阿姆斯壮新产品营销中存在的问题和对策

发布时间：2018-05-02 07:41

本文选题：PVC地材 + 阿姆斯壮　；参考：《天津大学》2014年硕士论文

【摘要】：在当今竞争日益激烈的市场,营销策略已经成为一个重要的工具,和企业相匹配的营销策略,能够迅速和有效的影响企业的产品进入市场,并在激烈的市场竞争中求得生存和发展。经济的繁荣发展以及商业地产的开发、大型基础设施的建设都给PVC地材行业的发展提供了很好的机会。阿姆斯壮公司一直是PVC行业的标准制定者以及生产研发销售的领导者,伴随着国内建材业竞争日趋激烈,怎样保持领先扩大这样的优势是需要和值得我们谨慎研究和考量的。本文将在阿姆斯壮公司产品即将国产化的大背景下,针对新产品如何制定更科学有效的市场营销策略展开讨论。首先,通过运用波特五力分析模型对阿姆斯壮公司即将上市的新产品所面临的竞争状况进行分析,使我们看到PVC地材市场是典型的行业市场,面临着激烈的品类竞争,即PVC地材与其他地面材料的竞争,同时也面临着更为激烈的品牌竞争。其次,通过构建阿姆斯壮PVC地材的SWOT战略分析矩阵,通过对阿姆斯壮PVC地材的优势、劣势以及面临的机会和威胁进行分析来选择合适的营销策略。再次,对PVC地材产品进行了市场细分以及购买者行为的分析,通过4P理论为阿姆斯壮公司的市场经营及运作提出建议,详细制定了产品策略,价格策略,渠道策略以及促销策略等营销策略体系。最后,提出了营销策略实施的保障措施来确保营销策略能够顺利执行,并最终实现营销战略目标。希望通过对阿姆斯壮公司新产品的营销策略的研究,使企业决策者对整个新产品营销过程有一个系统、清晰的把握,这不仅对阿姆斯壮公司具有极其现实的操作意义和指导作用,更是所有外资企业在中国的市场营销策略中所面临和应该思考的问题,希望本文能提供些许的参考和借鉴意义。
[Abstract]:In today's increasingly competitive market, marketing strategy has become an important tool, matching with the enterprise marketing strategy, can quickly and effectively affect the products of the enterprise into the market. And in the fierce market competition to survive and develop. The prosperous development of economy, the development of commercial real estate and the construction of large-scale infrastructure provide a good opportunity for the development of PVC land industry. Armstrong has been the standard setter of PVC industry and the leader of R & D sales. With the increasingly fierce competition in the domestic building materials industry, it is necessary and worthy of our careful study and consideration how to maintain the advantage of leading and expanding. This paper will discuss how to make more scientific and effective marketing strategies for new products under the background that Armstrong products will be made locally. First of all, through the analysis of the competitive situation of Armstrong Company's new products about to be listed by using Porter's five-force analysis model, we can see that the market of PVC ground material is a typical industry market, and it faces fierce category competition. That is, PVC ground materials and other ground materials competition, but also facing more fierce brand competition. Secondly, by constructing the SWOT strategic analysis matrix of Armstrong PVC floor material, and analyzing the strengths, weaknesses, opportunities and threats faced by Armstrong PVC floor material, we choose the appropriate marketing strategy. Thirdly, the paper analyzes the market segmentation and buyer's behavior of PVC ground timber products. Through 4P theory, it puts forward some suggestions for Armstrong company's market management and operation, and formulates the product strategy and price strategy in detail. Marketing strategy system such as channel strategy and promotion strategy. Finally, the guarantee measures of marketing strategy implementation are put forward to ensure the smooth implementation of marketing strategy and the ultimate realization of marketing strategy goal. It is hoped that through the study of the marketing strategy of Armstrong's new products, the enterprise decision makers will have a systematic and clear understanding of the whole new product marketing process. This not only has the extremely realistic operation significance and the instruction function to Armstrong Company, but also is the question that all the foreign capital enterprises face and should think about in the marketing strategy of China. I hope this article can provide some reference and reference significance.
【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;F416.88

【参考文献】