安徽思创装饰公司营销策略研究

发布时间：2018-03-07 06:33

本文选题：家装行业　切入点：环境分析　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国房地产经历几次调控与暴涨。2016年一线城市房地产暴涨后,经过调控,2017年一线城市开始回落,而三四线城市又开始上涨。总体来说,我国房地产行业在阶段性地持续增长。与此同时,人们对房屋装饰要求也越来越高。我国建筑装饰行业发展进入了高速发展时期,其行业产值由2003年的0.72万亿元提高至2015年的3.40万亿元,年平均复合增速约为14%。随着家装行业的高速增长,家装市场的火爆。一大批家装公司如雨后春笋般涌现。如何制定公司营销策略是企业能否突围的关键。值得注意的是,因装饰行业快速发展,家装行业体制不健全,市场品牌效应不强,规模化发展受阻等一系列问题,如何破解这一些难题,促进业绩增长,这需要采取相应的营销策略。营销策略一直困扰着企业发展,因此,有必要从理论结合实际进行深层分析原因。当前,随着房地产转型升级发展,智慧城市的发展格局下,中国房地产去库存周期长,家装市场受政府监督越来越严,且又受环境保护管理与监督的影响,作为家装公司有风险,也存在机会。为了促进装饰公司的发展,笔者借机来研究安徽思创装饰公司营销策略的研究,希望能找到其营销策略的思路。本文就是研究中小型装修公司如何制定营销策略,其采用的研究方法包括文献分析、比较分析法、数据分析等进行分析。在通过运用SWOT分析法、波特五力分析法等理论方法,重点对思创装饰公司的发展及现状和存在的问题、以及对思创装饰公司发展的环境进行了全面分析。本文还从该公司的营销制度管理、人力资源、市场方向等方面进行了分析。最后文章笔者根据自身的经验,以及理论经验总结,提出了思创装饰公司营销策略的对策,其内容包括公司需要完善组织架构和管理体系、加强质量管理、强化人才队伍的建设、确定合理的市场定位、采取多元化的营销策略等方法。并从思创装饰公司可以看到诸如此类的大多数中小型家装公司同样的情况。因此以本文的研究,希望能为中小型家装企业提供一定的参考。
[Abstract]:In recent years, China's real estate industry has experienced several adjustments and increases. After a real estate boom in first-tier cities in 2016, after adjustment and control, first-tier cities began to fall back in 2017, while third-and fourth-tier cities began to rise again. Generally speaking, At the same time, the demand for housing decoration is getting higher and higher. The construction decoration industry in our country has entered a period of rapid development. The industry output value increased from 720 billion yuan in 2003 to 3.4 trillion yuan in 2015, with an average annual composite growth rate of about 14 yuan. With the rapid growth of the home construction industry, The domestic decoration market is booming. A large number of home decoration companies have sprung up. How to formulate a company's marketing strategy is the key to whether an enterprise can break through. It is worth noting that because of the rapid development of the decoration industry, the domestic decoration industry system is not perfect. The market brand effect is not strong, the scale development is blocked and so on a series of problems, how to solve these difficult problems, promote the achievement growth, this needs to adopt the corresponding marketing strategy. The marketing strategy has been perplexing the enterprise development, therefore, It is necessary to analyze the reasons deeply from theory and practice. At present, with the transformation and development of real estate and the development pattern of intelligent city, China's real estate destocking cycle is long, and the domestic decoration market is subject to more and more strict supervision by the government. Under the influence of environmental protection management and supervision, as a home decoration company, there are risks and opportunities. In order to promote the development of decoration companies, the author takes the opportunity to study the marketing strategy of Anhui Sitong Decoration Company. This paper is to study how small and medium-sized decoration companies to formulate marketing strategies, the research methods used include literature analysis, comparative analysis, data analysis and so on. Through the use of SWOT analysis, Porter's five-force analysis and other theoretical methods focus on the development, current situation and existing problems of Sitong Decoration Company, as well as a comprehensive analysis of the development environment of the company. This paper also analyzes the marketing system management, human resources, human resources of the company. Finally, according to the author's own experience and theoretical experience, the author puts forward the marketing strategies of the company, including the need to improve the organizational structure and management system. Strengthening quality management, strengthening the construction of the contingent of qualified personnel, and determining a reasonable market position, We can see the same situation of most small and medium sized home decoration companies from Sichuang Decoration Company. So we hope to provide some reference for the small and medium-sized home decoration enterprises by the research of this paper.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F274

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