骊住建材公司的市场营销策略研究

发布时间：2018-03-02 04:38

本文关键词： 骊住公司品牌定位营销　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：在最近的十几年间，中国的房地产市场取得了飞速的发展，作为下游的建材行业也日渐升温，引来了众多国际企业的关注，许多外资品牌纷纷进入中国市场，经过多年的经营，在各自的领域均取得了不俗的成绩。骊住公司作为日本最大的建材企业，各主要产品日本市场占有率均位居首位，但随着日本老龄化社会进程的加快，日本国内新建住宅数量已逐年减少，市场日趋饱和。在这种背景下，骊住将目光投向了具备巨大发展潜力的海外市场，尤其是以中国为代表的新兴经济体，以实现新的利润增长点。面对陌生和未知的市场，只有立足企业自身条件，结合外部环境，明确自身的品牌定位，并制定相应的推广策略，才能在众多的竞争者中脱颖而出，赢得市场的认可。本文以日本骊住公司进军中国市场的事件为背景，首先运用PEST分析方法，从政治、经济、社会和技术等方面较为详尽地分析了对骊住公司有影响的中国总体宏观形势，进而又采用SWOT分析方法，分析了公司具备的优势、劣势以及面临的机会、威胁，明确了需要采用的市场策略，并且对行业内较为知名的企业发展情况进行了概括说明，为公司进行品牌定位提供了依据。最后，通过运用STP定位理论，进行市场细分和目标市场选择的分析，并参照其他成功日企的经验，确立了骊住公司在中国市场的品牌定位，并制定了较为系统的市场营销策略，，同时提出了相应的品牌推广建议，对于我国进行品牌建设的企业也具备一定的借鉴意义。
[Abstract]:In the last decade or so, the real estate market in China has made rapid development. As a downstream building materials industry, it has also become increasingly heated, attracting the attention of many international enterprises. Many foreign brands have entered the Chinese market and have been operating for many years. As the largest building materials company in Japan, the market share of the major products in Japan is in the first place, but with the acceleration of the aging society in Japan, The number of newly built homes in Japan has been decreasing year by year, and the market is becoming increasingly saturated. Against this background, Liju is looking to overseas markets with great potential for development, especially the emerging economies represented by China. In order to realize the new profit growth point, facing the unfamiliar and unknown market, only based on the enterprise's own condition, combining with the external environment, defining its own brand positioning, and formulating the corresponding promotion strategy, can it stand out among the numerous competitors. Win the approval of the market. Based on the events of Japanese Li-liding Company entering the Chinese market, this paper first analyzes the overall macro situation of China from the political, economic, social and technical aspects by using the PEST analysis method. Then, by using the SWOT analysis method, the paper analyzes the strengths, weaknesses, opportunities and threats faced by the company, clarifies the market strategies that need to be adopted, and summarizes the development situation of the more well-known enterprises in the industry. Finally, through the use of STP positioning theory, market segmentation and target market selection analysis, and referring to the experience of other successful Japanese enterprises, established the company's brand positioning in the Chinese market. At the same time, some suggestions on brand promotion are put forward, which can be used for reference by the enterprises of brand construction in our country.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.91;F274

【共引文献】