恒鑫广东分公司市场营销策略研究

发布时间：2019-03-26 15:11

【摘要】：经过20多年的发展,目前我国家具业已成为世界第一生产和出口大国。但由于受到美国次贷危机后遗症、欧债危机和国内房地产限购政策等因素影响,2011年家具业经历了不少的挫折和挑战。恒鑫广东分公司自2006年成立以来,历经6年发展,取得了骄人的业绩。当前,公司所面对的内外部环境均发生了深刻的变化,因此在这个背景下.恒鑫广东分公司的营销策略有待调整：本文以恒鑫广东分公司营销策略作为研究对象,结合笔者多年从业经验和公司实际情况,在文献研究法、定性分析法、定量分析法和案例分析法的基础上.采用PEST(?)板模型波特(?)境和内部环境进行分析。在此基础上,针对公司营销策略的现状,基于营销组合理论对恒鑫广东分公司的营销策略进行重新设计。主要策略为改变营销观念、建立营销战略；从产品策略看,需要拓展产品线、实施多品牌战略、开发差异化产品,加快产品更新和提高售后服务水平：从价格策略看,需要采用价值定价法、根据产品定位定价和转移定价权；从渠道策略看,需要整合渠道关系、以家具建材超市为龙头：发展无效门店；重视发展电子商务渠道;进军三四线城市;从促销策略看,需要采取相应的广告、公关和营业推广策略。这些策略的前提是恒鑫广东分公司的市场竞争地位,策略设计原则是整体性、灵活性和竞争性原则。本文在后金融危机时代和国内政策利好的形势下,对恒鑫广东分公司的营销策略进行分析,并制定了相关的营销策略设计,这对实现公司销售发展目标、提高公司的市场竞争力具有指导意义,并对类似的家具企业具有参考价值。
[Abstract]:After more than 20 years of development, China's furniture industry has become the world's first production and export country. However, the furniture industry experienced many setbacks and challenges in 2011 because of the sequelae of the US subprime mortgage crisis, the European debt crisis and the domestic real estate purchase restriction policy and other factors, the furniture industry experienced a lot of setbacks and challenges in 2011. Since its establishment in 2006, Hengxin Guangdong Branch has achieved remarkable achievements after 6 years of development. At present, the internal and external environment faced by the company has undergone profound changes, so in this context. The marketing strategy of Hengxin Guangdong branch needs to be adjusted: this article takes Hengxin Guangdong branch marketing strategy as the research object, combines the author's many years' experience and the company's actual situation, in the literature research method, the qualitative analysis method, in the literature research method, the qualitative analysis method, Based on quantitative analysis and case analysis. PEST (?) Plate model Porter (?) Environment and internal environment analysis. On this basis, the marketing strategy of Hengxin Guangdong Branch is redesigned based on the marketing combination theory, aiming at the current situation of the company's marketing strategy. The main strategy is to change the marketing concept and establish the marketing strategy; From the point of view of product strategy, it is necessary to expand product line, implement multi-brand strategy, develop differentiated products, speed up product renewal and improve after-sales service level: from the view of price strategy, value pricing method is needed. Pricing based on product positioning and transfer of pricing rights; From the channel strategy, the need to integrate the channel relationship, furniture building materials supermarket as the leader: development of ineffective stores; Attach importance to the development of e-commerce channels; into the third and fourth-tier cities; from the promotion strategy, we need to adopt the corresponding advertising, public relations and business promotion strategy. The premise of these strategies is the competitive position of Hengxin Guangdong Branch. The principles of strategy design are integrity, flexibility and competition. In the post-financial crisis era and the situation of good domestic policies, this paper analyzes the marketing strategy of Hengxin Guangdong Branch, and formulates the relevant marketing strategy design, which is helpful to the realization of the sales development goal of the company. Improve the company's market competitiveness has guiding significance, and similar furniture enterprises have reference value.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.88

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