佛山市旭辉五金发展有限公司营销战略研究

发布时间：2018-10-22 14:06

【摘要】：佛山市旭辉五金发展有限公司在中国经营门窗和家具已有十年之久。在门窗和家具行业有举足轻重的地位，是中国最成功的门窗和家具制造企业之一。品牌管理是每个企业必不可少的部分。佛山旭辉已经成功创建了其自有品牌，在中国内地及海外有很高的知名度。本文使用相关分析工具和模型，分析了该公司目前的市场战略，而且制定了未来三年的战略营销策划。本文主要分为五部分，首先探讨了本论文的研究目的、范围以及研究方法的局限性；其次介绍了该公司的历史背景、经营状况、企业使命、营业目标；再次，采用4p理论，分析了当前的市场现状和竞争态势，并采用SWOT分析方法，对佛山市旭辉五金发展有限公司的外部环境的机会和威胁，内部环境的优势和劣势进行了深入地分析；然后基于波特五种力量模型，制定了该公司的市场战略，，该战略包括目标市场战略、财务目标、销售目标；最后，提出了一项行动计划,制定了该公司的所面临的问题的解决方案。这不仅对佛山市旭辉五金发展有限公司的发展有重要意义，同时也对其他类似的家具公司有指导意义。
[Abstract]:Foshan Xuhui hardware Development Co., Ltd. in China has been operating doors and windows and furniture for ten years. In the door and window and furniture industry has a pivotal position, is one of the most successful door and window and furniture manufacturing enterprises in China. Brand management is an essential part of every enterprise. Foshan Xuhui has successfully established its own brand, with high reputation in mainland China and overseas. This paper analyzes the current market strategy of the company by using relevant analysis tools and models, and formulates the strategic marketing plan for the next three years. This paper is mainly divided into five parts. Firstly, it discusses the purpose, scope and limitation of the research method; secondly, it introduces the historical background, business situation, enterprise mission, business objectives of the company; thirdly, it adopts 4p theory. This paper analyzes the current market situation and competition situation, and analyzes the opportunities and threats of the external environment, the advantages and disadvantages of the internal environment of Foshan Xuhui hardware Development Co., Ltd., by using the SWOT analysis method. Then, based on Porter's five force models, the company's market strategy is developed, which includes the target market strategy, the financial target, and the sales target. Finally, an action plan is proposed. A solution to the problems faced by the company was developed. This is not only of great significance to the development of Foshan Xuhui hardware Development Co., Ltd, but also to other similar furniture companies.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F274

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