本文選題：新田公司 + 市場(chǎng)營(yíng)銷策略�。� 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：集櫥柜與櫥柜功能五金為一體的整體廚房概念在發(fā)達(dá)國(guó)家早已普及,而被中國(guó)消費(fèi)者接受的時(shí)間并不長(zhǎng)。隨著人們的生活方式不斷轉(zhuǎn)變,對(duì)廚房的人性化和功能性提出了更高的要求,集人性化、功能性為一體的櫥柜功能性五金應(yīng)勢(shì)而生,櫥柜功能五金作為櫥柜的基本配套產(chǎn)品,占整個(gè)廚房設(shè)施成本的20%左右,分析研究櫥柜的市場(chǎng)情況對(duì)櫥柜功能五金的研究具有直接的指導(dǎo)意義。櫥柜功能五金行業(yè)具有門(mén)檻低、利潤(rùn)高等突出特點(diǎn),它的發(fā)展速度和市場(chǎng)空間讓諸多行業(yè)自嘆不如,吸引了越來(lái)越多的企業(yè)和投資者加入到了這個(gè)行業(yè)中來(lái)。中山市新田五金有限公司(以下簡(jiǎn)稱新田公司)作為最早一批專業(yè)從事櫥柜功能五金生產(chǎn)的制造型企業(yè),面對(duì)當(dāng)前的形勢(shì),該采取什么樣的營(yíng)銷策略,將是永葆企業(yè)長(zhǎng)青的關(guān)鍵所在。 本文以中國(guó)當(dāng)前的整體櫥柜和櫥柜功能五金市場(chǎng)的現(xiàn)狀為背景,采用市場(chǎng)營(yíng)銷學(xué)理論和企業(yè)的營(yíng)銷實(shí)踐相結(jié)合的方法,運(yùn)用PEST分析法分析了新田公司的宏觀環(huán)境,運(yùn)用波特五力模型分析了新田公司的行業(yè)環(huán)境,并對(duì)新田公司企業(yè)內(nèi)部微觀環(huán)境進(jìn)行了分析,在此基礎(chǔ)上進(jìn)行了SWOT分析,研究了新田公司的STP營(yíng)銷,制定了新田公司的市場(chǎng)營(yíng)銷策略,針對(duì)這一營(yíng)銷策略,文章最后提出了若干實(shí)施和保障措施。文章總結(jié)得出,新田公司的發(fā)展既有挑戰(zhàn)也有機(jī)遇,繼續(xù)保持高速健康增長(zhǎng)的關(guān)鍵在于確定中高端的市場(chǎng)定位,堅(jiān)持走品牌化發(fā)展路線的市場(chǎng)營(yíng)銷策略,搞好產(chǎn)品研發(fā),利用滲透定價(jià)法的價(jià)格策略搶占市場(chǎng),積極拓寬銷售渠道,對(duì)營(yíng)銷組織進(jìn)行再造設(shè)計(jì),強(qiáng)化水槽和拉籃一體化的營(yíng)銷模式,集中精力推廣“德美”品牌,做好免費(fèi)上樣、產(chǎn)品促銷和展會(huì)推廣等營(yíng)業(yè)推廣活動(dòng),做好廣告促銷,大力提升品牌知名度；加強(qiáng)終端形象建設(shè),提升品牌形象；做好人力資源的培訓(xùn)與管理,提高團(tuán)隊(duì)的執(zhí)行力,健全營(yíng)銷信息化管理系統(tǒng),完善售后服務(wù)體系的建設(shè),提高員工的服務(wù)意識(shí)。
[Abstract]:The whole kitchen concept of cabinet and cabinet function hardware has long been popularized in developed countries, but has not been accepted by Chinese consumers for a long time.With the constant change of people's way of life, higher demands have been put forward on the humanization and functionality of the kitchen. The cabinet functional hardware, which integrates humanization and functionality, should come into being, and the cabinets function hardware is the basic accessory product of the cabinets.Accounting for about 20% of the cost of kitchen facilities, it is of direct significance to analyze the market situation of cabinets for the study of cabinet function hardware.Cabinet function hardware industry has low threshold, high profit and other outstanding characteristics, its development speed and market space let many industries lament, attracting more and more enterprises and investors to join this industry.Zhongshan Xintian hardware Co., Ltd. (hereinafter referred to as Xintian Company), as the first batch of manufacturing enterprises specializing in cabinet functional hardware production, what marketing strategy should be adopted in the face of the current situation,It will be the key to everlasting business.Based on the current situation of the whole cabinet and the function hardware market in China, this paper analyzes the macro environment of Xintian Company by using the method of combining the marketing theory with the marketing practice of the enterprise and using the PEST analysis method.This paper analyzes the industry environment of Xintian Company by using Porter's five-force model, and analyzes the internal micro-environment of Xintian Company. On the basis of this, the author makes SWOT analysis, and studies the STP marketing of Xintian Company.This paper formulates the marketing strategy of Xintian Company, aiming at this marketing strategy, the article puts forward some implementation and safeguard measures.The paper concludes that the development of Xintian Company has both challenges and opportunities. The key to maintain high speed and healthy growth is to determine the market positioning of the middle and high end, adhere to the marketing strategy of brand development, and do a good job in product research and development.Use the price strategy of permeation pricing method to seize the market, actively broaden the sales channels, redesign the marketing organization, strengthen the integrated marketing model of sink and basket, concentrate on promoting the "Germany and America" brand, and do a good job of free sample.Product promotion and exhibition promotion and other business promotion activities, advertising promotion, vigorously enhance brand awareness; strengthen the terminal image construction, enhance brand image; do a good job of human resources training and management, improve the implementation of the team,Improve marketing information management system, improve the construction of after-sales service system, improve staff awareness of service.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8

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