本文關(guān)鍵詞： 市場營銷戰(zhàn)略 差異化 建筑裝飾行業(yè)　出處：《西南交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,在國家政策的支持下,建筑裝飾材料企業(yè)實(shí)現(xiàn)了較為快速的發(fā)展。比利時(shí)E公司進(jìn)入中國市場將近20年,在多年的發(fā)展中取得了不錯的發(fā)展業(yè)績,在建筑裝飾材料行業(yè)中處于同類產(chǎn)品行業(yè)領(lǐng)先者地位,在市場競爭中具有雄厚的競爭力,目前業(yè)務(wù)模式和公司運(yùn)行也相對比較成熟,為了實(shí)現(xiàn)長久的發(fā)展和增強(qiáng)公司競爭力,迫切需要進(jìn)行戰(zhàn)略規(guī)劃。 本文首先介紹了相關(guān)的企業(yè)戰(zhàn)略管理理論和戰(zhàn)略分析工具,結(jié)合實(shí)際情況,進(jìn)一步從政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境、技術(shù)環(huán)境等方面分析了企業(yè)所面臨的宏觀環(huán)境；運(yùn)用五力模型分析了企業(yè)所處的行業(yè)環(huán)境；從組織架構(gòu)、人力資源、資質(zhì)能力、技術(shù)資源等方面分析了企業(yè)的內(nèi)部環(huán)境。在內(nèi)外部環(huán)境分析的基礎(chǔ)上,運(yùn)用SWOT分析的框架,遵循相關(guān)原則,確立了比利時(shí)E公司的市場營銷戰(zhàn)略,并從產(chǎn)品(Product)、價(jià)格(Price)、渠道(Place)及促銷(Promotion)四個(gè)方面給出了公司具體的市場營銷策略。本文最后提出了戰(zhàn)略實(shí)施的相關(guān)管理建議。 本文的研究成果對于建筑裝飾企業(yè)的市場營銷戰(zhàn)略研究具有一定的理論意義,對于比利時(shí)E公司的戰(zhàn)略規(guī)劃和實(shí)施有實(shí)用價(jià)值,也希望本文的研究思路和方法對于其他行業(yè)市場營銷戰(zhàn)略的設(shè)計(jì)能夠起到參考作用。
[Abstract]:In recent years, with the support of national policies, the construction and decoration materials enterprises have achieved relatively rapid development. Belgium E Company has entered the Chinese market for nearly 20 years, and has made good achievements in the development of many years. In the industry of architectural decoration materials, it is the leader of the similar products industry, and has strong competitiveness in the market competition. At present, the business model and the company operation are relatively mature, in order to achieve long-term development and enhance the competitiveness of the company, Strategic planning is urgently needed. This paper first introduces the theory of enterprise strategic management and strategic analysis tools, combined with the actual situation, further from the political environment, economic environment, social environment, technological environment and other aspects of the macro environment faced by enterprises; This paper analyzes the industry environment of the enterprise by using the five-force model, analyzes the internal environment of the enterprise from the aspects of organizational structure, human resources, qualification ability, technical resources, etc. On the basis of the analysis of internal and external environment, it applies the framework of SWOT analysis. Following the relevant principles, the marketing strategy of Belgium E Company is established, and the specific marketing strategies of the company are given from four aspects: product, price, channel place and promotion promotion. Finally, the paper puts forward the relevant management suggestions for the implementation of the strategy. The research results of this paper have certain theoretical significance for the marketing strategy research of architectural decoration enterprises, and practical value for the strategic planning and implementation of Belgian E Company. I also hope that the research ideas and methods for other industries marketing strategy design can play a reference role.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.91

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