富美家装饰材料公司中国市场拓展策略
发布时间：2018-09-05 18:15
【摘要】： 在日益竞争激烈的中国消费品市场及装饰材料市场,美国富美家公司这样一家跨国公司在中国市场面临众多竞争品牌、同类产品、以及替代品的激烈竞争,市场份额出现了下降的不利局面。论文在行业研究、市场调查、细分市场分析、营销诊断的基础上,通过准确把握市场变化的趋势来发现市场新机会,包括可以优先进入的细分市场和可以开发的新产品,以上述信息为决策基础来制定富美家中国市场拓展策略。富美家公司拓展策略以市场定位为导向,围绕产品、定价、渠道、推广来构建,最后对关键细分市场的拓展策略进行阐述。未来富美家需要同时满足高端和中端市场的需求,重点拓展橱柜、医院、运输和教育这四大市场,强调装饰材料整体解决方案在对客户推广过程中的使用,帮助富美家有针对性地拓展中国市场。
[Abstract]:In the increasingly competitive market of consumer goods and decorative materials in China, a multinational company, such as the United States, faces fierce competition from brands, products of the same kind, and substitutes in the Chinese market. The market share appeared to decline unfavorable situation. On the basis of industry research, market segmentation analysis and marketing diagnosis, the paper finds new market opportunities by accurately grasping the changing trend of the market, including the sub-market that can be entered first and the new products that can be developed. Based on the above information as the basis of decision-making to develop the China market development strategy. The development strategy of Fumeijia Company is oriented to market orientation, and is built around products, pricing, channels and promotion. Finally, the development strategy of key segments is expounded. In the future, Fumega will need to meet the needs of both high-end and mid-market markets, focusing on expanding the four major markets of cabinets, hospitals, transportation and education, emphasizing the use of the overall solution of decorative materials in the process of promotion to customers. Help Fumei to develop the Chinese market in a targeted way.
【学位授予单位】：华北电力大学（北京）
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.92
本文编号：2225066
[Abstract]:In the increasingly competitive market of consumer goods and decorative materials in China, a multinational company, such as the United States, faces fierce competition from brands, products of the same kind, and substitutes in the Chinese market. The market share appeared to decline unfavorable situation. On the basis of industry research, market segmentation analysis and marketing diagnosis, the paper finds new market opportunities by accurately grasping the changing trend of the market, including the sub-market that can be entered first and the new products that can be developed. Based on the above information as the basis of decision-making to develop the China market development strategy. The development strategy of Fumeijia Company is oriented to market orientation, and is built around products, pricing, channels and promotion. Finally, the development strategy of key segments is expounded. In the future, Fumega will need to meet the needs of both high-end and mid-market markets, focusing on expanding the four major markets of cabinets, hospitals, transportation and education, emphasizing the use of the overall solution of decorative materials in the process of promotion to customers. Help Fumei to develop the Chinese market in a targeted way.
【学位授予单位】：华北电力大学（北京）
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.92
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