重庆理工大学
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日期：2021年12月13日
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日期：2021年12月13日
日期：2021年12月15日

摘
要
摘 要
互联网现今已成为加速改变企业进程的重要因素，由于互联网的飞速发展导致信
息的透明化，越来越多的行业竞争者加入，家居建材行业暴利的时代已然不再了。利
用互联网工具对企业进行营销管理进行优化是当下商业发展的主流。而家居建材产品
由于其特殊性，互联网化的发展滞后于其它标准产品。对于家居建材业来说，做好互
联网营销，是企业打破时间和空间限制的重要手段，对企业的发展起着十分重要的意
义。
本文阐述了研究背景和意义，梳理总结了国内外研究互联网营销和家居建材领域
的相关文献，并对网络营销理论、7PS（The Marketing Theory of 7Ps）、STP理论进
行阐述和归纳总结。系统分析研究 H公司互联网营销现状，采用调查问卷方式总结
和归纳现有问题，指出其问题主要包括品牌定位模糊，互联网平台功能有待完善，互
联网营销策略较为单一。在问题分析的基础上，本文从三个方面进行了策略优化，一
是基于 STP理论明确公司的定位；二是建立基础 CRM系统数据进行市场管理，通过
建立家居建材企业级的数据营销模型，拓展业务外延，增强客户粘性；三是基于 7Ps
策略，系统分析研究了产品质量、销售价格、销售渠道、促销方式等营销策略。本文
从家居建材行业的互联网营销切入，以提升 H公司的互联网营销效果，也为其他家
居建材企业完善互联网营销策略提供一定的参考与借鉴。
通过研究指出我国的家居建材企业在激烈竞争的大环境下，需要努力寻求突破与
发展；面对互联网营销所需要的资源、能力和对企业管理带来的新挑战，企业要积极
从不同的营销角度做好应对措施；互联网营销不仅仅只是营销策略，更是基于互联网
营销这一突破口带来的企业竞争力的重新建立。
关键词：互联网；家居建材；营销策略
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Abstract
Abstract
Nowadays, the Internet has become an important factor to accelerate the process of
changing enterprises. Due to the rapid development of the Internet, more and more
industry competitors have joined, and the era of profiteering in the home building materials
industry is no longer. Using Internet tools to optimize enterprise marketing management is
the mainstream of current business development. Due to the particularity of home building
materials products, the development of Internet lags behind other standard products. For
the home building materials industry, Internet marketing is an important means for
enterprises to break the time and space constraints, which is of great significance to the
development of enterprises.
This paper summarizes the research background, significance, relevant cutting-edge
literature on Internet marketing and home building materials marketing at home and abroad,
and arranges 7PS（The Marketing Theory of 7Ps）and other theories. Based on the analysis
of the development status of H company's Internet marketing, this paper analyzes and
summarizes the problems existing in the company's Internet marketing based on the
questionnaire survey, and points out that the problems mainly include fuzzy brand
positioning, the function of the Internet platform needs to be improved, and the Internet
marketing strategy is relatively single. On the basis of problem analysis, this paper
optimizes the strategy from three aspects: first, clarify the company's positioning based on
STP theory; Second, establish basic CRM system data for market management, expand
business extension and enhance customer stickiness by establishing enterprise level data
marketing model of home building materials; Thirdly, based on the 7PS strategy, the
marketing strategies such as product quality, sales price, sales channel and promotion mode
are systematically analyzed and studied. This paper starts from the Internet marketing of
home building materials industry, in order to improve the Internet marketing effect of H
company, and also provide some reference for other home building materials enterprises to
improve their internet marketing strategies.
Through the research, this paper points out that under the environment of fierce
competition, domestic building materials enterprises in China need to strive for
breakthrough and development; Internet marketing is not only a marketing strategy, but
also based on the re-establishment of the competitiveness of the enterprise brought by the
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