BF室内设计公司在大陆市场营销战略研究

发布时间：2018-07-03 13:39

本文选题：室内设计 + 营销战略　；参考：《复旦大学》2013年硕士论文

【摘要】：近年来,大陆室内设计产业蓬勃发展,特别是高端住宅设计。在机会与挑战并存的市场环境下,BF室内设计公司在大陆市场的发展遇到了一定的瓶颈。本文主要探讨BF室内设计公司在大陆市场营销战略及未来方向,谈谈应该采取何种营销战略以能在竞争激烈及经济快速变动的脉络下立足大陆市场,为未来进一步迈向全球市场做好准备。根据SWOT分析,虽然BF室内设计公司的创新能力、客服能力、工厂制造能力、财务管理能力、工程品管能力、讯息管理能力、运用优秀人才能力、工程成本监管能力从2011年至2013年呈现成长趋势,但相较于其他竞争者,仍有待改善；外语沟通能力是最需要加强的能力,其在全球化时代尤为重要。在外部机会方面,大陆室内设计每年产值高达二千四百亿人民币,服务质量是大陆消费者选择室内设计公司的主要考虑因素,BF室内设计公司已在台湾积累了许多高端服务经验及敏感度,能够将其应用至大陆市场。在外部竞争方面,面临来自香港、新加坡、韩国、英国、荷兰、台湾等早已在大陆市场经营许久的企业。据此,遂行提出目标市场战略、开拓市场战略、价格战略、提升企业形象战略、品牌战略、顾客管理战略等,并研拟评估指标,作为未来调整营销战略方向之依据。
[Abstract]:In recent years, the interior design industry in the mainland is booming, especially the high-end residential design. In the market environment where opportunities and challenges coexist, BF Interior Design Company has met certain bottlenecks in the development of the mainland market. This paper mainly discusses the marketing strategy and future direction of BF interior design company in the mainland, and discusses what kind of marketing strategy should be adopted in order to establish a foothold in the mainland market in the context of fierce competition and rapid economic changes. Prepare for the future further into the global market. According to SWOT analysis, although BF interior design company's innovation ability, customer service ability, factory manufacturing ability, financial management ability, engineering quality control ability, information management ability, use excellent talent ability, The ability to monitor engineering costs has grown from 2011 to 2013, but there is still room for improvement in comparison with other competitors. Foreign language communication skills are the most needed to be strengthened, especially in the era of globalization. In terms of external opportunities, the annual output value of interior design in the mainland is as high as 240 billion yuan. Service quality is the main consideration factor for mainland consumers to choose interior design company. BF interior design company has accumulated a lot of high-end service experience and sensitivity in Taiwan and can apply it to the mainland market. In terms of external competition, we are facing companies from Hong Kong, Singapore, South Korea, Britain, the Netherlands, Taiwan and other enterprises that have been operating in the mainland market for a long time. On this basis, the author puts forward the target market strategy, the development market strategy, the price strategy, the promotion enterprise image strategy, the brand strategy, the customer management strategy and so on, and develops the appraisal index, as the basis of the future adjustment marketing strategy direction.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92;F274

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