本文選題：建材市場 + 營銷策略��； 參考：《廣西師范大學》2013年碩士論文

【摘要】：本文選取中國建材行業(yè)中具有代表性的BX建材作為研究對象,首先分析了我國建材行業(yè)的當前現(xiàn)狀。之后,在市場調查的基礎上,本文先后綜合使用了管理學中的經(jīng)典分析方法：PEST分析方法,波特五力競爭模型分析法,SWOT分析方法,4P營銷理論,對BX建材進行了系統(tǒng)的分析。 本文對BX建材公司的營銷環(huán)境進行了分析,首先,采用PEST分析方法對其外部宏觀環(huán)境進行了分析,接下來,對紙面石膏板行業(yè)的競爭力進行了分析,最后,采用波特五力競爭模型對BX建材公司的競爭力進行了分析。研究表明：目前,我國整個石膏板市場處于擴張期,產(chǎn)能過剩,產(chǎn)能利用率較低。我國人均石膏板用量遠遠低于西方發(fā)達國家水平,發(fā)展差距決定了中國石膏板行業(yè)容量具備廣闊的提升空間。 本文還采用SWOT分析方法具體分析了BX建材的競爭優(yōu)勢,競爭劣勢,機會,威脅。采用4P營銷組合策略分析分別從產(chǎn)品,價格,營銷渠道,促銷四個方而對BX建材的營銷策略進行了分析。研究表明：BX建材的競爭優(yōu)勢主要體現(xiàn)在其全國產(chǎn)業(yè)布局,自主研發(fā)能力優(yōu)勢,稅收優(yōu)惠和央企的獨特性質。BX建材的競爭劣勢主要體現(xiàn)在“龍牌”定位綠色高端,市場價格較高,假偽產(chǎn)品屢禁不止,市場上充斥著大量假冒偽造的龍牌石膏板。BX建材的機會主要在于紙面石膏板市場容量巨大,生產(chǎn)企業(yè)發(fā)展機會較多；建筑防火材料要求的提高促進了紙面石膏板使用的增長；國家政策對新型墻體材料的支持為企業(yè)的發(fā)展帶來了機會：經(jīng)濟發(fā)展水平的不斷提高增加了對高檔石膏板的需求。BX建材的威脅主要在于行業(yè)內(nèi)企業(yè)之間競爭日趨激烈；替代產(chǎn)品競爭越來越激烈；消費者選擇空間的增大使企業(yè)必須以客戶為中心；紙面石膏板自身的缺陷使其在市場競爭中受到威脅。而“龍牌”的品牌認知度較高,但BX建材對其商標保護不足。此外,公司高檔產(chǎn)品的定價過高,對家裝市場兼顧不足,所以,需要加強普通消費者品牌的建設。
[Abstract]:In this paper, the representative BX building materials in Chinese building materials industry is selected as the research object. Firstly, the current situation of the building materials industry in China is analyzed. After that, on the basis of market research, this paper has used the classical analysis method of management science, the analysis method of "1% pest", and the method of SWOT analysis method of SWOT competition model to analyze the BX building materials systematically. This article has carried on the analysis to the BX building materials company's marketing environment, first, has carried on the analysis to its external macroscopic environment by using the PEST analysis method, then, has carried on the analysis to the paper plasterboard industry's competition ability, finally, has carried on the analysis to the paper plasterboard industry's competition ability, finally, This paper analyzes the competitiveness of BX Building Materials Company by using Porter's five-force competitive model. The results show that: at present, the whole gypsum board market in our country is in the expansion period, with overcapacity and low capacity utilization ratio. The per capita consumption of gypsum board in China is far lower than that in western developed countries. This paper also analyzes the competitive advantage, competitive disadvantage, opportunity and threat of BX building materials by using SWOT analysis method. The marketing strategy of BX building materials is analyzed from four aspects: product, price, marketing channel and promotion by using 4P marketing combination strategy. The research shows that the competitive advantage of BX building materials is mainly reflected in the national industrial layout, the advantages of independent R & D capability, the preferential taxation and the unique nature of the central enterprises. The competitive disadvantage of BX building materials is mainly reflected in the position of "Dragon Brand" at the green and high-end level and the high market price. Fake and fake products repeatedly prohibited, the market is flooded with a large number of counterfeit bogus plasterboard. BX building materials opportunities mainly lie in the paper plasterboard market capacity is huge, production enterprises have more opportunities to develop; The improvement of the requirement of building fire proof material promotes the increase of the use of paper plasterboard. The support of the national policy to the new wall material brings the opportunity for the development of the enterprise: the constant improvement of the economic development level increases the demand for the high-grade gypsum board. The threat of building materials mainly lies in the increasingly fierce competition among the enterprises in the industry; The competition of alternative products is becoming more and more intense; the increase of consumer choice space makes enterprises must be customer-centered; the defects of paper plasterboard itself make it be threatened in the market competition. The brand recognition of "long brand" is high, but BX building materials to its trademark protection is insufficient. In addition, the high-grade products of the company pricing too high, not enough to the home decoration market, so we need to strengthen the construction of consumer brands.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.92

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