G企业建筑外墙保温产品营销策略改进研究

发布时间：2018-11-12 17:25

【摘要】：人类对全球资源的不断消耗,引起了环境的改变,随着人们对生存环境的日益重视,环境保护已经成为一个世界关注的焦点。世界各国对环境保护的要求不断提高,节能在环境保护中所起到的作用也越来越被各国所重视。在所有建筑能耗中,建筑围护结构的能耗所占比例较大,而外墙面积又占围护结构绝大部分,因为外墙保温隔热技术处理对降低建筑耗能和提高室内舒服性关系巨大,所以外墙保温技术应运而生。纵观国内外建筑墙体保温的发展历史,建筑外墙外保温已逐渐成为外墙保温的最主要的和应用最广泛的技术。外墙保温产品也逐步受到人们的青睐,具有广阔的市场前景。我国建筑保温从上世纪七十年代开始,才越来越被社会所重视。随着国家建筑节能标准的强制执行,外墙保温行业的进一步规范,外墙外保温行业的市场容量会进一步增大,行业蕴含商机无限。建筑外墙保温行业前景广阔,据有关数据统计,到2014年,与建筑保温行业相关的企业已达上万家,虽然数目众多,但整体规模偏小,市场竞争不规范,竞争激烈。生产外墙外保温产品的G企业如何把握市场机遇,提高市场占有率,制订有效的市场营销策略变得尤为重要。本文以G企业为背景,依据4C市场营销理论,运用PEST研究方法,从G企业建筑外墙外保温产品营销现状入手分析其在产品,营销渠道,沟通等方面存在问题,进而对G企业的宏观环境、客户需求、竞争对手进行分析,并对G企业内部也进行了优劣势分析。基于此,提出G企业建筑外墙保温材料市场营销策略的改进建议以及营销策略顺利实施的保障措施。本研究得出结论,即在当今激烈的市场竞争中,企业要想生存并有良好的发展,就必须从公司实际出发,了解顾客需求,细分顾客市场,做好针对营销,改进和制定营销策略,从顾客求出发,降低顾客购买成本,完善营销渠道,增强和顾客的沟通,并把改进付诸行动。本文的研究,对同行业企业的营销策略制定也有一定的帮助的借鉴作用。
[Abstract]:Human consumption of global resources has caused environmental changes. With the increasing attention to the living environment, environmental protection has become the focus of attention of the world. The requirement of environmental protection is increasing all over the world, and the role of energy conservation in environmental protection has been paid more and more attention. In all the building energy consumption, the energy consumption of the building envelope structure accounts for a large proportion, and the external wall area accounts for the vast majority of the envelope structure, because the thermal insulation technology of the external wall has a great relationship to reduce the building energy consumption and improve the indoor comfort. So the external wall insulation technology came into being. Throughout the history of building wall insulation at home and abroad, external wall insulation has gradually become the most important and most widely used technology of external wall insulation. Wall insulation products are gradually favored by people, with broad market prospects. Building insulation in our country has been paid more and more attention to by the society since the seventies of last century. With the enforcement of national building energy conservation standards and the further standardization of external wall insulation industry, the market capacity of external wall insulation industry will further increase, and the industry contains unlimited business opportunities. According to relevant data statistics, by 2014, the number of enterprises related to building insulation industry has reached tens of thousands, although the number is numerous, the overall scale is small, the market competition is not standard, the competition is fierce. How to grasp the market opportunity, increase the market share and formulate the effective marketing strategy for the G enterprise which produces the exterior wall external insulation product becomes particularly important. Taking G enterprise as the background, according to the marketing theory of 4C, using the research method of PEST, this paper analyzes the existing problems in the aspects of product, marketing channel, communication and so on, from the current situation of the marketing of external insulation product of G enterprise building exterior wall. Then, the macro environment, customer demand and competitors of G enterprise are analyzed, and the advantages and disadvantages of G enterprise are also analyzed. Based on this, the paper puts forward some suggestions to improve the marketing strategy of exterior wall insulation material of G enterprise and the guarantee measures for the successful implementation of the marketing strategy. The conclusion of this study is that in order to survive and develop well in today's fierce market competition, enterprises must start from the company's reality, understand customer demand, segment customer market, do well in marketing, improve and formulate marketing strategy. From customer demand, reduce customer purchase cost, perfect marketing channel, strengthen communication with customer, and put the improvement into practice. The research in this paper is helpful to the marketing strategy of the same industry.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92;F274

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