本文選題：輕鋼結(jié)構(gòu)住宅 + 市場(chǎng)細(xì)分　； 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：中國(guó)房地產(chǎn)爆發(fā)式發(fā)展,伴隨的是建筑市場(chǎng)飛速發(fā)展。作為新型建筑解決方案之一的輕鋼結(jié)構(gòu)住宅體系憑借其結(jié)構(gòu)安全、節(jié)能環(huán)保、快捷高效、產(chǎn)業(yè)發(fā)展的獨(dú)特性能逐漸占據(jù)了一定的市場(chǎng)地位。雖然輕鋼結(jié)構(gòu)住宅體系在國(guó)內(nèi)發(fā)展并不是一帆風(fēng)順,尤其是國(guó)家規(guī)范制定、成本控制、消費(fèi)者接受程度還在一定程度上制約著輕鋼結(jié)構(gòu)住宅體系的發(fā)展。但是輕鋼結(jié)構(gòu)住宅在國(guó)內(nèi)發(fā)展的十年,同時(shí)也是中國(guó)總承包企業(yè)響應(yīng)中央號(hào)召“走出去”參于國(guó)際投資和承包項(xiàng)目的十年,應(yīng)該說(shuō)輕鋼結(jié)構(gòu)住宅的市場(chǎng)在擴(kuò)大,需求在增加。 此篇文章針對(duì)博思格住宅事業(yè)部市場(chǎng)定位進(jìn)行了專(zhuān)項(xiàng)研究。首先,本文介紹了博思格住宅事業(yè)部的背景,產(chǎn)品體系,營(yíng)銷(xiāo)、技術(shù)、生產(chǎn)能力等,以了解公司的現(xiàn)狀。其次,本文從企業(yè)經(jīng)營(yíng)環(huán)境和行業(yè)環(huán)境入手,對(duì)博思格住宅事業(yè)部所面臨的社會(huì)、政治、經(jīng)濟(jì)、技術(shù)等環(huán)境進(jìn)行了分析,以及著重研究了行業(yè)狀況、行業(yè)結(jié)構(gòu)、主要競(jìng)爭(zhēng)對(duì)手狀況等。然后,本文結(jié)合博思格住宅事業(yè)部的內(nèi)外部調(diào)研及訪談、行業(yè)問(wèn)卷及訪談、滿意度調(diào)查等,明確了博思格住宅事業(yè)部的競(jìng)爭(zhēng)優(yōu)勢(shì)。最后,本文對(duì)博思格住宅事業(yè)部的市場(chǎng)進(jìn)行了細(xì)分,運(yùn)用定性、定量方法選擇了合適的目標(biāo)市場(chǎng),并運(yùn)用市場(chǎng)定位方法提出了博思格住宅事業(yè)部的市場(chǎng)定位。 本文理論結(jié)合實(shí)踐的研究結(jié)論不僅對(duì)博思格住宅事業(yè)部的市場(chǎng)定位具有參考價(jià)值,還能為行業(yè)內(nèi)或其他行業(yè)的企業(yè)明確市場(chǎng)定位提供借鑒。
[Abstract]:China's real estate exploding development, accompanied by the rapid development of the construction market. As one of the new architectural solutions, the light steel structure residential system has gradually occupied a certain market position with its structural safety, energy saving, environmental protection, fast and efficient, and the unique performance of industrial development. Although the development of light steel structure housing system in China is not smooth sailing, especially the establishment of national norms, cost control, consumer acceptance degree also restricts the development of light steel structure housing system to a certain extent. But the light steel structure residence develops in the domestic ten years, at the same time is the Chinese general contracting enterprise in response to the central government call to "go out" to participate in the international investment and contracting project, it should be said that the light steel structure housing market is expanding, the demand is increasing. This article has carried on the special research to the Bosig housing division market localization. First of all, this paper introduces the background, product system, marketing, technology, production capacity and so on. Secondly, this paper analyzes the social, political, economic and technological environment faced by Bosig Housing Department from the point of view of the business environment and the industry environment, and focuses on the industry situation, industry structure, and so on. The condition of a major competitor, etc. Then, this paper combines internal and external research and interview, industry questionnaire and interview, satisfaction survey and so on, and clarifies the competitive advantage of Bothger residential business. At last, this paper subdivides the market of Bosig's residential business, selects the suitable target market by using qualitative and quantitative methods, and puts forward the market orientation of Borg's residential business by using the method of market orientation. The conclusion of this paper not only has the reference value for the market positioning of Bosig Housing Division, but also can provide reference for the enterprises in the industry or other industries to define the market position.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F299.233.4

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