以快速扩大,也引发了行业内部企业之间的激烈竞争,由此就带来了行业利润下滑,企业的创新水平和项目的创新空间都已经挤压到很小的空间。面对这样的行业环境,建筑装饰企业必须制定适宜的市场营销战略,从而保证企业在市场上赢得更高的地位和优势,增加企业的利润空间。本文的研究以HX建筑装饰工程有限公司的市场营销管理作为研究的主要内容,系统的对HX建筑装饰工程有限公司当前市场营销的外部市场环境进行了分析,并以SWOT方法为工具系统的分析了该公司市场营销的优势、劣势、机会和威胁。基于以上的分析,本文以目标市场战略为研究基础,对建筑装修装饰市场进行了细分,并确定了该公司的目标市场以及市场定位。然后,本文从五个方面对该公司的市场营销策略进行了制定：一是品牌策略。二是渠道策略。三是沟通与宣传策略。四是客户关系营销策略。五是差异化策略。最后,从人力资源管理、风险评估与控制制度、市场营销运作的资金管理、营销策略控制等四个方面来对该公司应采取的应对措施进行了阐述。本论文通过对HX公司当前市场营销现状的系统分析,希望能够为HX公司的营销策略给出适当的建议,也希望本研究能为我国建筑装饰行业的发展起到相应的借鉴作用。从一定程度上来说,这对于未来我国建筑装修装饰行业的健康发展具有重大的实践意义。
[Abstract]:Building decoration and decoration industry has made great progress in the tide of reform and opening up, and has developed into a sunrise industry highly valued by the whole society. With the rapid development of the industry, a large number of labor resources, capital and other into the industry, but also brought a lot of advanced technology and construction technology. These make the market scale of this industry expand rapidly, also cause the fierce competition among the enterprises within the industry, thus bring the industry profit to decline, the innovation level of the enterprise and the innovation space of the project have been squeezed to a very small space. In the face of this industry environment, architectural decoration enterprises must formulate appropriate marketing strategy, so as to ensure that enterprises win higher status and advantage in the market, and increase the profit space of enterprises. Based on the marketing management of HX Architectural Decoration Engineering Co., Ltd., this paper systematically analyzes the external marketing environment of HX Architectural Decoration Engineering Co., Ltd. The advantage, disadvantage, opportunity and threat of the company's marketing are analyzed systematically with SWOT method. Based on the above analysis, based on the target market strategy, this paper subdivides the construction decoration market, and determines the target market and market positioning of the company. Then, this paper formulates the marketing strategy of the company from five aspects: first, brand strategy. Second, channel strategy. The third is communication and propaganda strategy. Fourth, customer relationship marketing strategy. Fifth, the strategy of differentiation. Finally, this paper expounds the countermeasures that the company should take from four aspects: human resource management, risk assessment and control system, capital management of marketing operation and marketing strategy control. Through the systematic analysis of the current marketing situation of HX Company, this paper hopes to give appropriate suggestions for the marketing strategy of HX Company, and also hope that this study can play a reference role in the development of architectural decoration industry in China. To a certain extent, this is of great practical significance for the healthy development of the construction decoration industry in our country in the future.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92

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