本文關(guān)鍵詞：大洋門窗廊坊專賣店營銷策略研究　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：鋁合金門窗技術(shù)從20世紀(jì)70年代引進我國經(jīng)過30年的發(fā)展,進入21世紀(jì)以后鋁合金門窗市場占有率已取得市場領(lǐng)導(dǎo)地位。改革開放30多年來國民經(jīng)濟快速發(fā)展,人民生活水平顯著提高,越來越重視和追求有品質(zhì)的生活,房地產(chǎn)業(yè)順應(yīng)改革潮流和人民需求快速發(fā)展,房地產(chǎn)業(yè)發(fā)展帶動其下游的家居建材行業(yè)的快速發(fā)展,門窗行業(yè)是受益者之一。當(dāng)前全國各地家居建材賣場不斷涌現(xiàn),行業(yè)內(nèi)競爭異常激烈,這種激烈競爭同樣體現(xiàn)在門窗行業(yè)的銷售終端-專賣店。筆者參與經(jīng)營的大洋門窗廊坊專賣店位于河北省廊坊市麗都鑫潮家居生活廣場,于2016年6月開業(yè)幾個月下來銷售額低下,一直虧損。為求店面效益提高和更好的發(fā)展,筆者運用了多種分析工具,從外部、內(nèi)部環(huán)境分析入手,對該店面的營銷策略展開研究。論文在研究過程中運用調(diào)查法、定量分析法和總結(jié)歸納法。筆者首先闡述了國內(nèi)外營銷策略研究的相關(guān)理論和概念。隨后運用PEST分析法對專賣店所處的宏觀環(huán)境進行分析,分析對其發(fā)展的有利和不利因素。運用五力模型分析法對廊坊市門窗市場競爭環(huán)境進行調(diào)查和分析。運用調(diào)查問卷法和SWOT分析法剖析專賣店內(nèi)部的優(yōu)勢和劣勢、機會和威脅。在內(nèi)外環(huán)境分析基礎(chǔ)上找到店面存在的問題及原因后,運用STP理論并結(jié)合消費者購買能力分析對專賣店鋁合金門窗產(chǎn)品進行細(xì)分市場、選擇目標(biāo)市場、定位目標(biāo)客戶及定位產(chǎn)品,接著運用4P理論從渠道、促銷方面制定專賣店營銷策略,同時加強店面運營管理和提升服務(wù)管理,為制定市場營銷策略的順利實施提供保障。論文的研究工作對專賣店經(jīng)營有著較強的指導(dǎo)意義,如何定位專賣店目標(biāo)市場以及制定適合的營銷策略對于該店今后的發(fā)展有著十分重要的意義,這也是本論文研究選題的意義所在。論文研究表明,門窗行業(yè)發(fā)展前景廣闊,但競爭激烈且市場不規(guī)范。通過本論文的研究,為專賣店的經(jīng)營梳理清思路,建立起適用的營銷策略。也嘗試把現(xiàn)代企業(yè)管理和現(xiàn)代市場營銷策略知識、把科學(xué)管理理念和思維引入專賣店,科學(xué)管理店面。若能對門窗專賣店同行有一點點借鑒和啟發(fā)該論文就更有意義。
[Abstract]:Aluminum alloy door and window technology was introduced into China in 1970s after 30 years of development. Since 21th century, the market share of aluminum alloy doors and windows has gained market leadership. Over the past 30 years of reform and opening up, the national economy has developed rapidly, and the standard of living of the people has improved significantly. More and more attention and pursuit of quality of life, the real estate industry in line with the trend of reform and rapid development of people's needs, the development of real estate industry led to the rapid development of its downstream household building materials industry. The door and window industry is one of the beneficiaries. At present, the domestic building materials stores all over the country continue to emerge, the competition in the industry is extremely fierce. This fierce competition is also reflected in the door and window industry sales terminal-exclusive store. The author participated in the operation of the Ocean doors and windows Langfang exclusive store located in Langfang City Hebei Province Lidu Xinchao home life square. In June 2016, after opening for several months, the sales volume was low and had been losing money. In order to improve the efficiency and better development of the store, the author used a variety of analysis tools, starting from the external and internal environment analysis. This paper studies the marketing strategy of the store. Quantitative analysis method and summary induction method. The author first describes the domestic and foreign marketing strategy research related theories and concepts. Then use PEST analysis method to analyze the macro environment of specialty stores. This paper analyzes the favorable and unfavorable factors for its development, investigates and analyzes the competitive environment of Langfang doors and windows market by using the five-force model analysis method, and analyzes the advantages and disadvantages of the monopoly stores by using the questionnaire method and the SWOT analysis method. Disadvantages. Opportunities and threats. On the basis of the analysis of the internal and external environment to find the problems and causes of the store, using the STP theory and combined with the analysis of consumer purchasing ability to segment the market of aluminum alloy door and window products. Select the target market, target customers and positioning products, and then use 4P theory from the channel, sales promotion to formulate store marketing strategy, while strengthening store operation management and enhance service management. In order to ensure the smooth implementation of marketing strategy, the research work of this paper has a strong guiding significance for the management of specialty stores. How to locate the target market and make appropriate marketing strategy is very important for the future development of the store, which is also the significance of this paper. The industry of doors and windows has a bright future, but the competition is fierce and the market is not standardized. Through the research of this paper, we can sort out the ideas for the management of specialty stores. It also tries to introduce modern enterprise management and modern marketing strategy knowledge, scientific management ideas and thinking into specialty stores. Scientific management of stores. If we can learn a little from and enlighten this paper, it will be more meaningful.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F721

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