博思格住宅事业部市场定位研究

发布时间：2018-05-31 13:32

本文选题：轻钢结构住宅 + 市场细分　；参考：《华东理工大学》2014年硕士论文

【摘要】：中国房地产爆发式发展,伴随的是建筑市场飞速发展。作为新型建筑解决方案之一的轻钢结构住宅体系凭借其结构安全、节能环保、快捷高效、产业发展的独特性能逐渐占据了一定的市场地位。虽然轻钢结构住宅体系在国内发展并不是一帆风顺,尤其是国家规范制定、成本控制、消费者接受程度还在一定程度上制约着轻钢结构住宅体系的发展。但是轻钢结构住宅在国内发展的十年,同时也是中国总承包企业响应中央号召“走出去”参于国际投资和承包项目的十年,应该说轻钢结构住宅的市场在扩大,需求在增加。此篇文章针对博思格住宅事业部市场定位进行了专项研究。首先,本文介绍了博思格住宅事业部的背景,产品体系,营销、技术、生产能力等,以了解公司的现状。其次,本文从企业经营环境和行业环境入手,对博思格住宅事业部所面临的社会、政治、经济、技术等环境进行了分析,以及着重研究了行业状况、行业结构、主要竞争对手状况等。然后,本文结合博思格住宅事业部的内外部调研及访谈、行业问卷及访谈、满意度调查等,明确了博思格住宅事业部的竞争优势。最后,本文对博思格住宅事业部的市场进行了细分,运用定性、定量方法选择了合适的目标市场,并运用市场定位方法提出了博思格住宅事业部的市场定位。本文理论结合实践的研究结论不仅对博思格住宅事业部的市场定位具有参考价值,还能为行业内或其他行业的企业明确市场定位提供借鉴。
[Abstract]:China's real estate exploding development, accompanied by the rapid development of the construction market. As one of the new architectural solutions, the light steel structure residential system has gradually occupied a certain market position with its structural safety, energy saving, environmental protection, fast and efficient, and the unique performance of industrial development. Although the development of light steel structure housing system in China is not smooth sailing, especially the establishment of national norms, cost control, consumer acceptance degree also restricts the development of light steel structure housing system to a certain extent. But the light steel structure residence develops in the domestic ten years, at the same time is the Chinese general contracting enterprise in response to the central government call to "go out" to participate in the international investment and contracting project, it should be said that the light steel structure housing market is expanding, the demand is increasing. This article has carried on the special research to the Bosig housing division market localization. First of all, this paper introduces the background, product system, marketing, technology, production capacity and so on. Secondly, this paper analyzes the social, political, economic and technological environment faced by Bosig Housing Department from the point of view of the business environment and the industry environment, and focuses on the industry situation, industry structure, and so on. The condition of a major competitor, etc. Then, this paper combines internal and external research and interview, industry questionnaire and interview, satisfaction survey and so on, and clarifies the competitive advantage of Bothger residential business. At last, this paper subdivides the market of Bosig's residential business, selects the suitable target market by using qualitative and quantitative methods, and puts forward the market orientation of Borg's residential business by using the method of market orientation. The conclusion of this paper not only has the reference value for the market positioning of Bosig Housing Division, but also can provide reference for the enterprises in the industry or other industries to define the market position.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

【参考文献】