海利装饰建材有限公司营销策略研究

发布时间：2019-03-30 12:37

【摘要】：我国经济在改革开发后的三十多年中一直保持着高速的增长,市场化以及城市化的快速推进,人均收入的不断提高和对外开放扩大,大大的推动了我国房地产市场和建筑业的迅速发展。房地产行业和建筑行业的发展带动了建材行业的快速发展,为装饰建材企业的发展提供了良好机会。对于装饰建材生产的厂家来说,积极地满足客户需求是其企业市场营销的核心所在,只有能够很好的满足了顾客对产品、价格、渠道及售后服务的需求,生产厂家便能在当今激烈的市场竞争中处于不败之地。本文将海利装饰建材有限公司的市场营销策略作为研究的对象,采用理论与实践相结合的方法,深度的分析了公司市场营销所面临的市场环境、营销问题和营销的策略,同时也为公司进一步拓展市场指明了方向。论文主要从其营销的问题、营销的环境、目标市场及4Ps策略等方面展开论述。通过对海利公司营销问题和市场环境的分析,明确了公司产品的目标市场。并且根据目标市场需求的特点,制定出相应的营销策略,并制定了相应的一系列保障措施。本文对于同行业的营销策略分析同样具有较强的借鉴意义和可操作性。
[Abstract]:China's economy has maintained high-speed growth, marketization and rapid urbanization, continuous improvement of per capita income and expansion of opening to the outside world for more than three decades after the reform and development. It has greatly promoted the rapid development of the real estate market and the construction industry in China. The development of real estate industry and construction industry has led to the rapid development of building materials industry, which provides a good opportunity for the development of decorative building materials enterprises. For manufacturers of decorative building materials, it is the core of their enterprise marketing to actively meet the needs of customers, only to meet the needs of customers for products, prices, channels and after-sales services. Manufacturers can be in an invincible position in today's fierce market competition. This paper takes the marketing strategy of Haili Decoration & Building Materials Co., Ltd as the object of study, adopts the method of combining theory and practice, deeply analyzes the marketing environment, marketing problems and marketing strategies of the company's marketing, and makes a deep analysis of the marketing environment, marketing problems and marketing strategies faced by the company. At the same time, it also points out the direction for the company to further expand the market. This paper mainly discusses its marketing problems, marketing environment, target market and 4Ps strategy. Through the analysis of the marketing problems and market environment of Haili Company, the target market of the company's products is defined. According to the characteristics of the target market demand, the corresponding marketing strategy and a series of safeguard measures are formulated. This article also has strong reference significance and maneuverability for the marketing strategy analysis of the same industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.92

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