TX陶瓷公司营销策略优化研究

发布时间：2018-03-05 13:37

本文选题：建筑陶瓷　切入点：TX公司　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,由于社会经济的发展,城镇化增长速度飞速上升。随着新农村以及城市拆迁面积的增长,使得促进了房地产行业的不断发展,目前,也已成为促进我国经济增长的主要产业之一。受房地产行业影响最深的当属于陶瓷行业,随着房地产市场的变化使得传统陶瓷业近年来进入新的活跃期。我国是陶瓷产量大国,同时也是消耗大国,在1993年,中国建筑业对陶瓷的需求量就已经占据世界第一。在近二十多年的发展过程中,国内目前已经成立的陶瓷企业达到3000多家,整个陶瓷产量可达90多亿平米,相对应的陶瓷产值超过2000亿元。但就在2013年以来,由于世界经济危机而使得国内经济市场受到影响,整个陶瓷领域发展缓慢,市场低迷不振,导致各个企业内陶瓷产量过剩,同时,业内竞争极为严重,尤其表现在建筑领域上的陶瓷企业中的竞争。该领域内,企业间的竞争往往是多方面的,不仅体现在产业群之间而且表现在产业群内部。特别是TX陶瓷公司所在的陶瓷产业群,该产业群地处湖南,内部品牌多而杂,彼此间竞争极为激烈。因而,本文就TX陶瓷公司进行分析,主要就该公司在激烈的市场环境中如何进行转型升级问题进行探讨,通过对TX陶瓷公司进行详细分析,制定转型方案,来提高其竞争优势,实现企业变革。本文主要分为以下七部分进行描述,第一章是绪论部分,主要就文章选题背景、研究意义、国内外研究成果以及对本文研究内容的构思、框架结构进行详细介绍。第二章是营销理论方面的分析介绍,为下文TX公司的分析做铺垫。第三章主要就传统陶瓷业以及建筑行业进行分析介绍,使用PEST分析和波特“五力模型”分析方法就目前行业的内外部环境、竞争对手、竞争环境进行分析,从而指出目前TX公司所面临的机遇与潜在威胁。第四章主要分析了TX公司的发展现状以及近期销售情况。第五章着重分析了 TX公司所存在的问题,主要为营销策略不恰当而导致公司近年来发展缓慢,市场占有率低。同时,公司对于产品不够创新,对于研发部门投入资金极少,不重视产品研发问题,导致公司竞争力急剧下降,就现有的营销方案进行分析,提出销售增长问题形成的原因。第六章利用4P营销理论,主要针对TX公司存在问题进行总结归纳,并提出合适的转型方案。第七章就全文进行分析总结,并对未来进行展望。
[Abstract]:In recent years, due to the development of social economy, the growth rate of urbanization has risen rapidly. With the growth of the new countryside and the area of urban demolition, it has promoted the continuous development of the real estate industry. At present, It has also become one of the main industries to promote the economic growth of our country. The ceramic industry is the most affected by the real estate industry. With the change of the real estate market, the traditional ceramic industry has entered a new active period in recent years. In 1993, the demand for ceramics in China's construction industry had already occupied the first place in the world. In the course of more than 20 years of development, more than 3, 000 ceramic enterprises have been established in China. The total ceramic output can reach more than 9 billion square meters, corresponding to a ceramic output of more than 200 billion yuan. But since 2013, the domestic economic market has been affected by the world economic crisis, and the entire ceramic field has developed slowly and the market has been depressed. As a result of excess ceramic production in various enterprises, the competition in the industry is extremely serious, especially in the ceramic enterprises in the field of construction. In this field, the competition among enterprises is often multi-faceted. Especially the ceramic industry group in which TX Ceramics Company is located, which is located in Hunan Province, with a variety of internal brands and fierce competition among each other. This paper analyzes TX Ceramics Company, mainly discusses how TX Ceramics Company carries on transformation and upgrading in the fierce market environment, through the detailed analysis to TX Ceramics Company, it formulates the transition plan to improve its competitive advantage. This paper is mainly divided into seven parts, the first chapter is the introduction, mainly on the background of the article, research significance, research results at home and abroad, as well as the concept of the content of this paper, The second chapter is the analysis and introduction of marketing theory, which paves the way for the analysis of TX Company below. The third chapter mainly introduces the traditional ceramic industry and the construction industry. Using PEST analysis and Porter's "five Force Model" analysis method to analyze the current industry's internal and external environment, competitors, competitive environment, This paper points out the opportunities and potential threats faced by TX Company at present. Chapter 4th mainly analyzes the development status and recent sales situation of TX Company. Chapter 5th focuses on the analysis of the problems existing in TX Company. Mainly because of inappropriate marketing strategy, the company has been slow to develop in recent years, and its market share is low. At the same time, the company is not innovative enough to produce products, and has very little investment in R & D departments, so it does not attach importance to product research and development. As a result of the sharp decline in the competitiveness of the company, this paper analyzes the existing marketing schemes and puts forward the reasons for the formation of the problem of sales growth. Chapter 6th summarizes and summarizes the existing problems in TX Company by using the 4P marketing theory. Chapter 7th analyzes and summarizes the full text, and looks forward to the future.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.71

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