大洋门窗廊坊专卖店营销策略研究

发布时间：2018-01-10 16:27

本文关键词：大洋门窗廊坊专卖店营销策略研究　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：铝合金门窗技术从20世纪70年代引进我国经过30年的发展,进入21世纪以后铝合金门窗市场占有率已取得市场领导地位。改革开放30多年来国民经济快速发展,人民生活水平显著提高,越来越重视和追求有品质的生活,房地产业顺应改革潮流和人民需求快速发展,房地产业发展带动其下游的家居建材行业的快速发展,门窗行业是受益者之一。当前全国各地家居建材卖场不断涌现,行业内竞争异常激烈,这种激烈竞争同样体现在门窗行业的销售终端-专卖店。笔者参与经营的大洋门窗廊坊专卖店位于河北省廊坊市丽都鑫潮家居生活广场,于2016年6月开业几个月下来销售额低下,一直亏损。为求店面效益提高和更好的发展,笔者运用了多种分析工具,从外部、内部环境分析入手,对该店面的营销策略展开研究。论文在研究过程中运用调查法、定量分析法和总结归纳法。笔者首先阐述了国内外营销策略研究的相关理论和概念。随后运用PEST分析法对专卖店所处的宏观环境进行分析,分析对其发展的有利和不利因素。运用五力模型分析法对廊坊市门窗市场竞争环境进行调查和分析。运用调查问卷法和SWOT分析法剖析专卖店内部的优势和劣势、机会和威胁。在内外环境分析基础上找到店面存在的问题及原因后,运用STP理论并结合消费者购买能力分析对专卖店铝合金门窗产品进行细分市场、选择目标市场、定位目标客户及定位产品,接着运用4P理论从渠道、促销方面制定专卖店营销策略,同时加强店面运营管理和提升服务管理,为制定市场营销策略的顺利实施提供保障。论文的研究工作对专卖店经营有着较强的指导意义,如何定位专卖店目标市场以及制定适合的营销策略对于该店今后的发展有着十分重要的意义,这也是本论文研究选题的意义所在。论文研究表明,门窗行业发展前景广阔,但竞争激烈且市场不规范。通过本论文的研究,为专卖店的经营梳理清思路,建立起适用的营销策略。也尝试把现代企业管理和现代市场营销策略知识、把科学管理理念和思维引入专卖店,科学管理店面。若能对门窗专卖店同行有一点点借鉴和启发该论文就更有意义。
[Abstract]:Aluminum alloy door and window technology was introduced into China in 1970s after 30 years of development. Since 21th century, the market share of aluminum alloy doors and windows has gained market leadership. Over the past 30 years of reform and opening up, the national economy has developed rapidly, and the standard of living of the people has improved significantly. More and more attention and pursuit of quality of life, the real estate industry in line with the trend of reform and rapid development of people's needs, the development of real estate industry led to the rapid development of its downstream household building materials industry. The door and window industry is one of the beneficiaries. At present, the domestic building materials stores all over the country continue to emerge, the competition in the industry is extremely fierce. This fierce competition is also reflected in the door and window industry sales terminal-exclusive store. The author participated in the operation of the Ocean doors and windows Langfang exclusive store located in Langfang City Hebei Province Lidu Xinchao home life square. In June 2016, after opening for several months, the sales volume was low and had been losing money. In order to improve the efficiency and better development of the store, the author used a variety of analysis tools, starting from the external and internal environment analysis. This paper studies the marketing strategy of the store. Quantitative analysis method and summary induction method. The author first describes the domestic and foreign marketing strategy research related theories and concepts. Then use PEST analysis method to analyze the macro environment of specialty stores. This paper analyzes the favorable and unfavorable factors for its development, investigates and analyzes the competitive environment of Langfang doors and windows market by using the five-force model analysis method, and analyzes the advantages and disadvantages of the monopoly stores by using the questionnaire method and the SWOT analysis method. Disadvantages. Opportunities and threats. On the basis of the analysis of the internal and external environment to find the problems and causes of the store, using the STP theory and combined with the analysis of consumer purchasing ability to segment the market of aluminum alloy door and window products. Select the target market, target customers and positioning products, and then use 4P theory from the channel, sales promotion to formulate store marketing strategy, while strengthening store operation management and enhance service management. In order to ensure the smooth implementation of marketing strategy, the research work of this paper has a strong guiding significance for the management of specialty stores. How to locate the target market and make appropriate marketing strategy is very important for the future development of the store, which is also the significance of this paper. The industry of doors and windows has a bright future, but the competition is fierce and the market is not standardized. Through the research of this paper, we can sort out the ideas for the management of specialty stores. It also tries to introduce modern enterprise management and modern marketing strategy knowledge, scientific management ideas and thinking into specialty stores. Scientific management of stores. If we can learn a little from and enlighten this paper, it will be more meaningful.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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