ABC装饰公司营销策略研究

发布时间：2018-05-06 19:38

本文选题：家装行业 + 市场细分　；参考：《西北大学》2006年硕士论文

【摘要】：近几年来，家居装饰业成为一个高速发展的行业。ABC装饰公司04年9月成立，两年以来公司产值从低迷到冲高再到低迷，未能有效的占领市场，，在竞争中处于被动局面。本文应用了SWOT方法、STP分析、4P理论。比较系统地研究了ABC公司核心营销策略、营销组合策略存在的问题，分析问题产生的原因，提出营销策略改进措施。首先，论文研究了企业的外部环境，对公司所在地西安家庭装修业存在的主要问题、变化趋势、竞争对手的情况进行概括，为企业正确进行定位奠定基础。其次，论文对于ABC公司的营销策略做了深入地分析，揭示公司在STP和4Ps方面存在的问题，指出目前ABC公司营销策略所存在的问题中最重要的是产品问题，而不是促销问题，产品问题中最重要的是施工问题和服务问题。然后提出了ABC公司营销策略的改进措施，其中重点探讨了公司的产品改进、渠道改进和促销改进的具体方法，并提出改进实施方法。其中创造性地提出口碑营销、体验式营销和全程优质服务理念。通过对ABC公司营销策略的探讨，给ABC公司走出困境提供帮助，也为其他家装企业的发展提供一些经验的借鉴。对其他家用耐用消费品的市场营销提供借鉴。
[Abstract]:In recent years, home decoration industry has become a fast developing industry.ABC decoration company, which was established in September 04 years. In the past two years, the output value of the company has been from low to high to low, and failed to occupy the market effectively, and in the passive situation in the competition.
In this paper, SWOT method, STP analysis, and 4P theory are applied. The core marketing strategy of ABC company, the existing problems of marketing combination strategy, the reasons for the analysis of the problem, and the improvement measures of marketing strategy are put forward.
First, the paper studies the external environment of the enterprise, summarizes the main problems existing in the home decoration industry in Xi'an, the trend of the change, the situation of the competitors, and lays the foundation for the correct positioning of the enterprises.
Secondly, the paper makes an in-depth analysis on the marketing strategy of ABC company, reveals the problems in STP and 4Ps, and points out that the most important problem in the current marketing strategy of ABC company is the product problem, not the promotion problem. The most important thing in the product problem is the construction and service problems.
Then it puts forward the measures to improve the marketing strategy of ABC company, which focuses on the product improvement of the company, the improvement of channel and the concrete methods of promotion and improvement, and puts forward the methods to improve the implementation, which creatively puts forward the idea of word of mouth marketing, experiential marketing and whole course quality service.
Through the discussion of the marketing strategy of ABC company, it provides help for ABC company to get out of the dilemma, and also provides some experience for the development of other home wear enterprises. It provides reference for the marketing of other household durable consumer goods.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.92

【参考文献】