BX建材营销策略分析

发布时间：2018-05-07 02:17

本文选题：建材市场 + 营销策略　；参考：《广西师范大学》2013年硕士论文

【摘要】：本文选取中国建材行业中具有代表性的BX建材作为研究对象,首先分析了我国建材行业的当前现状。之后,在市场调查的基础上,本文先后综合使用了管理学中的经典分析方法：PEST分析方法,波特五力竞争模型分析法,SWOT分析方法,4P营销理论,对BX建材进行了系统的分析。本文对BX建材公司的营销环境进行了分析,首先,采用PEST分析方法对其外部宏观环境进行了分析,接下来,对纸面石膏板行业的竞争力进行了分析,最后,采用波特五力竞争模型对BX建材公司的竞争力进行了分析。研究表明：目前,我国整个石膏板市场处于扩张期,产能过剩,产能利用率较低。我国人均石膏板用量远远低于西方发达国家水平,发展差距决定了中国石膏板行业容量具备广阔的提升空间。本文还采用SWOT分析方法具体分析了BX建材的竞争优势,竞争劣势,机会,威胁。采用4P营销组合策略分析分别从产品,价格,营销渠道,促销四个方而对BX建材的营销策略进行了分析。研究表明：BX建材的竞争优势主要体现在其全国产业布局,自主研发能力优势,税收优惠和央企的独特性质。BX建材的竞争劣势主要体现在“龙牌”定位绿色高端,市场价格较高,假伪产品屡禁不止,市场上充斥着大量假冒伪造的龙牌石膏板。BX建材的机会主要在于纸面石膏板市场容量巨大,生产企业发展机会较多；建筑防火材料要求的提高促进了纸面石膏板使用的增长；国家政策对新型墙体材料的支持为企业的发展带来了机会：经济发展水平的不断提高增加了对高档石膏板的需求。BX建材的威胁主要在于行业内企业之间竞争日趋激烈；替代产品竞争越来越激烈；消费者选择空间的增大使企业必须以客户为中心；纸面石膏板自身的缺陷使其在市场竞争中受到威胁。而“龙牌”的品牌认知度较高,但BX建材对其商标保护不足。此外,公司高档产品的定价过高,对家装市场兼顾不足,所以,需要加强普通消费者品牌的建设。
[Abstract]:In this paper, the representative BX building materials in Chinese building materials industry is selected as the research object. Firstly, the current situation of the building materials industry in China is analyzed. After that, on the basis of market research, this paper has used the classical analysis method of management science, the analysis method of "1% pest", and the method of SWOT analysis method of SWOT competition model to analyze the BX building materials systematically. This article has carried on the analysis to the BX building materials company's marketing environment, first, has carried on the analysis to its external macroscopic environment by using the PEST analysis method, then, has carried on the analysis to the paper plasterboard industry's competition ability, finally, has carried on the analysis to the paper plasterboard industry's competition ability, finally, This paper analyzes the competitiveness of BX Building Materials Company by using Porter's five-force competitive model. The results show that: at present, the whole gypsum board market in our country is in the expansion period, with overcapacity and low capacity utilization ratio. The per capita consumption of gypsum board in China is far lower than that in western developed countries. This paper also analyzes the competitive advantage, competitive disadvantage, opportunity and threat of BX building materials by using SWOT analysis method. The marketing strategy of BX building materials is analyzed from four aspects: product, price, marketing channel and promotion by using 4P marketing combination strategy. The research shows that the competitive advantage of BX building materials is mainly reflected in the national industrial layout, the advantages of independent R & D capability, the preferential taxation and the unique nature of the central enterprises. The competitive disadvantage of BX building materials is mainly reflected in the position of "Dragon Brand" at the green and high-end level and the high market price. Fake and fake products repeatedly prohibited, the market is flooded with a large number of counterfeit bogus plasterboard. BX building materials opportunities mainly lie in the paper plasterboard market capacity is huge, production enterprises have more opportunities to develop; The improvement of the requirement of building fire proof material promotes the increase of the use of paper plasterboard. The support of the national policy to the new wall material brings the opportunity for the development of the enterprise: the constant improvement of the economic development level increases the demand for the high-grade gypsum board. The threat of building materials mainly lies in the increasingly fierce competition among the enterprises in the industry; The competition of alternative products is becoming more and more intense; the increase of consumer choice space makes enterprises must be customer-centered; the defects of paper plasterboard itself make it be threatened in the market competition. The brand recognition of "long brand" is high, but BX building materials to its trademark protection is insufficient. In addition, the high-grade products of the company pricing too high, not enough to the home decoration market, so we need to strengthen the construction of consumer brands.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

【参考文献】