威尔地板国际工程市场领域品牌突破途径
发布时间：2018-12-21 20:44
【摘要】：随着欧债危机的蔓延以及北美经济长期萧条，中国的出口贸易面临越来越多的挑战。同时世界经济的放缓，国际房地产行业出现不同程度的萎缩。作为一家地板出口为主的企业，要想未来的国际竞争环境下发展壮大，威尔地板必须有明确的企业战略出路。为此本人对威尔地板公司面对未来的国际化竞争中，应该采取的战略计划，瞄准工程市场领域实现品牌突破。 笔者在自己的2004年进入建筑装饰材料行业以来，，不断研究威尔地板的发展战略，笔者通过1年在天津大学MBA的学习，结合在威尔地板公司实际工作的营销工作经验，对研究威尔地板公司现有大量客户，产品以及行业竞争情况,发现威尔地板在新兴市场方面有一定的领先性,在建筑装饰材料工程领域市场有一定的品牌，初步集聚了一批稳定的工程顾客资源,这些为威尔地板品牌未来在国际市场的发展奠定一定的基础。 在此情况下，笔者针对威尔地板未来实现品牌突破战略做出一些思考，笔者认为威尔地板品牌的进一步突破，实现途径如下：首先我们需要考虑的是就是威尔地板的未来整体发展战略，其次就是威尔地板内部的运营管理能力需要全面配合战略提升和修正，最后希望通过对现状地板产业的发展趋势，提出威尔地板营销策略的革新突变，来实现国际化的第一步战略目标，即在工程市场领域品牌国际化突破。 本文总共包括五章。前言部分主要介绍了本文创作的背景信息和研究，第一章主要介绍威尔地板所处的行业环境以及国际地板产业局势新变化。第二章简要介绍了品牌战略营销组合等有关理论。第三章在介绍中国地板行业的发展历程和现状的基础上，重点分析了威尔地板在工程营销组合以及运营管理方面存在的问题。第四章详细介绍了威尔地板公司的发展历程及其在目前地板行业营销环境和发展境界下有效的进行工程营销组合以及工程一体化出路。第五章主要分析了威尔地板工程一体化品牌营销组合实现途径。
[Abstract]:With the contagion of the European debt crisis and the prolonged recession in North America, China's export trade is facing increasing challenges. At the same time, the world economic slowdown, the international real estate industry in varying degrees of contraction. As a flooring export-oriented enterprise, will floor must have a clear strategic outlet if it wants to develop under the international competition environment in the future. In the face of the future international competition, I should take the strategic plan, aiming at the field of engineering market to achieve brand breakthrough. Since I entered the construction and decoration material industry in 2004, I have been studying the development strategy of will flooring. Through 1 year's study in MBA of Tianjin University, I have combined the actual marketing work experience in will flooring Company. On the research of will floor Company's existing large number of customers, products and industry competition, it is found that will flooring has a certain lead in emerging markets, and has a certain brand in the field of architectural and decorative materials engineering. A group of stable engineering customer resources have been collected, which will lay a foundation for the future development of will floor brand in the international market. In this case, the author of will floor in the future to achieve brand breakthrough strategy to make some thinking, the author thinks will floor brand further breakthrough, The way to achieve this is as follows: first, we need to consider the overall development strategy of will floor in the future; secondly, the operational management capability inside will floor needs to be fully coordinated with strategic upgrading and revision. Finally, it is hoped that through the development trend of the current flooring industry, will floor marketing strategy innovation mutation, to achieve the first strategic goal of internationalization, that is, in the field of engineering market brand internationalization breakthrough. This paper consists of five chapters. The preface mainly introduces the background information and research of this paper. The first chapter mainly introduces the industry environment of will flooring and the new changes of the international flooring industry. The second chapter briefly introduces the brand strategy marketing mix and other related theories. On the basis of introducing the development course and present situation of China's flooring industry, the third chapter mainly analyzes the problems existing in the engineering marketing mix and operation management of will flooring. The fourth chapter introduces the development course of will flooring Company and the effective combination of engineering marketing and the way out of engineering integration under the current marketing environment and development realm of the flooring industry. The fifth chapter mainly analyzes will floor engineering integration brand marketing combination realization way.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274
本文编号：2389438
[Abstract]:With the contagion of the European debt crisis and the prolonged recession in North America, China's export trade is facing increasing challenges. At the same time, the world economic slowdown, the international real estate industry in varying degrees of contraction. As a flooring export-oriented enterprise, will floor must have a clear strategic outlet if it wants to develop under the international competition environment in the future. In the face of the future international competition, I should take the strategic plan, aiming at the field of engineering market to achieve brand breakthrough. Since I entered the construction and decoration material industry in 2004, I have been studying the development strategy of will flooring. Through 1 year's study in MBA of Tianjin University, I have combined the actual marketing work experience in will flooring Company. On the research of will floor Company's existing large number of customers, products and industry competition, it is found that will flooring has a certain lead in emerging markets, and has a certain brand in the field of architectural and decorative materials engineering. A group of stable engineering customer resources have been collected, which will lay a foundation for the future development of will floor brand in the international market. In this case, the author of will floor in the future to achieve brand breakthrough strategy to make some thinking, the author thinks will floor brand further breakthrough, The way to achieve this is as follows: first, we need to consider the overall development strategy of will floor in the future; secondly, the operational management capability inside will floor needs to be fully coordinated with strategic upgrading and revision. Finally, it is hoped that through the development trend of the current flooring industry, will floor marketing strategy innovation mutation, to achieve the first strategic goal of internationalization, that is, in the field of engineering market brand internationalization breakthrough. This paper consists of five chapters. The preface mainly introduces the background information and research of this paper. The first chapter mainly introduces the industry environment of will flooring and the new changes of the international flooring industry. The second chapter briefly introduces the brand strategy marketing mix and other related theories. On the basis of introducing the development course and present situation of China's flooring industry, the third chapter mainly analyzes the problems existing in the engineering marketing mix and operation management of will flooring. The fourth chapter introduces the development course of will flooring Company and the effective combination of engineering marketing and the way out of engineering integration under the current marketing environment and development realm of the flooring industry. The fifth chapter mainly analyzes will floor engineering integration brand marketing combination realization way.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274
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