A公司绿色建材营销策略研究

发布时间：2018-12-12 16:35

【摘要】：随着新型城镇化的蓬勃发展,城市内涵的不断提升,对建筑材料的要求也日趋转变,环保、功能、美观等诉求日益增加。未来建材行业的发展方向是推广低耗能、无污染且与生态环境相适应的绿色建材产品。中小型建材企业作为建材行业的中坚力量和重要组成部分,应该号准发展脉搏,正视发展趋势,抢抓发展机遇,只有这样才能在后期的发展中保持持续的生命力。在国内环保意识不断增强大环境下,A公司作为专业从事利用工业废弃物制造外墙饰面材料的科技型中小企业,却面临销售增长放缓和发展后劲不足的尴尬境地。本文以市场营销相关理论及分析方法来帮助A公司制定营销策略,帮助其市场实践迈上新台阶,实现新突破。在充分做好文献的检索、查阅和研究的基础上,本文首先对我国建材市场的发展情况、制约问题进行概括总结,分析中小绿色建材企业存在的共性问题;其次,针对A公司的实际情况,综合运用PEST、SWOT等方法分别研究外部营销环境和内部综合环境,并据此根据STP理论进行市场细分、市场选择和市场定位;最后,运用4Ps营销理论的方法完成公司营销策略组合的设计。本文采用实证分析的方法,针对新型外墙饰面材料这一专业领域特点进行了深入研究,为其拓展国内市场指明了方向。同时,本文也为其他中小型建材生产企业的市场拓展提供一些参考。
[Abstract]:With the vigorous development of new urbanization and the continuous improvement of urban connotation, the requirements of building materials are also changing day by day, and the demands of environmental protection, function and aesthetics are increasing day by day. In the future, the development direction of building materials industry is to promote green building materials with low energy consumption, no pollution and suitable ecological environment. As the backbone and an important part of the building materials industry, the small and medium-sized building materials enterprises should sign the pulse of development, face up to the development trend, and seize the development opportunity. Only in this way can the development in the later period maintain a sustained vitality. Under the circumstance of increasing the awareness of environmental protection in our country, A company, as a scientific and technological medium and small enterprise specialized in manufacturing exterior wall finishing materials from industrial waste, is facing the awkward situation of slowing down the sales growth and lack of development stamina. In this paper, the relevant theories and analysis methods of marketing are used to help company A to formulate marketing strategy, to help its market practice to a new level and to achieve a new breakthrough. On the basis of literature retrieval, reference and research, this paper summarizes the development and restriction of the building materials market in China, and analyzes the common problems existing in the small and medium green building materials enterprises. Secondly, according to the actual situation of company A, the paper studies the external marketing environment and the internal comprehensive environment by using the method of PEST,SWOT, and according to the STP theory, carries on the market segmentation, the market choice and the market orientation; Finally, 4Ps marketing theory is used to complete the design of company marketing strategy combination. Based on the empirical analysis, this paper makes a thorough study on the characteristics of the new exterior wall facing material, and points out the direction of developing the domestic market. At the same time, this article also provides some references for the market expansion of other small and medium-sized building materials production enterprises.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F274

【参考文献】