北京乐家装饰公司营销策略研究

发布时间：2018-05-31 20:28

本文选题：乐家装饰公司 + 家装　；参考：《吉林大学》2017年硕士论文

【摘要】：伴随着消费升级,人们生活品质的不断提高,在追求舒适、优美和个性化的消费方式驱动下,对家装的需求也在不断提升。近年来房地产的发展,房屋数量的骤增,家装行业也随之得到了快速的发展。巨大的市场份额和发展空间,同时又极低的行业集中度,都让家装企业未来的发展拥有了无限广阔的空间。近年来虽然国内出现了一些具有影响力的连锁家装公司,但还没有一家公司可以占据大部分市场份额。家装行业已是非常成熟的行业,但家装公司却总是难以发展壮大为集团性公司,这和家装行业的特性有很大关系,家装行业的集中度很低,目前的行业格局仍旧是激烈竞争情况下的大行业、小企业的现状,营销策略简单是目前家装行业存在的普遍问题。在这种情况下对家装行业进行营销策略研究,就显得很有意义。本文通过对选题背景、研究意义和研究方法的分析,回顾了家装行业的发展历程和相关研究状况,给出了对乐家装饰公司营销策略研究的框架。通过对家装行业现状和家装产品特性的介绍,明确了家装产品的服务特性。对北京乐家装饰公司进行介绍,总结公司营销现状,提出营销方面存在的问题。对公司外部环境和内部环境进行了全面的分析,清楚认识到公司的优势和劣势。运用目标市场营销理论对北京乐家装饰公司进行市场细分,并对细分后的目标市场进行综合分析,结合北京装饰公司自身情况对目标市场进行明确和定位,根据家装产品特性明确公司在目标市场应使用的营销策略,最后从产品、价格、促销、渠道和服务五个方面进行了详细的营销策略研究。
[Abstract]:With the consumption upgrade and the continuous improvement of people's quality of life, driven by the pursuit of comfortable, beautiful and personalized consumption mode, the demand for home decoration is also rising. In recent years, the development of real estate, the number of houses, home decoration industry has also been rapid development. The huge market share and the development space, at the same time the extremely low industry concentration degree, all have the infinite broad space for the family decoration enterprise's future development. In recent years, although there have been a number of influential home decoration companies, but no company can occupy most of the market share. The home decoration industry is a very mature industry, but it is always difficult for the home decoration company to grow into a group company. This has a lot to do with the characteristics of the home decoration industry, and the concentration of the home decoration industry is very low. The present industry pattern is still the big industry under the situation of fierce competition, the present situation of the small enterprise, the simple marketing strategy is the common problem existing in the home decoration industry at present. In this case, it is very meaningful to study the marketing strategy of home decoration industry. Based on the analysis of the background, significance and research methods, this paper reviews the development process and related research situation of home decoration industry, and gives the framework of the research on the marketing strategy of Lejia Decoration Company. Through the introduction of the present situation of the home decoration industry and the characteristics of the home decoration products, the service characteristics of the home decoration products are clarified. This paper introduces the Beijing Lejia Decoration Company, summarizes the current marketing situation of the company, and puts forward the problems in marketing. A comprehensive analysis of the company's external and internal environment, clearly recognized the company's strengths and weaknesses. Using the target marketing theory to subdivide the target market of Beijing Le Jia Decoration Company, and analyze the target market after segmentation, and make clear and position the target market according to the situation of Beijing Decoration Company. According to the characteristics of home furnishing products, the marketing strategies should be used by the company in the target market are defined. Finally, the marketing strategies are studied in detail from five aspects: product, price, promotion, channel and service.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.92

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