TME建筑装饰公司市场营销策略研究

发布时间：2018-02-14 04:03

本文关键词： 建筑装饰营销策略市场需求　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：建筑装饰的历史源远流长,从本质上来说,其实就是一种美化建筑的行为,如今的建筑装饰工程不仅是一种行为,更为本质的意义是一种工艺。建筑装饰行业形成规模并且发展成为一个朝阳产业却是现当代的事。我国建筑装饰行业经过近四十年的发展,已经成为国民经济中重要支柱产业。但是,经过一阵繁荣之后,逐渐步入了微利时代,在新时期产业结构的变革中,它的产品生产以及整套的施工环节没能在这场革命中发生根本性的变化,施工现场依然是传统的手工作业和落后的管理制度。如今,中国面临着经济新常态,经济总量虽然较以往增长,长期的货币增发政策,财政收入结构失衡,导致单位货币购买力大幅贬值,再加上人口红利的消失,人力成本逐年上升,给整个建筑装饰行业市场带来了震动,竞争非常激烈。本文总结了其他学者在建筑装饰行业市场营销策略研究的观点,很多的观点推动了装饰企业的发展,并以TME建筑装饰公司为背景,从经济学的角度和行业发展的规律介绍了装饰行业发展和营销现状。运用PEST分析法,探讨了建筑装饰行业的宏观环境,预测未来市场需求空间广阔;然后运用五力模型分析法,对TME建筑装饰公司的竞争威胁进行了全面的分析。找出公司在营销过程中存在诸多不科学的方法。结合公司的自身资源能力提出了对客户进行细分,选择目标市场和精准市场定位的解决方案。并且根据客户细分、目标市场和市场定位的解决方案制定出了公司的营销策略,其中包括:产品开发和定价策略、促销和渠道策略、现代化信息平台和市场需求监控策略、成本和质量控制策略、员工激励机制等符合自身的营销策略。本文在创作的过程中,进行市场细分时还结合了消费者行为理论、市场营销理论,最终成功地探索出了一套符合TME建筑装饰公司的市场营销策略。本文虽不能做到惊世骇俗,但是足以给建筑装饰行业带来了新的视觉冲击,希望论文对TME公司市场营销策略的研究带动公司发展的同时能给同行企业经营者提供参考和借鉴。
[Abstract]:The history of architectural decoration has a long history. In essence, it is actually an act of beautifying architecture. Today's architectural decoration project is not only an act. The more essential meaning is a crafts.Architectural decoration industry has formed a scale and developed into a sunrise industry, but it is now and contemporary. After nearly forty years of development, China's architectural decoration industry has developed. Has become an important pillar industry in the national economy. However, after a period of prosperity, it has gradually stepped into the era of small profits, and in the new period of industrial structure reform, The production of its products and the whole set of construction links have failed to undergo fundamental changes in this revolution, and the construction site is still a traditional manual operation and backward management system. Today, China is facing a new normal economy. Although the gross economic volume has increased compared with the past, the long-term policy of issuing more money and the imbalance in the fiscal revenue structure have led to a sharp depreciation of the purchasing power of the unit currency, coupled with the disappearance of the demographic dividend, and the increase in human costs year by year. This paper summarizes the views of other scholars in the research of marketing strategy in architectural decoration industry, many of which promote the development of decoration enterprises. Based on the background of TME architectural decoration company, this paper introduces the development and marketing status of decoration industry from the angle of economics and the law of industry development. Using PEST analysis method, the macro environment of architectural decoration industry is discussed. Forecast the future market demand space is broad; then use the five-force model analysis, This paper makes a comprehensive analysis on the competitive threat of TME architectural decoration company, finds out that there are many unscientific methods in the marketing process of the company, and puts forward a subdivision of the customers according to the company's own resource ability. Select target market and precision market positioning solutions. And according to customer segmentation, target market and market positioning solutions to develop the company's marketing strategy, including: product development and pricing strategy, promotion and channel strategy, Modern information platform and market demand monitoring strategy, cost and quality control strategy, employee incentive mechanism and so on accord with their own marketing strategy. Finally, the marketing theory has successfully explored a set of marketing strategies in line with TME Architectural Decoration Company. Although this article can not achieve the shocking, but enough to bring a new visual impact to the architectural decoration industry. It is hoped that the research on the marketing strategy of TME Company will promote the development of the company and at the same time provide reference and reference for the managers of the same company.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.92

【参考文献】