FJ公司在中国家居建材行业的营销渠道策略研究

发布时间：2018-04-03 01:25

本文选题：FJ公司　切入点：家居建材　出处：《华东理工大学》2013年硕士论文

【摘要】：2001年到2011年随着房地产业的兴旺,家居建材行业也保持了近十年的高速增长。2011年下半年,中国政府对房地产业实施了强有力的宏观调控,效果立竿见影,全国各地疯长的房价得到了有效的控制。而和房地产密切相关的家具建材行业也受到很大的影响。2012年,是家具建材行业在连续快速增长了近10年后首次发展比较缓慢的一年。在市场经济不容乐观的情况下,各个厂商为了能够生存不得不使出全身解数转变营销方式,争夺市场份额。 FJ公司在中国建筑胶粘剂行业已经发展近十年,是和中国房地产行业一起发展壮大起来的。2002年从原有的不到500万资金起步,直到现在年产值达到近10亿人民币,成为国内该行业产值最大的公司,不得不说是借助了房地产业的东风。FJ公司的营销方式一直是渠道营销的模式,面对如此激烈的竞争,各个新生厂家对FJ公司现有的营销渠道虎视眈眈,竞相抢占新市场。但是面临2012年行业发展的实际情况,以及后期不容乐观的形势,FJ公司一直在摸索并实施营销方式的转变。本文将运用市场营销中市场竞争理论,SWOT分析工具,运用各种调研数据,分析公司所处的市场环境,遇到的问题和困惑,以及后期的营销方式转变的选择以及注意的事项等。将给FJ公司的发展提出全方位的营销策略建议,希望对FJ公司后期营销策略的制定和选择提供参考和帮助。
[Abstract]:Soaring housing prices across the country have been effectively brought under control.The industry of furniture and building materials, which is closely related to real estate, has also been greatly affected. 2012 was the first year in which the industry grew slowly for the first time after nearly 10 years of rapid growth.In the market economy, in order to survive, the manufacturers have to change the marketing mode and compete for market share.FJ has been developing in China's building adhesive industry for nearly 10 years, and has grown up with China's real estate industry. In 2002, FJ started with less than 5 million capital and now has an annual output value of nearly 1 billion RMB.To become the largest company in this industry, we have to say that the marketing mode of Dongfeng FJ Company, which has made use of the real estate industry, has always been the mode of channel marketing, facing such fierce competition.Each new manufacturer to FJ company's existing marketing channels are eyeing covetously, scramble to occupy the new market.But facing the actual situation of industry development in 2012, and the late situation is not optimistic, FJ company has been groping and implementing the change of marketing mode.This article will use the marketing competition theory and SWOT analysis tool to analyze the market environment, the problems and puzzles encountered by the company, the choice of the later marketing mode change and the matters needing attention.It will give the development of FJ company the omnidirectional marketing strategy suggestion, hope to provide the reference and the help to the FJ company later marketing strategy formulation and the choice.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

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