新田公司市场营销策略研究

发布时间：2018-04-14 23:20

本文选题：新田公司 + 市场营销策略　；参考：《西南交通大学》2013年硕士论文

【摘要】：集橱柜与橱柜功能五金为一体的整体厨房概念在发达国家早已普及,而被中国消费者接受的时间并不长。随着人们的生活方式不断转变,对厨房的人性化和功能性提出了更高的要求,集人性化、功能性为一体的橱柜功能性五金应势而生,橱柜功能五金作为橱柜的基本配套产品,占整个厨房设施成本的20%左右,分析研究橱柜的市场情况对橱柜功能五金的研究具有直接的指导意义。橱柜功能五金行业具有门槛低、利润高等突出特点,它的发展速度和市场空间让诸多行业自叹不如,吸引了越来越多的企业和投资者加入到了这个行业中来。中山市新田五金有限公司(以下简称新田公司)作为最早一批专业从事橱柜功能五金生产的制造型企业,面对当前的形势,该采取什么样的营销策略,将是永葆企业长青的关键所在。本文以中国当前的整体橱柜和橱柜功能五金市场的现状为背景,采用市场营销学理论和企业的营销实践相结合的方法,运用PEST分析法分析了新田公司的宏观环境,运用波特五力模型分析了新田公司的行业环境,并对新田公司企业内部微观环境进行了分析,在此基础上进行了SWOT分析,研究了新田公司的STP营销,制定了新田公司的市场营销策略,针对这一营销策略,文章最后提出了若干实施和保障措施。文章总结得出,新田公司的发展既有挑战也有机遇,继续保持高速健康增长的关键在于确定中高端的市场定位,坚持走品牌化发展路线的市场营销策略,搞好产品研发,利用渗透定价法的价格策略抢占市场,积极拓宽销售渠道,对营销组织进行再造设计,强化水槽和拉篮一体化的营销模式,集中精力推广“德美”品牌,做好免费上样、产品促销和展会推广等营业推广活动,做好广告促销,大力提升品牌知名度；加强终端形象建设,提升品牌形象；做好人力资源的培训与管理,提高团队的执行力,健全营销信息化管理系统,完善售后服务体系的建设,提高员工的服务意识。
[Abstract]:The whole kitchen concept of cabinet and cabinet function hardware has long been popularized in developed countries, but has not been accepted by Chinese consumers for a long time.With the constant change of people's way of life, higher demands have been put forward on the humanization and functionality of the kitchen. The cabinet functional hardware, which integrates humanization and functionality, should come into being, and the cabinets function hardware is the basic accessory product of the cabinets.Accounting for about 20% of the cost of kitchen facilities, it is of direct significance to analyze the market situation of cabinets for the study of cabinet function hardware.Cabinet function hardware industry has low threshold, high profit and other outstanding characteristics, its development speed and market space let many industries lament, attracting more and more enterprises and investors to join this industry.Zhongshan Xintian hardware Co., Ltd. (hereinafter referred to as Xintian Company), as the first batch of manufacturing enterprises specializing in cabinet functional hardware production, what marketing strategy should be adopted in the face of the current situation,It will be the key to everlasting business.Based on the current situation of the whole cabinet and the function hardware market in China, this paper analyzes the macro environment of Xintian Company by using the method of combining the marketing theory with the marketing practice of the enterprise and using the PEST analysis method.This paper analyzes the industry environment of Xintian Company by using Porter's five-force model, and analyzes the internal micro-environment of Xintian Company. On the basis of this, the author makes SWOT analysis, and studies the STP marketing of Xintian Company.This paper formulates the marketing strategy of Xintian Company, aiming at this marketing strategy, the article puts forward some implementation and safeguard measures.The paper concludes that the development of Xintian Company has both challenges and opportunities. The key to maintain high speed and healthy growth is to determine the market positioning of the middle and high end, adhere to the marketing strategy of brand development, and do a good job in product research and development.Use the price strategy of permeation pricing method to seize the market, actively broaden the sales channels, redesign the marketing organization, strengthen the integrated marketing model of sink and basket, concentrate on promoting the "Germany and America" brand, and do a good job of free sample.Product promotion and exhibition promotion and other business promotion activities, advertising promotion, vigorously enhance brand awareness; strengthen the terminal image construction, enhance brand image; do a good job of human resources training and management, improve the implementation of the team,Improve marketing information management system, improve the construction of after-sales service system, improve staff awareness of service.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

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