GM装修工程有限公司市场营销策略研究

发布时间：2018-03-05 13:36

本文选题：装饰装修　切入点：市场定位　出处：《华南理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：建筑装饰装修行业伴随着改革开放的脚步，从小到大、从弱到强、从“依葫芦画瓢”到自主设计创新，获得巨大的发展，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，为我国经济建设和社会发展做出了巨大的贡献。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，如何在微利时代的装饰装修行业的市场竞争中立于不败之地，是企业面临的关键问题。由于企业间的管理模式和施工技术基本相同，企业间的竞争更多聚焦于商务层面的竞争，所以企业的市场营销策略对企业的发展与成功具有非常关键作用和意义。本研究将以GM装修工程有限公司为背景，运用现代市场营销学理论，运用PEST分析方法，从宏观政治环境、经济环境、社会环境和技术环境分析入手，探讨了建筑装饰装修行业的宏观基本情况，然后运用SWOT分析方法对GM装修公司有限公司的优势、劣势、机会和威胁进行了全面的分析。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。营销策略具体内容包括：品牌策略，客户关系管理策略，成本控制策略，渠道管理策略和市场沟通与宣传策略等。为保证本文所提出的营销策略能够得到顺利的实施，最后本文还对GM公司的市场营销策略的实施控制进行阐述。本研究最终探索出GM公司的一套成功的市场营销策略。论文通过对GM装修工程有限公司的市场营销策略的研究，使营销决策者们非常清楚地认识到，不断地加强理论学习提高分析市场环境的能力，，把握市场的风向标，制定更合适的适应企业发展的营销策略，才能使企业在竞争激烈的市场中生存和发展。对现处在市场激烈竞争的复杂环境中的其他企业具有一定的借鉴和指导意义。藉此，希望对GM公司的发展和同行业企业管理提供借鉴。
[Abstract]:Building decoration and decoration industry with the pace of reform and opening up, from small to large, from weak to strong, from "according to the gourd painting ladle" to independent design innovation, to obtain tremendous development, It has become a dynamic emerging sunrise industry in the national economy and social development, is a new consumption hot spot and a new economic growth point of the society, and has made great contributions to the economic construction and social development of our country. The prospects are very promising. But the competition is very fierce. How to let the enterprise develop rapidly in this good industry environment, how to stand in an invincible position in the market competition of decoration and decoration industry in the era of small profit, Because the management mode and construction technology among enterprises are basically the same, the competition among enterprises is more focused on the competition in the commercial level. Therefore, the marketing strategy of enterprises is very important to the development and success of enterprises. This research will take GM Decoration Engineering Co., Ltd. as the background, use the modern marketing theory, apply the PEST analysis method, from the macro political environment, the economic environment, the social environment and the technical environment analysis, start from the macroscopic political environment, the economic environment, the social environment and the technical environment analysis. This paper probes into the macroscopic basic situation of architectural decoration and decoration industry, and then makes a comprehensive analysis of the strengths, weaknesses, opportunities and threats of GM Decoration Co., Ltd by using the SWOT analysis method. According to the positioning of the target market, the manager of the enterprise makes the marketing combination strategy matching with the enterprise. The specific contents of the marketing strategy include: brand strategy, customer relationship management strategy, cost control strategy, etc. In order to ensure the successful implementation of the marketing strategy proposed in this paper, In the end, this paper also expounds the implementation and control of GM's marketing strategy, and finally explores a set of successful marketing strategies of GM Company. Through the research on the marketing strategy of GM Decoration Engineering Co., Ltd., this paper makes the marketing decision makers realize very clearly that we should constantly strengthen the theoretical study to improve the ability to analyze the market environment and grasp the market vane. Only by formulating more suitable marketing strategies to adapt to the development of enterprises can enterprises survive and develop in a competitive market. It is of certain reference and guiding significance to other enterprises in the complex environment of fierce market competition. Hope to GM company's development and enterprise management in the same industry to provide reference.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.92;F274

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