吉林省建筑装饰企业四位一体营销模式研究

发布时间：2018-02-11 08:25

本文关键词： 建筑装饰企业四位一体营销模式绿色营销服务营销战略联盟　出处：《长春工业大学》2010年硕士论文　论文类型：学位论文

【摘要】：当前建筑装饰企业数量众多,规模和素质参差不齐,管理不够规范；部分业主违反国家有关法律法规,扰乱建筑装饰市场；施工单位在投标过程中竞相以低价甚至低于成本价夺标。恶性竞争的结果使得建筑装饰企业步履维艰,生存空间愈来愈小。目前,吉林省建筑装饰企业竞争越来越激烈,一些企业采取单一的营销模式,只一味的注重客户开发,而忽视施工质量、客户服务及行业内企业间的战略联盟,导致资源浪费,客户满意度低,投诉率高,工程尾款迟迟结不了,企业无法正常经营,陷入恶性循环,停滞不前的状态,其根本原因就是因为企业中缺少合理有效的营销模式。笔者在吉林省建筑装饰企业实习长达两年的时间,亲身感受到吉林省建筑装饰企业确实亟待需要新的营销理念和有效营销模式的指导,单一的营销模式已严重制约了企业的发展和核心竞争力的提升。吉林省建筑装饰企业只有在保证施工质量的前提下,强化客户服务,实施绿色经营,整合内外部资源,建立合理的战略联盟,探索出一种有效合理的营销模式才能提高自己的核心竞争能力,从而取得经营的成功。本文在大量市场调查和实践基础之上,力求在理论上对我省建筑装饰企业营销模式进行求证探析,并结合现有的营销模式理论进行比较研究,总结出一条适合我省建筑装饰企业的营销模式——四位一体营销模式；通过对省内典型建筑装饰公司营销模式的实证研究,分析和构建了该公司四位一体营销模式及运行方案,以期对该行业其他企业提供参考和借鉴。具体的研究过程如下：论文首先对营销模式进行了界定,揭示了营销模式对实现企业战略的重要性并对建筑装饰企业营销模式构建涉及的基础理论——绿色营销理论、服务营销理论、质量管理理论、价值链的理论作了简要的概述；之后,论文对吉林省建筑装饰企业的营销模式现状进行了分析,指出了其存在的问题及构建新模式的必要性；接着,论文用大量笔墨对四位一体营销模式思想的产生、四位一体营销模式概念的确立、四位一体营销模式的指导原则、四位一体营销模式的功能、四位一体营销模式的特征、四位一体营销模式各模块间的内在关系、四位一体营销模式的运行体系进行了深入的论证；最后,论文以吉林省WY装饰公司为对象,对四位一体营销模式进行了实证研究,分析了WY装饰公司的现有营销模式存在的问题,针对其存在的问题提出了WY装饰公司四位一体营销模式构建的思路并阐明了WY装饰公司四位一体营销模式运行的过程,进一步分析探讨了四位一体营销模式实施的合理性与可行性。
[Abstract]:At present, the number of architectural decoration enterprises is numerous, the scale and quality are not uniform, the management is not standardized, some owners violate the relevant laws and regulations of the state, disturb the architectural decoration market; In the process of bidding, construction units compete to win the bid at a low price or even lower than the cost price. The vicious competition results in the construction decoration enterprises struggling, and the living space is becoming smaller and smaller. At present, the competition of construction and decoration enterprises in Jilin Province is becoming more and more fierce. Some enterprises adopt a single marketing model, only pay attention to customer development, but ignore construction quality, customer service and strategic alliance among enterprises in the industry. It leads to waste of resources, low customer satisfaction, high rate of complaint, late payment of project, enterprise can not run normally, fall into a vicious circle, stagnant state, its fundamental reason is the lack of reasonable and effective marketing model in the enterprise. The author has been practicing for two years in the architectural decoration enterprises of Jilin Province, and has personally felt that the architectural decoration enterprises in Jilin Province are in urgent need of the guidance of new marketing concepts and effective marketing models. The single marketing mode has seriously restricted the development of enterprises and the promotion of core competitiveness. Only on the premise of ensuring construction quality, Jilin architectural decoration enterprises strengthen customer service, implement green management, and integrate internal and external resources. Only by establishing a reasonable strategic alliance and exploring an effective and reasonable marketing model can we improve our core competitive ability and achieve the success of management. Based on a large number of market research and practice, this paper tries to verify the marketing model of architectural decoration enterprises in our province in theory, and combines the existing marketing model theory to carry on the comparative research. This paper sums up a marketing model suitable for our province's architectural decoration enterprises-the four-in-one marketing model, and analyzes and constructs the four-in-one marketing model and operation plan of the company through the empirical research on the marketing mode of typical architectural decoration companies in the province. With a view to providing reference and reference to other enterprises in the industry, the specific research process is as follows:. Firstly, the paper defines the marketing model, reveals the importance of the marketing model to the realization of enterprise strategy, and discusses the basic theories involved in the construction of the marketing model of architectural decoration enterprises-green marketing theory, service marketing theory, and quality management theory. The theory of value chain is briefly summarized. After that, the paper analyzes the current situation of the marketing model of the architectural decoration enterprises in Jilin Province, and points out the existing problems and the necessity of constructing the new model. The paper uses a lot of pen and ink to produce the idea of the four-in-one marketing mode, the establishment of the concept of the four-in-one marketing model, the guiding principle of the four-in-one marketing model, the function of the four-in-one marketing model, the characteristics of the four-in-one marketing model. The internal relationship between the four modules and the running system of the four in one marketing model are deeply demonstrated. Finally, the thesis takes the WY decoration company of Jilin Province as the object, and carries on the empirical research to the four in one marketing mode. This paper analyzes the problems existing in the existing marketing mode of WY Decoration Company, puts forward the idea of constructing the four-in-one marketing mode of WY Decoration Company, and expounds the running process of the four-in-one marketing mode of WY Decoration Company. Further analysis discusses the rationality and feasibility of the implementation of the four-in-one marketing model.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F426.92

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