近年来，随着互联网技术的广泛应用，在装修行业市场趋于缩紧、传统营销 方法发力不足的情况下，如何共享互联网发展成果、制定高效的营销发展策略， 已成为各个装修企业乃至整个行业寻求业务发展的重要举措。业之峰装饰呼市公 司如何面对机遇与挑战，利用互联网营销优势，结合自身业务特点，转变现有模 式，制定相应的互联网营销发展策略，确保公司在家装市场中份额与地位的提升 与稳固，是公司目前加速业务发展、进行可持续发展的关键。 本文以 4P、4C、4R 等营销理论为基础，分析业之峰装饰呼市公司互联网营 销的现状和问题，通过 PEST 分析模型、波特五力模型进行宏观及微观环境分析， 运用 SWOT 分析法对比分析了业之峰装饰呼市公司实施互联网营销的优势、劣势、 机会及威胁，并结合 STP 的相关分析，最终构建了“4P+4C+4R”整合营销理念， 并基于该理念设计制定了业之峰装饰呼市公司实施互联网营销的发展策略，具体 包括：基于客户需求的精准营销策略，基于客户吸引与响应的沟通营销策略，基 于 O2O 互通的便捷营销策略，基于双赢的新型关系营销策略。同时，基于提高互 联网营销人员专业素质、完善互联网营销客户服务体系以及加强互联网信息技术 支持三个方面，制定了相应的保障措施，从而保证了互联网营销发展策略的有效 实施。互联网营销策略及保障措施为业之峰装饰呼市公司管理人员提供了互联网 营销管理的参考框架，对提高公司业务的竞争能力，提升公司在行业内的竞争地 位，具有一定的指导意义。 关键词：业之峰装饰；互联网；营销策略II Research on Internet Marketing Strategy of Hohhot Yenova Decoration Company Abstract In recent years, with the wide application of Internet technology, in the case that the decoration industry market tends to shrink and the traditional marketing methods are insufficient, how to share the Internet development achievements and formulate an efficient marketing development strategy has become an important measure for each decoration enterprise and the entire decoration industry to seek business development. For HohhotYenova decoration company, how to face opportunities and challenges, use the advantages of Internet marketing, combine with its own business characteristics, transform the existing marketing model, develop corresponding Internet marketing development strategies to increase its market share and stabilize its market position in the decoration market, is the key to the current business development and sustainable development. Based on the theoretical basis of 4P, 4C, 4R, this paper analyzes the current situation and problems of Internet marketing of Hohhot Yenova decoration company, and analyzes the macro and micro environment by PEST analysis model and Porter's Five Forces model.The advantages, disadvantages, opportunities and threats of Hohhot Yenova decoration company on Internet marketing are analyzed through SWOT analysis. The paper finally constructs the 4P+4C+4R integrated marketing concept and establishes the development strategies of Internet marketing of Hohhot Yenova decoration company with the analysis of STP, including: precision marketing strategy based on customer needs, communication marketing strategy based on customer attraction and response, convenient marketing strategy based on O2O interoperability, new relationship marketing strategy based on win-win. At the same time, based on improving the professional quality of Internet marketing personnel, improving the Internet marketing customer service system and strengthening the Internet information technology support, the corresponding safeguard measures have been formulated to ensure the effective implementation of the Internet marketing development strategies. The Internet marketingstrategyand safeguard measures provide a reference framework for Internet marketing management for the company's management staff of HohhotIII Yenova decoration company. It has guiding significance for improving the competitiveness of the company's business and enhancing the company's competitive position in the industry. Key words: Yenova decoration; Internet; Marketing strategyIV 目 录 中文摘要.................................................I Abstract ................................................ II 第一章 绪论 ..............................................1 1.1 研究背景目的与意义 ..........................................1 1.1.1 研究背景...............................................1 1.1.2 研究目的与意义.........................................1 1.2 相关文献综述 ................................................2 1.3 研究内容与思路 ..............................................3 1.3.1 研究内容...............................................3 1.3.2 研究思路...............................................5 1.3.3 创新点.................................................5 1.4 研究工具与方法 ..............................................6 1.4.1 研究工具...............................................6 1.4.2 研究方法...............................................6 第二章 相关理论综述 ......................................7 2.1 市场营销相关理论 ............................................7 2.1.1 基于企业角度的 4P 理论 ..................................7 2.1.2 基于消费者角度的 4C 理论................................7 2.1.3 基于交互角度的 4R 理论..................................8 2.2 STP 理论.....................................................9 第三章 业之峰装饰呼市公司互联网营销的现状与问题 .........11 3.1 业之峰装饰呼市公司互联网营销的现状 .........................11 3.1.1 业之峰装饰呼市公司概况以及经营状况概述................11 3.1.2 业之峰装饰呼市公司互联网营销现状......................12 3.2 业之峰装饰呼市公司互联网营销的问题 .........................13V 3.2.1 互联网营销理念有待加强................................14 3.2.2 互联网营销推广的手段少................................14 3.2.3 互联网渠道专业人才紧缺................................14 第四章 业之峰装饰呼市公司互联网营销环境与现状分析 .......16 4.1 PEST 分析...................................................16 4.1.1 政治环境..............................................16 4.1.2 经济环境..............................................16 4.1.3 社会因素..............................................17 4.1.4 技术因素..............................................18 4.2 波特五力分析 ...............................................19 4.2.1 新进入者的威胁大......................................19 4.2.2 替代品的威胁大........................................21 4.2.3 供应商处于弱势地位....................................21 4.2.4 消费者讨价还价的能力强................................22 4.2.5 行业内竞争激烈........................................22 4.3 SWOT 分析...................................................23 4.3.1 外部环境分析：机会与威胁..............................23 4.3.2 内部环境分析：优势与劣势..............................24 4.3.3 SWOT 分析总结 .........................................24 第五章 业之峰装饰呼市公司互联网营销 STP 分析 .............26 5.1 市场细分 ...................................................26 5.1.1 市场细分及分析........................................26 5.1.2 细分市场评价..........................................27 5.2 目标市场的选择与目标市场策略的确定 .........................29 5.2.1 目标市场的选择........................................29 5.2.2 目标市场策略的确定....................................29 5.3 市场定位 ...................................................30 第六章 业之峰装饰呼市公司互联网整合营销策略 .............32VI 6.1 “4P+4C+4R”整合营销理念构建 ...............................32 6.2 业之峰装饰呼市公司互联网整合营销策略制定 ...................33 6.2.1 基于客户需求的精准营销策略............................33 6.2.2 基于客户吸引与响应的沟通营销策略......................36 6.2.3 基于 O2O 互通的便捷营销策略............................38 6.2.4 基于双赢的新型关系营销策略............................39 第七章 业之峰装饰呼市公司互联网营销的保障措施 ...........43 7.1 加强互联网营销理念学习宣导 .................................43 7.2 提升互联网营销人员专业素质 .................................43 7.3 完善互联网营销客户服务体系 .................................44 7.4 加强互联网信息技术支持 .....................................44 第八章 结论 ......................................