I 摘要 近年来，我国建筑装饰企业面临着来自环境与企业内部的双重压力，就综合 情况看，企业数量过多，供大于求，市场竞争残酷。与此同时，我国多数建筑装 饰企业由于历史问题较多、改革滞后、机制不活、体制僵化等因素存在，又由于 存在法人治理结构的不健全、约束和激励机制的不灵活、创新能力差、高级管理 人才的流失严重，管理粗放，企业高产值、低收益的现象普遍存在，企业面临前 所未有的挑战。 北京A建筑装饰公司能否有效的减小外部环境变化对企业自身的不利影响， 在变化的市场中有效地实施市场营销策略，以提升企业的市场竞争力，这对于企 业未来的生存与发展影响重大。北京A建筑装饰公司需要根据市场的变化及企业 自身的特点做出一定的策略调整，对市场进行细分并注重调整公司的营销策略， 为公司在建筑装饰市场中争取有利地位。 本文从当前建筑装饰行业的发展现状分析为出发点，以企业战略和市场营销 的理论为理论基础，以北京A建筑装饰公司提高市场营销能力的策略为实例。并 结合北京A建筑装饰公司的本身在市场营销方面存在的问题，重点研究北京A 建筑装饰公司市场营销策略及其优化思路，提出针对性的市场营销的实施方法， 研究和探索加强市场营销的一些方法和对策。对提高公司的竞争力有一定的帮 助，对其他施工企业也具有一定的借鉴作用。希望对建筑装饰企业在市场营销力 的提升有一定的指导和借鉴意义。 关键词：建筑装饰；品牌；市场细分；优化； Abstract II Abstract In recent years, China's architectural decoration enterprises are faced with the dual pressures from the environment and the internal enterprises. As far as the comprehensive situation is concerned, the number of enterprises is too large, the supply exceeds demand, and the market competition is cruel. At the same time, most of China's architectural decoration enterprises have many historical problems, lagging reforms, inactive mechanisms, and rigid systems. Moreover, due to the imperfect corporate governance structure, inflexibility of constraints and incentives, and poor innovation capabilities, The loss of senior management talents is serious, management is extensive, and the phenomenon of high output value and low income of enterprises is widespread, and enterprises face unprecedented challenges. Can Beijing A Building Decoration Company effectively reduce the adverse impact of external environmental changes on the company itself, effectively implement marketing strategies in a changing market, and enhance the market competitiveness of enterprises, which will affect the future survival and development of the company. major. Beijing A Building Decoration Company needs to make certain strategic adjustments according to market changes and the characteristics of the company itself, to segment the market and focus on adjusting the company's marketing strategy, so as to strive for a favorable position in the building decoration market. This paper takes the analysis of the current development status of the building decoration industry as the starting point, based on the theory of enterprise strategy and marketing, and takes the strategy of Beijing A Construction Decoration Company to improve marketing ability as an example. Combined with the problems in the marketing of Beijing A Building Decoration Company, it focuses on the marketing strategy and optimization ideas of Beijing A Building Decoration Company, proposes the implementation method of targeted marketing, and studies and explores the countermeasures to strengthen marketing. To improve the company's competitiveness, it also has certain reference to other construction companies. I hope that the building decoration enterprises have certain guidance and reference significance in the promotion of marketing power. Key words: architectural decoration; brand; residential decoration; marketing; Abstract 3 目录 摘要 ................................................................................................................................................ I Abstract ............................................................................................................................................ II 1绪论 ............................................................................................................................................... 5 1.1本文的研究背景、意义 ..................................................................................................... 5 1.1.1研究背景 .................................................................................................................. 5 1.1.2研究意义 .................................................................................................................. 6 1.2国内外文献综述 ................................................................................................................. 6 1.2.1国内研究现状 .......................................................................................................... 6 1.2.2国外研究现状 .......................................................................................................... 8 1.3拟采取的研究方案 ............................................................................................................. 8 1.3.1研究的主要内容 ...................................................................................................... 8 1.3.2研究方法 .................................................................................................................. 9 1.3.3技术路线 ................................................................................................................ 10 2 理论基础 ..................................................................................................................................... 11 2.1市场营销战略分析方法 ................................................................................................... 11 2.1.1 PEST分析模型 .................................................................................................. 11 2.1.2 波特五力模型 ..................................................................................................... 12 2.1.3 SWOT分析模型 ................................................................................................ 14 2.2市场营销相关理论概述 ................................................................................................... 15 2.2.1 STP理论 ............................................................................................................. 15 2.2.2 4P理论 ............................................................................................................... 16 2.2.3 4C理论 ............................................................................................................... 16 3 北京A建筑装饰公司市场营销现状问题分析 ........................................................................ 18 3.1北京A建筑装饰公司概况 .............................................................................................. 18 3.2建筑装饰企业PEST分析 ............................................................................................... 19 3.2.1 P（政治） .......................................................................................................... 19 3.2.2 E（经济） .......................................................................................................... 19 3.2.3 S（社会与人口） ............................................................................................... 20 3.2.4 T（技术） .......................................................................................................... 21 3.3北京A建筑装饰公司微观环境分析 .............................................................................. 21 3.3.1现有企业之间的竞争 ............................................................................................ 21 3.3.2新进入者的威胁 .................................................................................................... 23 3.3.3供应商的议价能力 ................................................................................................ 23 3.3.4顾客的议价能力 .................................................................................................... 24 3.3.5替代品潜入能力