云平装饰材料公司面对市场变化的经营策略调整

发布时间：2018-04-30 00:26

本文选题：零售业 + 建筑装饰材料　；参考：《哈尔滨工程大学》2005年硕士论文

【摘要】：改革开放以来,伴随着国民经济的增长和人民生活水平的提高,各行各业均有了长足的发展,同时也发生了各种各样的变革。在零售业,1993年8月8日,诞生了我国第一家仓储式超市——广州广客隆,由此开始了我国零售业的一场革命。作为房地产业附属品的建筑装饰材料行业,伴随着东方家园、天津家居、好美佳等国产建材超市及百安居、欧倍德等洋超市的出现和扩张,使传统经销商的处境开始出现变化和危机。超市经营规模及连锁模式的出现,对整个零售市场造成了巨大的冲击,他们掠夺了传统经销商的市场份额,打破了制造商与传统经销商的原有格局,导致了市场由“制造为王”向“渠道为王”的转变。在本文中,结合建筑装饰材料行业的特点,以云平装饰材料公司面临的市场变化为研究对象,比较、分析国内外该行业的市场发展现状,对其未来发展趋势进行研究、探讨,有助于我们对超市业态及整个零售业的进一步了解,也希望本文的结论——从市场需求与超市经营的不和谐处入手,加强已经获得行业市场认可的标准型、品牌产品的销售工作,开发需要“量身定做”的非标准型产品——能够为传统经销商提供借鉴,共同进步。
[Abstract]:Since the reform and opening up, with the growth of the national economy and the improvement of people's living standards, all kinds of industries have made great progress, at the same time, a variety of changes have taken place. In the retail trade, on August 8, 1993, the first warehouse supermarket in China-Guangzhou Guangkelong was born, which started a revolution in China's retail industry. As a subsidiary of the real estate industry, the building decoration material industry is accompanied by the emergence and expansion of the oriental home, Tianjin home, home building materials supermarkets such as Homecoming and Baanju, Obeid and other foreign supermarkets. So that the situation of traditional dealers began to change and crisis. The appearance of supermarket management scale and chain mode has caused a huge impact on the whole retail market. They have plundered the market share of traditional dealers and broken the original pattern of manufacturers and traditional dealers. Led to the market from "manufacture as king" to "channel king" change. In this paper, combined with the characteristics of architectural decoration material industry, taking the market changes faced by Yunping Decoration material Company as the research object, this paper compares the market development situation of this industry at home and abroad, studies its future development trend, and probes into its future development trend. It is helpful for us to have a better understanding of the supermarket format and the retail trade as a whole. I also hope that the conclusion of this paper-starting from the disharmony between the market demand and the supermarket operation, will strengthen the standard type that has been recognized by the industry market. Brand sales, development needs to "tailor" non-standard products-can provide reference for traditional dealers, common progress.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F279.26

【共引文献】