摘要
2010年,中国成为全球家具生产和出口的第一大国,橱柜业已发展成为
年产值超过万亿元的大产业,迎来了发展的新纪元。国内橱柜现有3000多家
大小企业,其中上规模的近600家,竞争渐趋白热化。与此不协调的是,终
端营销同质化严重,达成了“市场软助在终端”的行业共识。YT橱柜是国内最
早从事橱柜制造的企业之一,是行业内第一家获评中国驰名商标的企业,在
竞争激烈的市场环境中,企业品牌影响力有所弱化,终端竞争力亟需提升。所
以,终端营销,正是行业老牌、品质优良、口碑良好的YT橱拒决胜市场、
重振辉煌的突破口。

本课题采取文献研究方法、调查分析法、定量分析法、定性分析法、比
较分析等方法,以全面质量管理理念为指导,运用4P终端营销策略理论的框
架,深入剖析行业和企业的终端营销策略,并结合企业实际,对企业终端营
销策略重构进行目标分析,最终提出切实有效的终端营销策略优化方案。

在研究中首先介绍课题的研究背景和意义、内容和方法,再介绍终端营
销策略相关理论,并提出终端营销策略的本质——全面质量营销。之后重点
阐述4P终端营销策略理论,运用4P营销理论框架,对橱柜行业和YT橱柜
的终端营销策略的现状分别展开分析,指出公司在终端营销策略上存在的问
题,即产品缺乏核心竞争力、公司战略定位和经营模式过于保守、营销队伍
管理机制乏力、品牌培育力量薄弱。找出问题的三大成因,即公司的原有定
位“小全精”、公司的经验决策机制、人本管理理念的缺乏等。最后结合企业
的定位和现状,用全面质量营销的理念,重新定义企业的终端营销战略:用
品牌、产品、队伍、服务去赢得终端,用分类引导的方式去抢占终端。即做
深品牌、做精产品、做强队伍、做优服务,做强做大地级市的市场份额,做
精省会城市的品牌加盟店,扩大县级市的网点覆盖。运用木桶原理、因材施
教、人本管理的理念,采用4P框架,全面构建YT橱柜的终端营销策略新体
系,并提出终端营销的具体优化之道,为橱柜行业的终端营销策略的实施提
供专业、系统、可操作的参考。

关键词:橱柜企业;YT橱柜;4P营销理论;终端营销;策略研究
ABSTRACT
In 2010,China has become the superpower of the global furniture production
and export, the cabinet has been developed into more than one trillion yuan annual
output value of industry, ushered in a new era of development. Domestic cabinet has
more than 3,000 small and large businesses, including nearly 600 scale, competition
is becoming intense. Uncoordinated, marketing terminals serious homogenization
industry consensus reached market the soft: underbelly of Terminal. YT cabinet is one
of the earliest manufacturing industry in the cabinet and it was rated well-known
trademarks in China, in a highly competitive market environment, corporate brand
influence has weakened, the terminal competitiveness urgently need to enhance. So,
marketing terminals is a brilliant breakthrough for good industry veteran, quality,
good reputation YT cabinets winning the market, to revive.
This project takes the literature research methods, survey analysis, quantitative
analysis, qualitative analysis, comparative analysis of methods, practices, research
and case studies, combination of theoretical research and experience empirical
method of combining the concept of total quality management,use the framework of
the theory of the 4P terminal marketing strategy, analysis of industry and corporate
end marketing strategy deeply, and combined with the actual reconstruction of the
marketing strategies of corporate end goal of analysis, and ultimately raised the
effective end marketing strategy to optimize the program.
First the another introduces the research background and significance, content
and methods in the thesis, and then introduces the theory of terminal marketing
strategy, and propose the nature of the terminal marketing strategy - a comprehensive
quality marketing, and then focuses on the 4P terminal marketing strategy theory.
Then the another use the 4P (product, price, channels, and promotion) of marketing
theory framework the status of the marketing strategy of the cabinet industry and YT
cabinet terminal were analyzed to identify the problems of terminal marketing
strategy, the thesis pointed out that the three main reasons of the problem, namely the
company's original position ”fine”,the company's experience in decision-making
。。。