成都双盈装饰工程设计有限公司营销策略研究

发布时间：2018-02-24 15:14

本文关键词： 家装双盈装饰营销策略 4C　出处：《电子科技大学》2010年硕士论文　论文类型：学位论文

【摘要】：改革开放30多年，家装市场需求急速扩大，我国也出现了一小批具有全国影响的集团性家装企业。但总体来说，家装业在还只是处于起步与发展阶段。经营模式简单、营销手段单一是我国家装企业特别是中小家装企业普遍存在的问题。在这种情况下，对家装企业的营销策略及变革进行研究，就显得更有意义。本文首先根据成都双盈装饰工程设计有限公司营销策略研究这一选题，分析了选题的背景、意义和研究方法，回顾了国内外营销理论的相关研究状况，并给出了论文的研究方向。其次介绍了家装行业现状，对家装产品的特点进行了分析，明确了家装具有产品属性、客户具有消费者特性，经营过程带有显著的服务特性。随后介绍了成都双盈装饰的背景、营销现状、营销执行方面的问题。重点对双盈装饰的宏观环境、外部和内部环境进行了详细分析，，明确了经营困难之症结所在在于：经营模式单一、品牌知名度不高、价格体系不合理，没有针对不同细分客户制定出不同的营销组合策略。这是一个公司的问题，也是中小装饰公司的代表性问题。接着用目标市场营销策略理论对装饰市场进行细分，并对细分后的目标市场进行评价，然后结合双盈自身情况对其目标市场进行了明确和定位。最后，根据营销4C理论的核心要素，对双盈装饰提出了系统的业务策略重建思路。
[Abstract]:With the reform and opening up for more than 30 years, the demand for home improvement market has expanded rapidly, and a small number of group domestic decoration enterprises with national influence have also appeared in our country. But generally speaking, the home decoration industry is only at the beginning and developing stage, and the business model is simple. In this case, it is more meaningful to study the marketing strategy and reform of domestic decoration enterprises. Firstly, according to the research of marketing strategy of Chengdu Shuangying Decoration Engineering Design Co., Ltd., this paper analyzes the background, significance and research methods of the topic, and reviews the relevant research situation of marketing theory at home and abroad. Secondly, the paper introduces the current situation of home decoration industry, analyzes the characteristics of home decoration products, and clarifies that home furnishings have product attributes and customers have consumer characteristics. The operation process has remarkable service characteristic. Then it introduces the background, marketing status, marketing implementation of Chengdu Shuangying Decoration. The emphasis is on the macro environment, external environment and internal environment of Shuangying Decoration. It is clear that the crux of the business difficulties lies in: the single business model, the brand awareness is not high, the price system is unreasonable, and there is no different marketing mix strategy for different segments of customers. This is a company problem. It is also the representative problem of small and medium-sized decoration companies. Then the target marketing strategy theory is used to subdivide the decoration market, and the target market after segmentation is evaluated. Finally, according to the core elements of the marketing 4C theory, the paper puts forward the idea of rebuilding the business strategy of Shuangying decoration according to the core elements of the marketing 4C theory.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F426.92

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