苏州软装饰企业营销渠道探析
发布时间：2019-05-12 06:18
【摘要】：随着国民经济的增长、国民经济收入水平和生活品味的提高以及房地产业的持续增长,软装饰企业应运而生,它从硬装饰企业分离而来但又有着自己的特色。 本文基于对苏州市经济发展总体情况、软装饰企业竞争情况和当地消费者需求情况的深入分析,根据苏州市新兴软装饰艺术化、整体化、系列化、个性化的发展趋势,对目前苏州软装饰企业营销渠道建设中存在的模式单一、忽略终端市场建设、追求短期利益、没有充分利用网络营销以及没有实现整体优化等渠道问题及产生这些问题的原因进行了分析、并且针对性地提出了相应的对策。最后,本文以苏州OL公司为例探讨了苏州软装饰企业可以使用和借鉴的一些营销渠道策略且辅以实施办法予以验证前述对策的实施效果。 本文运用传统营销、关系营销、服务营销、小区营销、网络营销、整合营销等理论对苏州软装饰企业构建科学的营销渠道策略进行了分析并加以运用。希望通过传统营销与现代营销相结合的办法;展开关系营销,与上下游产业链伙伴合作;启用优质服务,巩固客户群;营造小区营销环境,提高影响力;深入开展网络营销,扩大市场份额;进而进行渠道整合,实现整体效益最大化。以全面的、主动出击的营销渠道策略为苏州软装饰从业者理清思路,进而促进企业走上良性发展的道路。
[Abstract]:With the growth of national economy, the improvement of income level and taste of national economy and the continuous growth of real estate industry, soft decoration enterprises emerge as the times require, which are separated from hard decoration enterprises but have their own characteristics. Based on the in-depth analysis of the overall economic development of Suzhou, the competition of soft decoration enterprises and the demand of local consumers, according to the development trend of art, integration, serialization and individualization of new soft decoration in Suzhou, this paper is based on the in-depth analysis of the overall situation of economic development, the competition of soft decoration enterprises and the demand of local consumers. At present, the mode existing in the marketing channel construction of Suzhou soft decoration enterprises is single, neglecting the end market construction and pursuing short-term interests. The channel problems such as network marketing and overall optimization are not fully utilized and the causes of these problems are analyzed, and the corresponding countermeasures are put forward. Finally, taking Suzhou OL Company as an example, this paper discusses some marketing channel strategies that Suzhou soft decoration enterprises can use and draw lessons from, and verifies the implementation effect of the above countermeasures with implementation methods. In this paper, the traditional marketing, relationship marketing, service marketing, community marketing, network marketing, integrated marketing and other theories are used to analyze and apply the scientific marketing channel strategy of Suzhou soft decoration enterprises. Through the combination of traditional marketing and modern marketing, we hope to carry out relationship marketing, cooperate with upstream and downstream industrial chain partners, enable high-quality service, consolidate customer base, create community marketing environment and improve influence. Carry out in-depth network marketing, expand market share, and then carry out channel integration to maximize the overall benefits. With the comprehensive, active marketing channel strategy for Suzhou soft decoration practitioners clear ideas, and then promote enterprises to embark on the road of benign development.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.92
本文编号：2475172
[Abstract]:With the growth of national economy, the improvement of income level and taste of national economy and the continuous growth of real estate industry, soft decoration enterprises emerge as the times require, which are separated from hard decoration enterprises but have their own characteristics. Based on the in-depth analysis of the overall economic development of Suzhou, the competition of soft decoration enterprises and the demand of local consumers, according to the development trend of art, integration, serialization and individualization of new soft decoration in Suzhou, this paper is based on the in-depth analysis of the overall situation of economic development, the competition of soft decoration enterprises and the demand of local consumers. At present, the mode existing in the marketing channel construction of Suzhou soft decoration enterprises is single, neglecting the end market construction and pursuing short-term interests. The channel problems such as network marketing and overall optimization are not fully utilized and the causes of these problems are analyzed, and the corresponding countermeasures are put forward. Finally, taking Suzhou OL Company as an example, this paper discusses some marketing channel strategies that Suzhou soft decoration enterprises can use and draw lessons from, and verifies the implementation effect of the above countermeasures with implementation methods. In this paper, the traditional marketing, relationship marketing, service marketing, community marketing, network marketing, integrated marketing and other theories are used to analyze and apply the scientific marketing channel strategy of Suzhou soft decoration enterprises. Through the combination of traditional marketing and modern marketing, we hope to carry out relationship marketing, cooperate with upstream and downstream industrial chain partners, enable high-quality service, consolidate customer base, create community marketing environment and improve influence. Carry out in-depth network marketing, expand market share, and then carry out channel integration to maximize the overall benefits. With the comprehensive, active marketing channel strategy for Suzhou soft decoration practitioners clear ideas, and then promote enterprises to embark on the road of benign development.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.92
【参考文献】
相关期刊论文 前2条
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2 胡贝贝;“洋洋布艺”从小店做到大卖场[J];知识经济;2002年10期
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