本文關(guān)鍵詞： 建筑裝飾 營(yíng)銷(xiāo)策略 市場(chǎng)需求　出處：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：建筑裝飾的歷史源遠(yuǎn)流長(zhǎng),從本質(zhì)上來(lái)說(shuō),其實(shí)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(zhì)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(gè)朝陽(yáng)產(chǎn)業(yè)卻是現(xiàn)當(dāng)代的事。我國(guó)建筑裝飾行業(yè)經(jīng)過(guò)近四十年的發(fā)展,已經(jīng)成為國(guó)民經(jīng)濟(jì)中重要支柱產(chǎn)業(yè)。但是,經(jīng)過(guò)一陣繁榮之后,逐漸步入了微利時(shí)代,在新時(shí)期產(chǎn)業(yè)結(jié)構(gòu)的變革中,它的產(chǎn)品生產(chǎn)以及整套的施工環(huán)節(jié)沒(méi)能在這場(chǎng)革命中發(fā)生根本性的變化,施工現(xiàn)場(chǎng)依然是傳統(tǒng)的手工作業(yè)和落后的管理制度。如今,中國(guó)面臨著經(jīng)濟(jì)新常態(tài),經(jīng)濟(jì)總量雖然較以往增長(zhǎng),長(zhǎng)期的貨幣增發(fā)政策,財(cái)政收入結(jié)構(gòu)失衡,導(dǎo)致單位貨幣購(gòu)買(mǎi)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(gè)建筑裝飾行業(yè)市場(chǎng)帶來(lái)了震動(dòng),競(jìng)爭(zhēng)非常激烈。本文總結(jié)了其他學(xué)者在建筑裝飾行業(yè)市場(chǎng)營(yíng)銷(xiāo)策略研究的觀點(diǎn),很多的觀點(diǎn)推動(dòng)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(jì)學(xué)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(yíng)銷(xiāo)現(xiàn)狀。運(yùn)用PEST分析法,探討了建筑裝飾行業(yè)的宏觀環(huán)境,預(yù)測(cè)未來(lái)市場(chǎng)需求空間廣闊;然后運(yùn)用五力模型分析法,對(duì)TME建筑裝飾公司的競(jìng)爭(zhēng)威脅進(jìn)行了全面的分析。找出公司在營(yíng)銷(xiāo)過(guò)程中存在諸多不科學(xué)的方法。結(jié)合公司的自身資源能力提出了對(duì)客戶(hù)進(jìn)行細(xì)分,選擇目標(biāo)市場(chǎng)和精準(zhǔn)市場(chǎng)定位的解決方案。并且根據(jù)客戶(hù)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位的解決方案制定出了公司的營(yíng)銷(xiāo)策略,其中包括:產(chǎn)品開(kāi)發(fā)和定價(jià)策略、促銷(xiāo)和渠道策略、現(xiàn)代化信息平臺(tái)和市場(chǎng)需求監(jiān)控策略、成本和質(zhì)量控制策略、員工激勵(lì)機(jī)制等符合自身的營(yíng)銷(xiāo)策略。本文在創(chuàng)作的過(guò)程中,進(jìn)行市場(chǎng)細(xì)分時(shí)還結(jié)合了消費(fèi)者行為理論、市場(chǎng)營(yíng)銷(xiāo)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(chǎng)營(yíng)銷(xiāo)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(lái)了新的視覺(jué)沖擊,希望論文對(duì)TME公司市場(chǎng)營(yíng)銷(xiāo)策略的研究帶動(dòng)公司發(fā)展的同時(shí)能給同行企業(yè)經(jīng)營(yíng)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(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.92

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