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MBA硕士毕业论文_ZSA的营销策略研究

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近年来,在城镇化加速、装修装饰需求向高端发展的推动下,中国陶瓷产量在较高 基数上继续提升。数据显示,2010-2019 年间,我国建筑陶瓷的销售额从 2544 亿元上升 到 5335 亿元,年复合增长率为 9.7%。在这样一个快速增长的市场当中,行业集中度却 相对较低。一直以来,整个陶瓷市场中都以中小企业为主,竞争也十分激烈。此外,消 费者对于陶瓷类建筑材料的要求也在日趋转变,环保、功能、美观等诉求日益增加。而 2019 年的时候,陶瓷薄板泛家居应用这一新的风口正式形成。引爆了整个陶瓷行业新的 发展。 在这样一个行业发展向好但竞争较为激烈的情况下,RZSA 作为国内陶瓷产品,尤 其是陶瓷薄板这一业务领域的金牌代理商,如何进一步选好自己的细分渠道,更好的提 高自己的市场份额,提升消费者的满意度和保留率就成为了非常重要的问题。 本文以 RZSA 作为分析对象,首先对 RZSA 的现有营销情况进行了深入的分析,分 析出了 RZSA 现阶段营销过程中存在的四个不足之处:第一,产品丰富度相对较低,无 法及时对消费者的需求做出相应的改变;第二,产品的价格过低,虽然带来了不错的销 量,但是却限制了企业的盈利能力;第三,渠道相对较为低效,没有办法帮助企业实现 高效的客户获取;第四,促销机制相对较为简单,不仅对于消费者销量的提升有限,也 不能够实现消费者忠诚度的培养。 最后,文章以 RZSA 现有营销不足为出发点,分别针对性的提出了相应的解决措施。 在营销团队的建立方面,文章提出了需要招聘的营销人才类型,帮助 RZSA 形成一个更 好的营销团队;产品上,提高自身对于市场需求的把握能力,并建立相应的新产品开发 团队,提升产品在市场中的竞争力;价格上,重新制定相应的价格策略,搭配相应的品 牌策略和服务策略,在保障销量的同时提高自身的盈利能力;渠道上,重新进行渠道的 优化,提升自身的获客能力;促销上,更新促销体系,让企业在通过促销提高消费者消 费意愿的同时促进消费者的忠诚度。 关键词: 陶瓷薄板业务、营销策略、STP 分析II Abstract In recent years, driven by the acceleration of urbanization and the high-end development of decoration and decoration demand, China's ceramic output continues to increase on a high base. Data show that from 2010 to 2019, the sales volume of architectural ceramics in China increased from 254.4 billion yuan to 533.5 billion yuan, with a compound annual growth rate of 9.7%. In such a rapidly growing market, industry concentration is relatively low. All the time, the whole ceramic market is dominated by small and medium-sized enterprises, and the competition is also very fierce. In addition, consumers' requirements for ceramic building materials are also changing with each passing day, with increasing demands for environmental protection, function and aesthetics. In 2019, the ceramic plate pan-household application of this new tuyere formally formed. Detonated the whole ceramic industry new development. In such a positive but relatively competitive industry development situation, RZSA as domestic ceramic products, especially in the field of ceramic plate the business gold agents, how to choose good further subdivision circuit, better improve their market share, enhance consumer satisfaction and retention has become a very important question. Taking RZSA as the object of analysis, this paper firstly makes an in-depth analysis of the current marketing situation of RZSA, and then points out four deficiencies existing in the marketing process of RZSA at the present stage. First, the product richness is relatively low, so it cannot timely make corresponding changes to consumers' demands. Second, the product price is too low, although it brings good sales volume, but it limits the profitability of the enterprise; Third, the channel is relatively inefficient, and there is no way to help enterprises achieve efficient customer acquisition; Fourth, the promotion mechanism is relatively simple, which can not only improve the sales volume of consumers, but also fail to realize the cultivation of consumer loyalty. Finally, based on the existing marketing deficiencies of RZSA as a starting point, the paper puts forward corresponding solutions. In terms of the establishment of the marketing team, the article puts forward the types of marketing talents to be recruited to help RZSA form a better marketing team. In terms of products, I should improve my ability to grasp the market demand and establish a corresponding new product development team to enhance the competitiveness of products in the market. In terms of price, re-formulate the corresponding price strategy, match the corresponding brand strategy and service strategy, and improve their profitability while ensuring sales volume; In terms of channels, optimize the channels again to improve their customer acquisition ability; In terms of promotion, the promotion systemIII should be updated so that enterprises can not only improve consumers' willingness to spend but also promote consumers' loyalty through promotion. Key words: Ceramic Plate Business, Marketing Strategy, STPAnalysisIV 目 录 摘要 .............................................................. I ABSTRACT ............................................................ II 目 录.............................................................. IV 第一章 绪论.......................................................... 1 1.1 论文研究背景与意义............................................... 1 1.1.1 研究背景 .................................................... 1 1.1.2 研究意义 .................................................... 2 1.2 研究方法和理论基础............................................... 2 1.2.1 研究方法 .................................................... 2 1.2.2 理论基础 .................................................... 3 1.3 研究内容和研究框架............................................... 8 1.3.1 研究框架 ..................................................... 8 1.3.2 研究内容 .................................................... 9 第二章 企业发展现状分析 ............................................. 11 2.1 企业经营状况介绍................................................ 11 2.1.1 企业介绍 ................................................... 11 2.1.2 企业经营绩效 ............................................... 11 2.1.3 企业经营现状介绍 ............................................ 12 2.2 企业现状分析.................................................... 15 2.2.1 企业营销战略现状 ........................................... 15 2.2.2 企业营销中存在的问题 ....................................... 16 2.3 本章小节........................................................ 18 第三章 企业营销环境分析 ............................................. 19 3.1 总体环境分析.................................................... 19 3.1.1 政策环境分析 ............................................... 19 3.1.2 经济环境分析 ............................................... 20 3.1.3 社会文化环境分析 ........................................... 21V 3.1.4 技术环境分析 ............................................... 22 3.1.5 总体环境分析总结 ........................................... 23 3.2 行业环境分析.................................................... 23 3.2.1 市场发展现状 ............................................... 23 3.2.2 市场竞争现状 ............................................... 26 3.2.3 行业环境分析总结 ........................................... 29 3.3 企业竞争力的 SWOT 分析........................................... 29 3.3.1 企业营销的优势分析 ......................................... 29 3.3.2 企业营销的劣势分析 ......................................... 30 3.3.3 企业营销的机遇分析 ......................................... 31 3.3.4 企业营销的威胁分析 ......................................... 31 3.4 本章分析总结.................................................... 32 第四章 企业营销策略规划方案 ......................................... 35 4.1 战略定位的规划方案.............................................. 35 4.1.1 市场细分 ................................................... 35 4.1.2 目标市场 ................................................... 36 4.1.3 市场定位 ................................................... 37 4.2 营销策略组合的规划.............................................. 38 4.2.1 产品策略的规划 ............................................. 38 4.2.2 价格策略的规划 ............................................. 38 4.2.3 渠道策略的规划 ............................................. 39 4.2.4 促销策略的规划 ............................................. 39 4.3 本章小结........................................................ 40 第五章 企业营销策略的保障 ........................................... 41 5.1 营销团队的建立.................................................. 41 5.2 品牌的建立与运营 ................................................ 41 5.2.1 建立相应的品牌并赋予其品牌价值 ............................. 42 5.2.2 在企业运营的方方面面践行企业品牌价值 ....................... 42 5.2.3 定期组织品牌宣传活动 ....................................... 43VI 5.3 本章小结........................................................ 43 结 论.............................................................. 44 1.研究结论 ........................................................ 44 2.研究的不足与展望 ................................................ 45