“冠军”瓷砖营销策略研究

发布时间：2019-03-26 09:19

【摘要】：近二十几年城市建设的快速发展,带动了生产传统装饰材料行业——瓷砖业的成长与壮大,目前瓷砖行业生产力已趋于饱和状态,我国瓷砖企业不可避免地面对残酷的“优胜劣汰”现实,瓷砖企业要想在激烈的市场竞争中占有一席之地,除了依靠产品本身的竞争力外,也必须依据市场形势,依据产品特点,调整产品营销战略、才能在市场中获得优势。冠军建材集团作为一家集研发、生产与销售为一体的大型瓷砖企业,冠军瓷砖是其主打产品,近几年其产值、市场占有率相对来说,有所下降。本文从产品营销角度,依据冠军瓷砖特点与企业发展战略等特征,研究其营销策略,发现其不足,并提出相应建议。首先,从国内瓷砖行业现状及发展趋势这个大背景下,结合冠军建材集团的发展历史、产品和市场营销状况,分析冠军建材集团市场营销的环境;其次通过SWOT分析工具,找出企业所存在的优势、劣势、外部的机会和威胁;运用STP,确定企业应该选择的目标市场和产品定位;再次,运用“4Ps”理论,分析产品的营销策略,探究该公司现有产品营销存在的问题和原因。最后,借助营销管理理论,采用定性的分析方法,同时借鉴市场营销的相关文献,提出冠军建材集团的发展战略和营销策略的建议及其实施保障。本文通过对冠军建材集团营销策略的研究,提出建设性的建议,希望树立冠军瓷砖品牌高端的市场地位,同时力争提高自己市场营销管理水平,也为瓷砖行业营销策略的制定提供参考。
[Abstract]:The rapid development of urban construction in the last two decades has led to the growth and expansion of the traditional decorative material industry-the ceramic tile industry. At present, the productivity of the ceramic tile industry has tended to become saturated. China's ceramic tile enterprises inevitably face the cruel "survival of the fittest" reality, tile enterprises in order to occupy a place in the fierce market competition, in addition to relying on the competitiveness of the products themselves, but also according to the market situation. According to the product characteristics, adjust the product marketing strategy, can obtain the advantage in the market. Champion Building Materials Group as a research and development, production and sales as one of the large-scale tile enterprises, the champion tile is its main product, in recent years its output value, market share, relative decline. From the point of view of product marketing, according to the characteristics of champion ceramic tile and enterprise development strategy, this paper studies its marketing strategy, finds its deficiency, and puts forward corresponding suggestions. Firstly, under the background of the current situation and development trend of domestic ceramic tile industry, combined with the development history, product and marketing situation of the champion building materials group, this paper analyzes the marketing environment of the champion building material group; Secondly, through the SWOT analysis tools, find out the advantages, disadvantages, external opportunities and threats of the enterprise, use STP, to determine the target market and product positioning that the enterprise should choose. Thirdly, using the theory of "4Ps", this paper analyzes the marketing strategy of the product, and explores the problems and reasons of the company's existing product marketing. Finally, with the help of marketing management theory, adopting qualitative analysis method and using the relevant literature of marketing for reference, this paper puts forward the development strategy and marketing strategy of champion building materials group and its implementation guarantee. Through the research on the marketing strategy of the champion building materials group, this paper puts forward constructive suggestions, hopes to establish the high-end market position of the champion ceramic tile brand, and at the same time strives to improve its own marketing management level. Also for the ceramic tile industry marketing strategy formulation provides the reference.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F274

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