SZ建筑装饰公司市场营销战略研究

发布时间：2018-01-21 07:03

本文关键词： 建筑装饰营销策略产业链　出处：《华东理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：我国建筑装饰行业目前已发展为26万家,每年还有不少企业在加入,从业人数2000多万,年产值2万多亿元。全国每年的建筑装饰面积多达10亿多平方米,年产值增长率将近20%,大大高于同期GDP的增长速度。建筑装饰行业已经成为国民经济和社会发展中充满活力的新兴朝阳行业,是社会新的消费热点和新的经济增长点。前景非常看好,但竞争十分激烈。如何让企业在此良好的行业环境下快速发展,企业的市场营销策略非常关键。本文以SZ建筑装饰公司为背景,运用现代市场营销学理论,从宏观环境分析入手,运用波特的五力模型理,结合企业的资源实力对客户进行细分,选择和定位,根据目标市场的定位,企业管理者制订出与企业相匹配的营销组合策略,最后对SZ建筑装饰公司的市场营销策略的实施控制进行阐述。从中探索出SZ建筑装饰公司的一套成功的市场营销策略。SZ建筑装饰公司的“延伸产业链”的市场营销战略值得去探究,它不仅可以成功地切断潜在的新的进入者,而且还可以削弱下游供应商的讨价还价的能力；不仅有利于同行业学习还有利于其他行业去借鉴。
[Abstract]:At present, China's architectural decoration industry has developed to 260,000, each year there are many enterprises in the membership, the number of employees more than 20 million. The annual output value is more than 20,000 billion yuan. The country's annual building decoration area reaches more than 1 billion square meters, with an annual output growth rate of nearly 20%. Building decoration industry has become a dynamic and dynamic sunrise industry in the national economy and social development. It is a new consumption hot spot and a new economic growth point. The prospect is very good, but the competition is very fierce. How to make the enterprise develop rapidly in this good industry environment, the marketing strategy of the enterprise is very important. This paper takes SZ Architectural Decoration Company as the background, uses the modern marketing theory, starts with the macroscopic environment analysis, uses Porter's five-force model theory, combines the enterprise's resources strength to carry on the subdivision to the customer. Choose and position, according to the target market positioning, enterprise managers to develop a matching marketing mix strategy. Finally, the implementation control of the marketing strategy of SZ Architectural Decoration Company is expounded. A set of successful marketing strategies of SZ Architectural Decoration Company, SZ Architectural Decoration Company's "extended Industrial chain" is explored from the perspective of SZ Architectural Decoration Company. The marketing strategy is worth exploring. It can not only successfully cut off potential new entrants, but also weaken the bargaining power of downstream suppliers; Not only conducive to the same industry learning, but also conducive to other industries to learn from.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.92

【共引文献】