本文選題：PVC地材 + 阿姆斯壯��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：在當(dāng)今競(jìng)爭(zhēng)日益激烈的市場(chǎng),營(yíng)銷策略已經(jīng)成為一個(gè)重要的工具,和企業(yè)相匹配的營(yíng)銷策略,能夠迅速和有效的影響企業(yè)的產(chǎn)品進(jìn)入市場(chǎng),并在激烈的市場(chǎng)競(jìng)爭(zhēng)中求得生存和發(fā)展。經(jīng)濟(jì)的繁榮發(fā)展以及商業(yè)地產(chǎn)的開發(fā)、大型基礎(chǔ)設(shè)施的建設(shè)都給PVC地材行業(yè)的發(fā)展提供了很好的機(jī)會(huì)。阿姆斯壯公司一直是PVC行業(yè)的標(biāo)準(zhǔn)制定者以及生產(chǎn)研發(fā)銷售的領(lǐng)導(dǎo)者,伴隨著國(guó)內(nèi)建材業(yè)競(jìng)爭(zhēng)日趨激烈,怎樣保持領(lǐng)先擴(kuò)大這樣的優(yōu)勢(shì)是需要和值得我們謹(jǐn)慎研究和考量的。本文將在阿姆斯壯公司產(chǎn)品即將國(guó)產(chǎn)化的大背景下,針對(duì)新產(chǎn)品如何制定更科學(xué)有效的市場(chǎng)營(yíng)銷策略展開討論。首先,通過(guò)運(yùn)用波特五力分析模型對(duì)阿姆斯壯公司即將上市的新產(chǎn)品所面臨的競(jìng)爭(zhēng)狀況進(jìn)行分析,使我們看到PVC地材市場(chǎng)是典型的行業(yè)市場(chǎng),面臨著激烈的品類競(jìng)爭(zhēng),即PVC地材與其他地面材料的競(jìng)爭(zhēng),同時(shí)也面臨著更為激烈的品牌競(jìng)爭(zhēng)。其次,通過(guò)構(gòu)建阿姆斯壯PVC地材的SWOT戰(zhàn)略分析矩陣,通過(guò)對(duì)阿姆斯壯PVC地材的優(yōu)勢(shì)、劣勢(shì)以及面臨的機(jī)會(huì)和威脅進(jìn)行分析來(lái)選擇合適的營(yíng)銷策略。再次,對(duì)PVC地材產(chǎn)品進(jìn)行了市場(chǎng)細(xì)分以及購(gòu)買者行為的分析,通過(guò)4P理論為阿姆斯壯公司的市場(chǎng)經(jīng)營(yíng)及運(yùn)作提出建議,詳細(xì)制定了產(chǎn)品策略,價(jià)格策略,渠道策略以及促銷策略等營(yíng)銷策略體系。最后,提出了營(yíng)銷策略實(shí)施的保障措施來(lái)確保營(yíng)銷策略能夠順利執(zhí)行,并最終實(shí)現(xiàn)營(yíng)銷戰(zhàn)略目標(biāo)。希望通過(guò)對(duì)阿姆斯壯公司新產(chǎn)品的營(yíng)銷策略的研究,使企業(yè)決策者對(duì)整個(gè)新產(chǎn)品營(yíng)銷過(guò)程有一個(gè)系統(tǒng)、清晰的把握,這不僅對(duì)阿姆斯壯公司具有極其現(xiàn)實(shí)的操作意義和指導(dǎo)作用,更是所有外資企業(yè)在中國(guó)的市場(chǎng)營(yíng)銷策略中所面臨和應(yīng)該思考的問(wèn)題,希望本文能提供些許的參考和借鑒意義。
[Abstract]:In today's increasingly competitive market, marketing strategy has become an important tool, matching with the enterprise marketing strategy, can quickly and effectively affect the products of the enterprise into the market. And in the fierce market competition to survive and develop. The prosperous development of economy, the development of commercial real estate and the construction of large-scale infrastructure provide a good opportunity for the development of PVC land industry. Armstrong has been the standard setter of PVC industry and the leader of R & D sales. With the increasingly fierce competition in the domestic building materials industry, it is necessary and worthy of our careful study and consideration how to maintain the advantage of leading and expanding. This paper will discuss how to make more scientific and effective marketing strategies for new products under the background that Armstrong products will be made locally. First of all, through the analysis of the competitive situation of Armstrong Company's new products about to be listed by using Porter's five-force analysis model, we can see that the market of PVC ground material is a typical industry market, and it faces fierce category competition. That is, PVC ground materials and other ground materials competition, but also facing more fierce brand competition. Secondly, by constructing the SWOT strategic analysis matrix of Armstrong PVC floor material, and analyzing the strengths, weaknesses, opportunities and threats faced by Armstrong PVC floor material, we choose the appropriate marketing strategy. Thirdly, the paper analyzes the market segmentation and buyer's behavior of PVC ground timber products. Through 4P theory, it puts forward some suggestions for Armstrong company's market management and operation, and formulates the product strategy and price strategy in detail. Marketing strategy system such as channel strategy and promotion strategy. Finally, the guarantee measures of marketing strategy implementation are put forward to ensure the smooth implementation of marketing strategy and the ultimate realization of marketing strategy goal. It is hoped that through the study of the marketing strategy of Armstrong's new products, the enterprise decision makers will have a systematic and clear understanding of the whole new product marketing process. This not only has the extremely realistic operation significance and the instruction function to Armstrong Company, but also is the question that all the foreign capital enterprises face and should think about in the marketing strategy of China. I hope this article can provide some reference and reference significance.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.88

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本文編號(hào)：1832969