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MBA毕业论文_SC建筑装饰工程有限公司营销策略研究PDF

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I 摘要 近年来,随着房地产市场快速的发展,房屋数量急剧增加,建筑装饰行业迎 来了巨大的发展空间。住宅装饰不仅衡量着人们物质生活水平的高低,更是人们 生活品质的重要标志。伴随着国民人均收入的逐步提高,人们对住宅环境有了更 高的要求,这将大幅度提高新增住宅装饰装修和市场上二手房的再装修产值,同 时也在促使建筑行业装饰平均造价的提升。 建筑装饰行业进入门槛低,市场竞争较为激烈,而随着大多数装饰装修公司 的不断成立,又有不少公司面临被市场所淘汰的处境,这种快速发展和迅速没落 共存已经成为一种行业现状。CSC装饰公司这类中小型家装企业在这样的市场环 境中发展生存,营销策略是其关键,企业应树立起以消费者为中心的经营理念, 明确目标市场,同时根据市场的不断变化对其产品、定价、渠道以及促销策略进 行灵活调整,加强企业内部管理,以获得持久的竞争优势。 本文在梳理市场营销理论的基础上,明确了相关理论的定义与内涵,为CSC 装饰公司营销策略的优化奠定了理论基础。运用SWOT、PEST和五力模型分析工 具对CSC装饰公司的内外部环境及营销现状进行分析,发现企业目前经营过程中 所存在的问题。通过消费者问卷调查结果明确其消费偏好,确定目标市场,结合 企业近年来的经营数据对其营销策略进行优化改进,并对企业目前内部营销组织 架构和管理措施进行了调整和完善。 关键词:家装,营销策略,质量,服务 ABSTRACT II ABSTRACT In recent years, with the rapid development of the real estate market and the sharp increase of the number of houses, the industry of construction and decoration ushered in a huge development space. Residential decoration is not only a measure of the level of people's material living standards, but also an important sign of people's quality of life. With the gradual increase of national average income, people have higher requirements for the residential environment, which will greatly increase the output value of new residential decoration and second-hand housing redecoration in the market, and also promote the average cost of decoration in the construction industry. The entry threshold of building decoration industry is low, and the market competition is more fierce. With the continuous establishment of most decoration companies, many companies are faced with the situation of being eliminated by the market. The coexistence of rapid development and decline has become an industry common status. The marketing strategy is the key to the development and survival of small and medium-sized home decoration enterprises such as CSC decoration company in such a market environment. Enterprises should establish a consumer centered business philosophy, define the target market, and flexibly adjust their products, pricing, channels and promotion strategies according to the continuous changes of the market, so as to strengthen the internal management of enterprises to obtain a long lasting competitive advantage. On the basis of combing the marketing theory, this paper makes clear the definition and connotation of the relevant theory, which lays a theoretical foundation for the optimization of the marketing strategy of CSC decoration company. Using SWOT, pest and five forces model analysis tools to analyze the internal and external environment and marketing status of CSC decoration company, and find the existing problems in the current business process. Through the results of consumer questionnaire survey, the consumer preference and target market are determined. The marketing strategy is optimized and improved based on the business data in recent years, and the current internal marketing organization structure and management measures are adjusted and improved. Keywords: Home Decoration, Marketing Strategy, Quality, Service 目录 III 目录 第一章 绪论 ..................................................................................................................1 1.1研究背景与意义 ..............................................................................................1 1.1.1研究的背景 .............................................................................................. 1 1.1.2研究的意义 .............................................................................................. 2 1.2研究内容与方法 ..............................................................................................2 1.2.1研究的内容 .............................................................................................. 2 1.2.2研究的方法 .............................................................................................. 3 第二章 相关的理论综述 ..............................................................................................4 2.1 STP理论 ..........................................................................................................4 2.1.1市场细分 .................................................................................................. 4 2.1.2目标市场 .................................................................................................. 4 2.1.3市场定位 .................................................................................................. 5 2.2 4P理论 ............................................................................................................5 2.3相关研究理论工具 ..........................................................................................6 2.3.1 PEST分析法 ............................................................................................ 6 2.3.2 环境威胁的五力模型 ............................................................................. 7 2.3.3 SWOT矩阵分析 ...................................................................................... 7 第三章CSC建筑装饰工程有限公司营销环境分析 ..................................................9 3.1 CSC建筑装饰工程有限公司概况 .................................................................9 3.2宏观环境分析 ................................................................................................10 3.2.1政治环境 ................................................................................................ 10 3.2.2经济环境 ................................................................................................ 10 3.2.3社会环境 ................................................................................................ 11 3.2.4技术环境 ................................................................................................ 11 3.3行业环境分析 ................................................................................................12 3.3.1竞争者带来的威胁 ................................................................................ 12 3.3.2新进入者带来的威胁 ............................................................................ 13 3.3.3替代品带来的威胁 ................................................................................ 13 3.3.4供应商的议价能力 ................................................................................ 14 3.3.5顾客的议价能力 .................................................................................... 14 目录 IV 3.4消费者行为分析 ............................................................................................15 第四章 CSC建筑装饰工程有限公司营销现状与分析 ...........................................21 4.1 CSC建筑装饰工程有限公司营销现状 .......................................................21 4.1.1目标市场定位现状 ................................................................................ 21 4.1.2产品现状 ................................................................................................ 21 4.1.3定价与促销现状 .................................................................................... 23 4.1.4渠道开发现状 ........................................................................................ 25 4.2 CSC建筑装饰工程有限公司营销问题分析 ...............................................25 4.2.1目标市场定位模糊 ................................................................................ 25 4.2.2 定价机制僵化 ....................................................................................... 26 4.2.3 人员服务与激励匮乏 ..........................