本文選題：建筑陶瓷　切入點(diǎn)：TX公司　出處：《廣西師范大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),由于社會(huì)經(jīng)濟(jì)的發(fā)展,城鎮(zhèn)化增長(zhǎng)速度飛速上升。隨著新農(nóng)村以及城市拆遷面積的增長(zhǎng),使得促進(jìn)了房地產(chǎn)行業(yè)的不斷發(fā)展,目前,也已成為促進(jìn)我國(guó)經(jīng)濟(jì)增長(zhǎng)的主要產(chǎn)業(yè)之一。受房地產(chǎn)行業(yè)影響最深的當(dāng)屬于陶瓷行業(yè),隨著房地產(chǎn)市場(chǎng)的變化使得傳統(tǒng)陶瓷業(yè)近年來(lái)進(jìn)入新的活躍期。我國(guó)是陶瓷產(chǎn)量大國(guó),同時(shí)也是消耗大國(guó),在1993年,中國(guó)建筑業(yè)對(duì)陶瓷的需求量就已經(jīng)占據(jù)世界第一。在近二十多年的發(fā)展過(guò)程中,國(guó)內(nèi)目前已經(jīng)成立的陶瓷企業(yè)達(dá)到3000多家,整個(gè)陶瓷產(chǎn)量可達(dá)90多億平米,相對(duì)應(yīng)的陶瓷產(chǎn)值超過(guò)2000億元。但就在2013年以來(lái),由于世界經(jīng)濟(jì)危機(jī)而使得國(guó)內(nèi)經(jīng)濟(jì)市場(chǎng)受到影響,整個(gè)陶瓷領(lǐng)域發(fā)展緩慢,市場(chǎng)低迷不振,導(dǎo)致各個(gè)企業(yè)內(nèi)陶瓷產(chǎn)量過(guò)剩,同時(shí),業(yè)內(nèi)競(jìng)爭(zhēng)極為嚴(yán)重,尤其表現(xiàn)在建筑領(lǐng)域上的陶瓷企業(yè)中的競(jìng)爭(zhēng)。該領(lǐng)域內(nèi),企業(yè)間的競(jìng)爭(zhēng)往往是多方面的,不僅體現(xiàn)在產(chǎn)業(yè)群之間而且表現(xiàn)在產(chǎn)業(yè)群內(nèi)部。特別是TX陶瓷公司所在的陶瓷產(chǎn)業(yè)群,該產(chǎn)業(yè)群地處湖南,內(nèi)部品牌多而雜,彼此間競(jìng)爭(zhēng)極為激烈。因而,本文就TX陶瓷公司進(jìn)行分析,主要就該公司在激烈的市場(chǎng)環(huán)境中如何進(jìn)行轉(zhuǎn)型升級(jí)問(wèn)題進(jìn)行探討,通過(guò)對(duì)TX陶瓷公司進(jìn)行詳細(xì)分析,制定轉(zhuǎn)型方案,來(lái)提高其競(jìng)爭(zhēng)優(yōu)勢(shì),實(shí)現(xiàn)企業(yè)變革。本文主要分為以下七部分進(jìn)行描述,第一章是緒論部分,主要就文章選題背景、研究意義、國(guó)內(nèi)外研究成果以及對(duì)本文研究?jī)?nèi)容的構(gòu)思、框架結(jié)構(gòu)進(jìn)行詳細(xì)介紹。第二章是營(yíng)銷(xiāo)理論方面的分析介紹,為下文TX公司的分析做鋪墊。第三章主要就傳統(tǒng)陶瓷業(yè)以及建筑行業(yè)進(jìn)行分析介紹,使用PEST分析和波特“五力模型”分析方法就目前行業(yè)的內(nèi)外部環(huán)境、競(jìng)爭(zhēng)對(duì)手、競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,從而指出目前TX公司所面臨的機(jī)遇與潛在威脅。第四章主要分析了TX公司的發(fā)展現(xiàn)狀以及近期銷(xiāo)售情況。第五章著重分析了 TX公司所存在的問(wèn)題,主要為營(yíng)銷(xiāo)策略不恰當(dāng)而導(dǎo)致公司近年來(lái)發(fā)展緩慢,市場(chǎng)占有率低。同時(shí),公司對(duì)于產(chǎn)品不夠創(chuàng)新,對(duì)于研發(fā)部門(mén)投入資金極少,不重視產(chǎn)品研發(fā)問(wèn)題,導(dǎo)致公司競(jìng)爭(zhēng)力急劇下降,就現(xiàn)有的營(yíng)銷(xiāo)方案進(jìn)行分析,提出銷(xiāo)售增長(zhǎng)問(wèn)題形成的原因。第六章利用4P營(yíng)銷(xiāo)理論,主要針對(duì)TX公司存在問(wèn)題進(jìn)行總結(jié)歸納,并提出合適的轉(zhuǎn)型方案。第七章就全文進(jìn)行分析總結(jié),并對(duì)未來(lái)進(jìn)行展望。
[Abstract]:In recent years, due to the development of social economy, the growth rate of urbanization has risen rapidly. With the growth of the new countryside and the area of urban demolition, it has promoted the continuous development of the real estate industry. At present, It has also become one of the main industries to promote the economic growth of our country. The ceramic industry is the most affected by the real estate industry. With the change of the real estate market, the traditional ceramic industry has entered a new active period in recent years. In 1993, the demand for ceramics in China's construction industry had already occupied the first place in the world. In the course of more than 20 years of development, more than 3, 000 ceramic enterprises have been established in China. The total ceramic output can reach more than 9 billion square meters, corresponding to a ceramic output of more than 200 billion yuan. But since 2013, the domestic economic market has been affected by the world economic crisis, and the entire ceramic field has developed slowly and the market has been depressed. As a result of excess ceramic production in various enterprises, the competition in the industry is extremely serious, especially in the ceramic enterprises in the field of construction. In this field, the competition among enterprises is often multi-faceted. Especially the ceramic industry group in which TX Ceramics Company is located, which is located in Hunan Province, with a variety of internal brands and fierce competition among each other. This paper analyzes TX Ceramics Company, mainly discusses how TX Ceramics Company carries on transformation and upgrading in the fierce market environment, through the detailed analysis to TX Ceramics Company, it formulates the transition plan to improve its competitive advantage. This paper is mainly divided into seven parts, the first chapter is the introduction, mainly on the background of the article, research significance, research results at home and abroad, as well as the concept of the content of this paper, The second chapter is the analysis and introduction of marketing theory, which paves the way for the analysis of TX Company below. The third chapter mainly introduces the traditional ceramic industry and the construction industry. Using PEST analysis and Porter's "five Force Model" analysis method to analyze the current industry's internal and external environment, competitors, competitive environment, This paper points out the opportunities and potential threats faced by TX Company at present. Chapter 4th mainly analyzes the development status and recent sales situation of TX Company. Chapter 5th focuses on the analysis of the problems existing in TX Company. Mainly because of inappropriate marketing strategy, the company has been slow to develop in recent years, and its market share is low. At the same time, the company is not innovative enough to produce products, and has very little investment in R & D departments, so it does not attach importance to product research and development. As a result of the sharp decline in the competitiveness of the company, this paper analyzes the existing marketing schemes and puts forward the reasons for the formation of the problem of sales growth. Chapter 6th summarizes and summarizes the existing problems in TX Company by using the 4P marketing theory. Chapter 7th analyzes and summarizes the full text, and looks forward to the future.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.71

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