本文選題：市場(chǎng)細(xì)分 + XY裝飾公司��； 參考：《廣東外語(yǔ)外貿(mào)大學(xué)》2015年碩士論文

【摘要】：近年來(lái),中國(guó)的室內(nèi)裝飾行業(yè)蓬勃發(fā)展,市場(chǎng)潛力巨大。在機(jī)會(huì)與挑戰(zhàn)并存的市場(chǎng)環(huán)境下,XY裝飾公司目前無(wú)法在市場(chǎng)營(yíng)銷(xiāo)進(jìn)行有效突圍,被同行價(jià)格戰(zhàn)、廣告戰(zhàn)拖垮,導(dǎo)致業(yè)績(jī)?cè)鏊俜怕�。本文主要探討XY裝飾公司在中國(guó)裝飾市場(chǎng)的市場(chǎng)細(xì)分策略,談?wù)剳?yīng)該如何進(jìn)行市場(chǎng)細(xì)分,選擇細(xì)分市場(chǎng),調(diào)整XY裝飾公司的市場(chǎng)營(yíng)銷(xiāo)策略,把握企業(yè)的市場(chǎng)機(jī)會(huì),以期能進(jìn)一步增加企業(yè)的利潤(rùn)率。本文立足國(guó)內(nèi)裝飾市場(chǎng),摒棄中國(guó)家裝市場(chǎng)傳統(tǒng)的價(jià)格營(yíng)銷(xiāo)戰(zhàn)略,根據(jù)中國(guó)人口世代特征,比較系統(tǒng)地研究和分析中國(guó)裝飾市場(chǎng)的消費(fèi)者群,利用西方學(xué)者提出AIO和VALS生活方式細(xì)分模型,選出適合中國(guó)裝飾市場(chǎng)的細(xì)分變量,在中國(guó)裝飾市場(chǎng)上,較為有效地細(xì)分出適合現(xiàn)今中國(guó)裝飾市場(chǎng)實(shí)際的消費(fèi)者市場(chǎng)(如時(shí)尚生活者市場(chǎng),奮斗生活者市場(chǎng)等),然后選擇適合XY裝飾公司自身發(fā)展的目標(biāo)細(xì)分市場(chǎng)并制定相應(yīng)的策略,以期能達(dá)到XY裝飾公司的營(yíng)銷(xiāo)目標(biāo)。最后,本文通過(guò)對(duì)XY裝飾公司市場(chǎng)細(xì)分策略的探討,總結(jié)了國(guó)內(nèi)室內(nèi)裝飾的特點(diǎn)和發(fā)展趨勢(shì),為國(guó)內(nèi)其它裝飾企業(yè)進(jìn)行市場(chǎng)細(xì)分提供一些理論上和經(jīng)驗(yàn)上的借鑒與參考。
[Abstract]:In recent years, China's interior decoration industry is booming, the market potential is huge. In the market environment where opportunities and challenges coexist, XY Decoration Company is unable to break through effectively in marketing, which is dragged down by peer price war and advertising war, resulting in slower growth rate of performance. This paper mainly discusses the market segmentation strategy of XY decoration company in Chinese decoration market, and discusses how to subdivide the market, select the subdivision market, adjust the marketing strategy of XY decoration company, and grasp the market opportunity of the enterprise. In order to further increase the profit margin of enterprises. Based on the domestic decoration market, this paper abandons the traditional price marketing strategy of China's home decoration market, and according to the characteristics of Chinese population generation, systematically studies and analyzes the consumer groups of China's decoration market. By using the AIO and VALS lifestyle subdivision models proposed by western scholars, the subdivision variables suitable for the Chinese decoration market are selected, which are suitable for the decoration market in China. Subdivide the consumer market (such as fashion life market, struggling living market, etc.) which is suitable for the present Chinese decoration market effectively, then select the target subdivision market suitable for XY decoration company's own development and formulate the corresponding strategy. In order to achieve XY decoration company's marketing objectives. Finally, this paper discusses the market segmentation strategy of XY decoration company, summarizes the characteristics and development trend of domestic interior decoration, and provides some theoretical and empirical reference for other domestic decoration enterprises to carry out market segmentation.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F426.92

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相關(guān)期刊論文 前1條

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本文編號(hào)：1992117