I 摘要 国民经济年度报告中提出，建筑装饰行业是我国近二十年来发展最快的行业， 同时也是一个充满朝气和潜力的行业。近些年来，随着我国居民 人均可支配收入的 增加，城镇化水平的提高，消费理念的转变，居民用来改善居住环境的支出持续增 加，对家装的需求也不断多样化和个性化，为家装企业提供机会的同时，也 提出了 挑战，使得行业内企业利润微薄。新疆斑马装饰工程公司成立至今已有10多年的历 史，公司虽然取得了一些成就，但是整体上来看发展并没有很大的起色。公司应当 制定 适合于当前环境的营销策略，更好的把握机会。 本文主要对新疆斑马装饰工程公司营销策略进行研究。首先，对新疆斑马装饰 工程公司的外部营销环境进行分析，通过对新疆斑 马装饰工程公司营销现状进行分 析，发现公司目前营销策略存在的问题，表现为目标市场和定位模糊，产品创新能 力较差，各渠道发展不平衡，定价单一且不明确。 其次，通过 市场细分和组合，为新疆斑马装饰工程公司选择了目标市场：半包 中等收入客户、全包中等收入客户、半包高收入客户、全包高收入客户。并运用4p 营销组合理论提出新疆斑马 装饰工程公司营销策略：产品策略包括突出“环保”和“有 机整体家装”概念，提供全过程的规范化服务；渠道策略包括深耕细作原有渠道，加 强建设网络渠道；定价策略包括 制定明确的报价说明，多方面进行组合定价；促销 策略包括实施体验营销，全方位宣传促销。 最后，制定保障措施，包括完善公司组织架构，加强施工过程监督，构建服务 型企 业文化，提高人才队伍建设和实施多种激励手段。 关键词：装饰工程公司；营销环境；SWOT分析；4P营销组合 Abstract III Abstract According to the annual report of national economy, the construction and decoration industry is the fastest growing industry in China in the past 20 years, and it is also an full of vitality and potential industry. In recent years, with the increase income of Chinese residents, the improvement of urbanization level, and the transformation of consumption concept, residents' income to improve living environment continues to increase, and their demand for home decoration is constantly diversified and personalized, which provides opportunities for home decoration enterprises and challenges. At present, the domestic construction decoration industry is still in a low level of competition, relying on the way of price war to attract customers, making enterprises in the industry thin profit. Xinjiang zebra decoration engineering company has a history of more than 10 years since its establishment. Although the company has made some achievements, the overall development is not much improved. Companies should develop marketing strategies more appropriate to the current environment and better grasp opportunities. This paper mainly studies the marketing strategy of Xinjiang Zebra decoration project company. First of all, through the analysis about the present situation of Xinjiang Zebra decoration project company marketing, find the problems existing in the company， including market segmentation and positioning, product innovation ability is poor: Network channels, pricing of the single and not clear; secondly, analyzes the marketing environment, summarizes its advantages, disadvantages, opportunities and threats, and provides a basis for the formulation of marketing strategies. Then, through the market segmentation, chose four target markets for the company. And use marketing mix theory to formulate marketing strategy. The product strategy includes the improvement of traditional products and the product innovation of "organic integrated home decoration". The channel strategy includes the deep cultivation of original channels, the strengthening of network channels and the exploration of secondary sales channels. The pricing strategy includes formulating clear quotation description and 燕山大学工商管理硕士学位论文 IV multi-aspect combination pricing. Promotion strategies include implementing advertising promotion, changing personnel promotion methods, strengthening business promotion and emphasizing public relations promotion. Finally, to ensure the implementation of marketing strategy, we puts forward safeguard measures from four aspects: organizational structure, incentive mechanism, corporate culture and personnel management. In order to improve the company's marketing level and achieve sustainable operation. Keywords: decoration project company; marketing environment; swot; 4Ps 目 录 V 目 录 第1章 绪论 ........................................................................................................................ 1 1.1 研究背景 .................................................................................................................. 1 1.2 研究目的与意义 ...................................................................................................... 1 1.2.1 研究目的 ...................................................................................................... 1 1.2.2 研究意义 ...................................................................................................... 2 1.3 国内外研究现状 .................................................................................................... 2 1.3.1 国外研究现状 .............................................................................................. 2 1.3.2 国内研究现状 .............................................................................................. 3 1.3.3 文献述评 ...................................................................................................... 5 1.4 研究内容与方法 .................................................................................................... 5 1.4.1 研究内容 ...................................................................................................... 5 1.4.2 研究方法 ...................................................................................................... 7 第2章 相关理论基础 ........................................................................................................ 8 2.1 市场营销概述 ........................................................................................................ 8 2.2 营销组合理论 ........................................................................................................ 9 2.2.1 STP营销理论 ............................................................................................... 9 2.2.2 经典4Ps营销理论 ...................................................................................... 9 2.3 营销策略分析工具 .............................................................................................. 10 2.3.1 PEST分析 ................................................................................................... 10 2.3.2 波特五力模型 ............................................................................................ 11 2.3.3 SWOT分析 ................................................................................................. 12 2.4 本章小结 .............................................................................................................. 13 第3章 新疆斑马装饰工程公司外部营销环境分析 .................................................... 14 3.1 宏观环境分析 ...................................................................................................... 14 3.1.1 政治法律环境分析 .................................................................................... 14 3.1.2 经济环境分析 ............................................................................................ 15 3.1.3 社会环境分析 ............................................................................................ 18 3.1.4 技术环境分析 ............................................................................................ 18 3.2 行业环境分析 ...................................................................................................... 19 燕山大学工商管理硕士学位论文 -VI- 3.2.1 现有装饰企 业之间的竞争 ........................................................................ 19 3.2.2 潜在入者的威胁 ......