随着我国经济社会的飞速发展，房地产企业迅速崛起，与之相关的家居行业 也随之快速发展，同时，居民的生活水平也在不断提高，对于家居定制要求也越 来越高。 本研究以我国著名家居企业——OP 家居集团为例，综合运用文献综述法、案 例分析法等方法，研究了市场营销的相关策略在家居行业中的应用。文章在论述 了 STP 营销策略、营销组合策略、PEST 模型、波特五力模型、SWOT 模型等概 念和理论的基础上，对 OP 家居集团市场营销政治环境、经济环境、社会环境、技 术环境以及竞争环境展开了全面的分析，并在明确 OP 家居集团核心竞争力的基础 上对 OP 家居集团营销的优势、劣势、机会以及威胁进行了全面分析，最终有针对 性的提出了 OP 家居集团营销策略并提出了保障营销策略实施的组织保障、绩效管 理保障以及激励保障等保障措施。 经过文章的分析，可以看出 OP 家居集团的营销策略制定比较全面且完善。战 略上，OP 家居集团的市场定位战略比较明确，主要目标为社会的中上层；产品上， OP 家居集团在引进家居品牌时，对家居市场做了充分的调查，制订了合理的产品 策略；价格上，为了获取长远利益，放弃了短期的利润；渠道上，不仅扎实传统 渠道，同时积极开拓网络营销渠道；促销上，努力积极为自身的形象做宣传，积 极开拓市场。本文的分析能够应用到 OP 家居集团营销的实践中去，对 OP 家居集 团的营销实践以及其他家居企业的营销有着一定的借鉴作用。 关键词： OP；家具市场；营销策略；战略定位；网络营销湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract With the rapid development of China's economy and society, real estate enterprises rise rapidly, and the related home industry also develops rapidly. At the same time, the living standard of residents is also constantly improving, and the requirements for home customization are becoming higher and higher. Based on the example of China's famous household enterprises: European household group, this study comprehensively uses the methods of literature review and case analysis to study the application of marketing related strategies in the home industry. On the basis of discussing the concepts and theories of STP marketing strategy, marketing combination strategy, PEST model, Porter's five-force model and SWOT model, this paper makes a comprehensive analysis on the political environment, economic environment, social environment, technological environment and competitive environment of European Home Group's marketing, and analyzes the advantages, disadvantages and opportunities of European Home Group's marketing on the basis of clarifying the core competitiveness of the Group's And the threat of a comprehensive analysis, and finally targeted to put forward the European Home Group marketing strategy and put forward to ensure the implementation of the marketing strategy of organizational security, performance management security and incentive protection measures. Through the analysis of the article, we can see that the marketing strategy of Europa Home Group is more comprehensive and perfect. Strategicly, the market positioning strategy of OP Home Group is relatively clear, the main goal is the upper and middle level of society; product, OP Home Group in the introduction of home brands, made a full investigation of the home market, formulated a reasonable product strategy; price, in order to obtain long-term benefits, abandoned short-term profits; channel, not only solid traditional channels, but also actively open up network marketing channels; sales promotion, strive to actively promote their own image, actively open up the market. The analysis of this paper can be applied to European Home Group In the practice of marketing, it has a certain reference to the marketing practice of European Home Group and the marketing of other home groups.湖 北 工 业 大 学 硕 士 学 位 论 文 III Keywords: Keywords Europa; Furniture Marketing; Marketing Strategy; Strategic Positioning; Network Marketing湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要...........................................................................................................................I Abstract............................................................................................................................. II 第 1 章 绪 论...................................................................................................................1 1.1 研究背景................................................................................................................1 1.2 研究意义................................................................................................................1 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 研究述评.....................................................................................................3 1.4 研究的内容与方法................................................................................................3 第 2 章 基本理论及相关工具介绍.................................................................................6 2.1 基本理论................................................................................................................6 2.1.1 STP 营销理论 ..............................................................................................6 2.1.2 营销组合策略..............................................................................................7 2.2 相关工具介绍........................................................................................................8 2.2.1 PEST 模型....................................................................................................8 2.2.2 波特五力模型..............................................................................................8 2.2.3 SWOT 模型..................................................................................................9 第 3 章 OP 家居集团市场营销环境分析.....................................................................10 3.1 OP 家居集团 PEST 环境分析.............................................................................10 3.1.1 政治环境分析............................................................................................10 3.1.2 经济环境分析............................................................................................11 3.1.3 社会环境分析............................................................................................11 3.1.4 技术环境分析............................................................................................12 3.2OP 家居集团竞争环境分析 .................................................................................12 3.2.1 潜入者分析................................................................................................13 3.2.2 替代品分析................................................................................................14湖 北 工 业 大 学 硕 士 学 位 论 文 V 3.2.3 供应商分析................................................................................................15 3.2.4 购买者分析................................................................................................16 3.2.5 竞争者分析................................................................................................16 第 4 章 OP 家居集团 SWOT 分析................................................................................17 4.1 企业简介 ..............................................................................................................17 4.2 SWOT 分析 ..........................................................................................................19 4.2.1 优势分析....................................................................................................19 4.2.2 劣势分析....................................................................................................25 4.2.3 机会分析....................................................................................................26 4.2.4 威胁分析....................................................................................................27 第 5 章 OP 家居集团营销策略制定.............................................................................29 5.1 STP 分析 ..............................................................................................................29 5.1.1 市场细分战略............................................................................................29 5.1.2 目标确定策略............................................................................................29 5.1.3 目标市场定位策略....................................................................................29 5.2 营销组合策略制定 ..............................................................................................30 5.2.1 产品策略....................................................................................................30 5.2.2 价格策略...................................................................................................32 5.2.3 线上线下渠道策略...................................................................................33 5.2.4 线上线下促销策略....................................................................................35 5.3 营销策略实施的优化措施 ..................................................................................37 5.3.1 组织优化....................................................................................................37 5.3.2 绩效管理优化............................................................................................39 5.3.3 大数据时代下的营销策略优化................................................................39 第 6 章 结论与建议.......................................................................................................41。。。。。。以下内容略