XY装饰公司以市场细分为基础的营销策略研究

发布时间：2018-06-07 17:41

本文选题：市场细分 + XY装饰公司　；参考：《广东外语外贸大学》2015年硕士论文

【摘要】：近年来,中国的室内装饰行业蓬勃发展,市场潜力巨大。在机会与挑战并存的市场环境下,XY装饰公司目前无法在市场营销进行有效突围,被同行价格战、广告战拖垮,导致业绩增速放慢。本文主要探讨XY装饰公司在中国装饰市场的市场细分策略,谈谈应该如何进行市场细分,选择细分市场,调整XY装饰公司的市场营销策略,把握企业的市场机会,以期能进一步增加企业的利润率。本文立足国内装饰市场,摒弃中国家装市场传统的价格营销战略,根据中国人口世代特征,比较系统地研究和分析中国装饰市场的消费者群,利用西方学者提出AIO和VALS生活方式细分模型,选出适合中国装饰市场的细分变量,在中国装饰市场上,较为有效地细分出适合现今中国装饰市场实际的消费者市场(如时尚生活者市场,奋斗生活者市场等),然后选择适合XY装饰公司自身发展的目标细分市场并制定相应的策略,以期能达到XY装饰公司的营销目标。最后,本文通过对XY装饰公司市场细分策略的探讨,总结了国内室内装饰的特点和发展趋势,为国内其它装饰企业进行市场细分提供一些理论上和经验上的借鉴与参考。
[Abstract]:In recent years, China's interior decoration industry is booming, the market potential is huge. In the market environment where opportunities and challenges coexist, XY Decoration Company is unable to break through effectively in marketing, which is dragged down by peer price war and advertising war, resulting in slower growth rate of performance. This paper mainly discusses the market segmentation strategy of XY decoration company in Chinese decoration market, and discusses how to subdivide the market, select the subdivision market, adjust the marketing strategy of XY decoration company, and grasp the market opportunity of the enterprise. In order to further increase the profit margin of enterprises. Based on the domestic decoration market, this paper abandons the traditional price marketing strategy of China's home decoration market, and according to the characteristics of Chinese population generation, systematically studies and analyzes the consumer groups of China's decoration market. By using the AIO and VALS lifestyle subdivision models proposed by western scholars, the subdivision variables suitable for the Chinese decoration market are selected, which are suitable for the decoration market in China. Subdivide the consumer market (such as fashion life market, struggling living market, etc.) which is suitable for the present Chinese decoration market effectively, then select the target subdivision market suitable for XY decoration company's own development and formulate the corresponding strategy. In order to achieve XY decoration company's marketing objectives. Finally, this paper discusses the market segmentation strategy of XY decoration company, summarizes the characteristics and development trend of domestic interior decoration, and provides some theoretical and empirical reference for other domestic decoration enterprises to carry out market segmentation.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92

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