本文關鍵詞： 建筑裝飾 營銷策略 市場需求　出處：《廣東財經(jīng)大學》2017年碩士論文　論文類型：學位論文

【摘要】：建筑裝飾的歷史源遠流長,從本質上來說,其實就是一種美化建筑的行為,如今的建筑裝飾工程不僅是一種行為,更為本質的意義是一種工藝。建筑裝飾行業(yè)形成規(guī)模并且發(fā)展成為一個朝陽產(chǎn)業(yè)卻是現(xiàn)當代的事。我國建筑裝飾行業(yè)經(jīng)過近四十年的發(fā)展,已經(jīng)成為國民經(jīng)濟中重要支柱產(chǎn)業(yè)。但是,經(jīng)過一陣繁榮之后,逐漸步入了微利時代,在新時期產(chǎn)業(yè)結構的變革中,它的產(chǎn)品生產(chǎn)以及整套的施工環(huán)節(jié)沒能在這場革命中發(fā)生根本性的變化,施工現(xiàn)場依然是傳統(tǒng)的手工作業(yè)和落后的管理制度。如今,中國面臨著經(jīng)濟新常態(tài),經(jīng)濟總量雖然較以往增長,長期的貨幣增發(fā)政策,財政收入結構失衡,導致單位貨幣購買力大幅貶值,再加上人口紅利的消失,人力成本逐年上升,給整個建筑裝飾行業(yè)市場帶來了震動,競爭非常激烈。本文總結了其他學者在建筑裝飾行業(yè)市場營銷策略研究的觀點,很多的觀點推動了裝飾企業(yè)的發(fā)展,并以TME建筑裝飾公司為背景,從經(jīng)濟學的角度和行業(yè)發(fā)展的規(guī)律介紹了裝飾行業(yè)發(fā)展和營銷現(xiàn)狀。運用PEST分析法,探討了建筑裝飾行業(yè)的宏觀環(huán)境,預測未來市場需求空間廣闊;然后運用五力模型分析法,對TME建筑裝飾公司的競爭威脅進行了全面的分析。找出公司在營銷過程中存在諸多不科學的方法。結合公司的自身資源能力提出了對客戶進行細分,選擇目標市場和精準市場定位的解決方案。并且根據(jù)客戶細分、目標市場和市場定位的解決方案制定出了公司的營銷策略,其中包括:產(chǎn)品開發(fā)和定價策略、促銷和渠道策略、現(xiàn)代化信息平臺和市場需求監(jiān)控策略、成本和質量控制策略、員工激勵機制等符合自身的營銷策略。本文在創(chuàng)作的過程中,進行市場細分時還結合了消費者行為理論、市場營銷理論,最終成功地探索出了一套符合TME建筑裝飾公司的市場營銷策略。本文雖不能做到驚世駭俗,但是足以給建筑裝飾行業(yè)帶來了新的視覺沖擊,希望論文對TME公司市場營銷策略的研究帶動公司發(fā)展的同時能給同行企業(yè)經(jīng)營者提供參考和借鑒。
[Abstract]:The history of architectural decoration has a long history. In essence, it is actually an act of beautifying architecture. Today's architectural decoration project is not only an act. The more essential meaning is a crafts.Architectural decoration industry has formed a scale and developed into a sunrise industry, but it is now and contemporary. After nearly forty years of development, China's architectural decoration industry has developed. Has become an important pillar industry in the national economy. However, after a period of prosperity, it has gradually stepped into the era of small profits, and in the new period of industrial structure reform, The production of its products and the whole set of construction links have failed to undergo fundamental changes in this revolution, and the construction site is still a traditional manual operation and backward management system. Today, China is facing a new normal economy. Although the gross economic volume has increased compared with the past, the long-term policy of issuing more money and the imbalance in the fiscal revenue structure have led to a sharp depreciation of the purchasing power of the unit currency, coupled with the disappearance of the demographic dividend, and the increase in human costs year by year. This paper summarizes the views of other scholars in the research of marketing strategy in architectural decoration industry, many of which promote the development of decoration enterprises. Based on the background of TME architectural decoration company, this paper introduces the development and marketing status of decoration industry from the angle of economics and the law of industry development. Using PEST analysis method, the macro environment of architectural decoration industry is discussed. Forecast the future market demand space is broad; then use the five-force model analysis, This paper makes a comprehensive analysis on the competitive threat of TME architectural decoration company, finds out that there are many unscientific methods in the marketing process of the company, and puts forward a subdivision of the customers according to the company's own resource ability. Select target market and precision market positioning solutions. And according to customer segmentation, target market and market positioning solutions to develop the company's marketing strategy, including: product development and pricing strategy, promotion and channel strategy, Modern information platform and market demand monitoring strategy, cost and quality control strategy, employee incentive mechanism and so on accord with their own marketing strategy. Finally, the marketing theory has successfully explored a set of marketing strategies in line with TME Architectural Decoration Company. Although this article can not achieve the shocking, but enough to bring a new visual impact to the architectural decoration industry. It is hoped that the research on the marketing strategy of TME Company will promote the development of the company and at the same time provide reference and reference for the managers of the same company.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.92

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