大连乾豪建筑装饰工程有限公司营销战略研究

发布时间：2018-01-16 10:18

本文关键词：大连乾豪建筑装饰工程有限公司营销战略研究　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：由于社会的快速进步,促进了中国建筑装饰行业的繁荣。但是近几年来,受全球经济危机影响加上政府对房地产的调控,导致建筑装饰行业处于低迷。为此,改变营销战略是装修行业当前应该积极采用的措施,对建筑装饰行业企业的内外部环境进行系统的分析找出问题产生的原因,提出营销战略改进措施,为本企业未来的发展寻找一条适合的道路。论文以大连乾豪建筑装饰工程有限公司为研究对象,首先研究我国建筑装饰行业的发展历程,分析连乾豪建筑装饰工程有限公司的内部、外部环境。企业具有的优势和劣势、面临的机会和威胁进行SWOT分析,制定切实可行并行之有效的发展战略,实施经营规模化、服务品牌化、产品差异化、战略合作化,尽快在高速增长的建筑装饰行业增加市场份额,谋求公司业务的健康、稳定、可持续发展,为公司的稳固发展做出贡献。
[Abstract]:The rapid progress of the society has promoted the prosperity of China's architectural decoration industry. However, in recent years, the global economic crisis and the government's regulation and control of real estate have led to a downturn in the construction decoration industry. Changing the marketing strategy is the current decoration industry should be actively adopted measures to the architectural decoration industry enterprises internal and external environment of a systematic analysis to find out the causes of the problem and put forward the measures to improve the marketing strategy. For the future development of the enterprise to find a suitable road. This paper takes Dalian Ganhao Architectural Decoration Engineering Co., Ltd. as the research object. Firstly, it studies the development course of our country's architectural decoration industry, and analyzes the interior of Lian Gan-hao Architectural Decoration Engineering Co., Ltd. External environment. The advantages and disadvantages of enterprises, opportunities and threats faced by the SWOT analysis, to formulate feasible and effective development strategy, the implementation of large-scale management, service branding, product differentiation. Strategic cooperation, as soon as possible in the rapid growth of architectural decoration industry to increase market share, to seek the company's business health, stability, sustainable development, for the company's steady development.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

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