本文選題：家紡市場 + 市場競爭�。� 參考：《天津工業(yè)大學》2016年碩士論文

【摘要】：改革開放以來,我國經(jīng)濟穩(wěn)步發(fā)展。家紡行業(yè)伴隨著人民生活水平的提高,城市化進程的穩(wěn)步推進及房地產(chǎn)產(chǎn)業(yè)的大行其道,在近十多年來得到了迅速發(fā)展。在國內經(jīng)濟與世界經(jīng)濟不斷碰撞融合的今天,家紡產(chǎn)品越來越規(guī)范化、市場化、國際化,需求量也不斷增大,它們的發(fā)展在提供高品質生活的同時,也為行業(yè)發(fā)展,國內生活水平的提高及經(jīng)濟的穩(wěn)步發(fā)展提供著支持。而對于家紡產(chǎn)品,好的產(chǎn)品從開發(fā)定位、面市到運營管理都需時刻關注市場動態(tài),充分運用營銷理論加以分析指導,制定完善的營銷策略,進而才能更好地達成經(jīng)營預期。隨著家紡市場競爭越來越激烈,市場營銷觀念也不斷被人們所熟知、接受和吸收,并靈活運用,同時也在不斷發(fā)展。論文包括緒論共分為5章,并在文章結尾總結得出結論。作者首先提出本文研究背景及意義,交代本文研究整體思路和主要內容,通過參考大量文獻資料,圍繞市場營銷理論和方法,營銷戰(zhàn)略管理、市場營銷理論狀況等,總結出國內及國外研究成果和發(fā)展趨勢；其次,作者重點分析了家紡布藝面料市場情況,針對A公司主要市場發(fā)展現(xiàn)狀和前景,通過進行市場調查,研究宏觀和區(qū)域市場狀況及主要行業(yè)客戶需求把控,分析A公司產(chǎn)品的競爭態(tài)勢、市場地位及現(xiàn)狀,同時通過利用多種分析方法,對A公司主要產(chǎn)品的市場競爭狀況進行細致的剖析,為營銷策略的制定提供了理論依據(jù)；作者在重點對市場、企業(yè)主要產(chǎn)品、價格、渠道、促銷策略的研究基礎上,為A公司制定有效的市場營銷策略,進而盡快更好地完成企業(yè)銷售計劃,鞏固并提升A家紡公司在家紡市場的優(yōu)勢地位。論文將提出的營銷管理策略應用到了具體企業(yè)中,為其他同類型企業(yè)的營銷策略研究提供借鑒。
[Abstract]:Since reform and opening up, our country economy develops steadily. With the improvement of people's living standard, the steady progress of urbanization and the development of real estate industry, home textile industry has developed rapidly in the past ten years. Today, when the domestic economy and the world economy continue to collide and merge, home textile products are becoming more and more standardized, market-oriented, internationalized, and the demand for them is also increasing. Their development provides a high quality of life and at the same time develops for the industry. The improvement of domestic living standard and steady development of economy provide support. For home textile products, good products need to pay close attention to market dynamics from development orientation, market to operation management, make full use of marketing theory to analyze and guide, formulate perfect marketing strategy, and then can better achieve business expectations. With the competition of home textile market becoming more and more fierce, the concept of marketing has been known, accepted and absorbed by people, and used flexibly, at the same time, it is developing constantly. The thesis consists of five chapters, and concludes at the end of the article. First of all, the author puts forward the background and significance of this study, explains the overall ideas and main contents of this study, and by referring to a large number of literature, focuses on the marketing theory and methods, marketing strategy management, marketing theory, etc. Secondly, the author analyzes the situation of textile fabric market, aiming at the present situation and prospect of A company's main market, through the market research, To study the macro and regional market situation and customer demand control in major industries, to analyze the competitive situation, market position and current situation of company A products, and at the same time, to use a variety of analytical methods, A detailed analysis of the market competition situation of the main products of Company A provides a theoretical basis for the formulation of marketing strategies, and the author focuses on the market, the main products of the enterprise, the price, the channel, and the promotion strategy. Make effective marketing strategy for company A, and complete the sales plan as soon as possible, consolidate and enhance the dominant position of A home textile company in the home textile market. The paper applies the proposed marketing management strategy to specific enterprises and provides reference for the study of marketing strategies of other enterprises of the same type.
【學位授予單位】：天津工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F426.81

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