GZ公司家居装饰产品营销策略研究

发布时间：2018-04-10 14:22

本文选题：家装产品 + 产品　；参考：《山西大学》2017年硕士论文

【摘要】：改革开放以来,中国经济快速发展,房地产行业也逐渐升温,作为其下流产业的家装行业迎来了春天。在经历了三十多年的发展后,我国的家庭装修市场由小到大,家装行业的地位稳步提升,整体面临着大行业小企业的格局,市场竞争日益严峻,整个行业面临着向家居一体化方向转变的趋势。GZ公司立足Y市家装行业多年,一直走中高端路线,重视产品品质,口碑良好,品牌深入人心。但是,近年来家装行业市场竞争日益严峻,GZ公司利润急剧下滑,生存空间不断受到挤压。因此,如何促进企业利润的增加,扩大市场占有率,在本市场上谋求深层次的发展成为GZ公司所重点关注的问题。这也是现阶段我国广大家装公司迫切需要解决的问题。本文就是在这一背景下,综合的运用文献分析法,资料采集法以及观察等方法,对GZ公司家居装饰产品的营销策略现状进行了实地考察,从而了解到GZ公司产品营销的真实现状,同时也了解到了消费者对待家居装饰产品中不同风格、档次产品的态度、需求。在此基础上以市场营销策略为切入点,结合家装行业整体的实际情况,运用4Ps营销理论对GZ公司家居装饰产品营销现状进行分析,并找出其存在的问题,并针对性提出改善的建议。GZ公司产品策略存在以下四个方面问题:第一,其产品策略存在着整体概念把握不够清晰,不能针对产品生命周期采取不同的营销策略和产品组合深度不足的问题。第二,其产品策略存在着定价方法一成不变,定价策略落后和价格反应战略迟缓的问题。第三,在渠道策略方面,GZ公司存在着区域分布不尽合理,互联网营销渠道发展滞后的问题。第四,其促销策略有广告媒体选择过于单一,广告投放时机把握不合理和促销方案设计、评估能力不足的问题。针对以上问题,GZ公司应采取的改善措施有:第一,在产品策略方面,树立产品的整体概念,针对其生命周期采取不同的营销策略以及加强产品组合深度。第二,GZ公司应针对不同产品采用不同的定价方法,对新产品定价策略和产品组合定价策略加以组合应用,并且提升价格反应对策能力。第三,在渠道策略方面应调整区域分布,有选择的运用各类互联网平台。第四,促销策略方面,应倚重互联网广告媒体,合理把握投放时机并提升促销方案设计、评估能力。
[Abstract]:Since the reform and opening up, China's rapid economic development, the real estate industry is also gradually heating up, as its dirty industry home decoration industry ushered in spring.After more than 30 years of development, the family decoration market in our country has grown from small to large, the status of the home decoration industry has steadily increased, the overall situation is facing the pattern of large industries and small enterprises, and the market competition is becoming increasingly severe.The whole industry is facing the trend of changing to the direction of home integration. GZ company has been based on Y city home decoration industry for many years, has been taking the high-end line, attaches importance to product quality, good reputation, brand deeply popular.However, in recent years, the market competition in the home decoration industry is increasingly severe, the profit of GZ company drops sharply, and the living space is constantly squeezed.Therefore, how to promote the increase of enterprise profits, expand market share, and seek a deeper development in this market has become the focus of attention of GZ Company.This is also at this stage of the majority of domestic decoration companies urgently need to solve the problem.Under this background, this paper makes a field investigation on the current situation of the marketing strategy of GZ company's household decoration products by using the methods of literature analysis, data collection and observation, etc.In order to understand the real situation of GZ company's product marketing, we also know the consumers' attitude and demand for different styles and grades of household decoration products.On this basis, with the marketing strategy as the breakthrough point, combined with the actual situation of the home decoration industry as a whole, using the 4Ps marketing theory to analyze the current situation of GZ company's household decoration products marketing, and find out its existing problems.The following four problems exist in the product strategy of GZ Company: first, the overall concept of the product strategy is not clear enough.We can't take different marketing strategy and product combination depth according to product life cycle.Second, its product strategy has the problems of fixed pricing method, backward pricing strategy and slow price response strategy.Third, in the aspect of channel strategy, GZ company has the problem of unreasonable regional distribution and lagged development of Internet marketing channel.Fourth, the promotion strategy is too single, the timing of advertising is unreasonable, the design of promotion scheme and the evaluation ability are insufficient.In view of the above problems, GZ Company should take the following improvement measures: first, in terms of product strategy, set up the overall concept of the product, take different marketing strategies for its life cycle and strengthen the depth of product mix.Second, GZ Company should adopt different pricing methods for different products, combine the new product pricing strategy and product combination pricing strategy, and improve the ability of price response countermeasures.Third, in the channel strategy aspect should adjust the regional distribution, has the choice to use each kind of Internet platform.Fourth, the promotion strategy should rely on the Internet advertising media, reasonably grasp the timing of the launch and promote the design of the promotion scheme, evaluation ability.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.92

【参考文献】