【摘要】：經(jīng)過20多年的發(fā)展,目前我國家具業(yè)已成為世界第一生產(chǎn)和出口大國。但由于受到美國次貸危機后遺癥、歐債危機和國內(nèi)房地產(chǎn)限購政策等因素影響,2011年家具業(yè)經(jīng)歷了不少的挫折和挑戰(zhàn)。恒鑫廣東分公司自2006年成立以來,歷經(jīng)6年發(fā)展,取得了驕人的業(yè)績。當(dāng)前,公司所面對的內(nèi)外部環(huán)境均發(fā)生了深刻的變化,因此在這個背景下.恒鑫廣東分公司的營銷策略有待調(diào)整： 本文以恒鑫廣東分公司營銷策略作為研究對象,結(jié)合筆者多年從業(yè)經(jīng)驗和公司實際情況,在文獻研究法、定性分析法、定量分析法和案例分析法的基礎(chǔ)上.采用PEST(?)板模型波特(?)境和內(nèi)部環(huán)境進行分析。在此基礎(chǔ)上,針對公司營銷策略的現(xiàn)狀,基于營銷組合理論對恒鑫廣東分公司的營銷策略進行重新設(shè)計。主要策略為改變營銷觀念、建立營銷戰(zhàn)略；從產(chǎn)品策略看,需要拓展產(chǎn)品線、實施多品牌戰(zhàn)略、開發(fā)差異化產(chǎn)品,加快產(chǎn)品更新和提高售后服務(wù)水平：從價格策略看,需要采用價值定價法、根據(jù)產(chǎn)品定位定價和轉(zhuǎn)移定價權(quán)；從渠道策略看,需要整合渠道關(guān)系、以家具建材超市為龍頭：發(fā)展無效門店；重視發(fā)展電子商務(wù)渠道;進軍三四線城市;從促銷策略看,需要采取相應(yīng)的廣告、公關(guān)和營業(yè)推廣策略。這些策略的前提是恒鑫廣東分公司的市場競爭地位,策略設(shè)計原則是整體性、靈活性和競爭性原則。 本文在后金融危機時代和國內(nèi)政策利好的形勢下,對恒鑫廣東分公司的營銷策略進行分析,并制定了相關(guān)的營銷策略設(shè)計,這對實現(xiàn)公司銷售發(fā)展目標、提高公司的市場競爭力具有指導(dǎo)意義,并對類似的家具企業(yè)具有參考價值。
[Abstract]:After more than 20 years of development, China's furniture industry has become the world's first production and export country. However, the furniture industry experienced many setbacks and challenges in 2011 because of the sequelae of the US subprime mortgage crisis, the European debt crisis and the domestic real estate purchase restriction policy and other factors, the furniture industry experienced a lot of setbacks and challenges in 2011. Since its establishment in 2006, Hengxin Guangdong Branch has achieved remarkable achievements after 6 years of development. At present, the internal and external environment faced by the company has undergone profound changes, so in this context. The marketing strategy of Hengxin Guangdong branch needs to be adjusted: this article takes Hengxin Guangdong branch marketing strategy as the research object, combines the author's many years' experience and the company's actual situation, in the literature research method, the qualitative analysis method, in the literature research method, the qualitative analysis method, Based on quantitative analysis and case analysis. PEST (?) Plate model Porter (?) Environment and internal environment analysis. On this basis, the marketing strategy of Hengxin Guangdong Branch is redesigned based on the marketing combination theory, aiming at the current situation of the company's marketing strategy. The main strategy is to change the marketing concept and establish the marketing strategy; From the point of view of product strategy, it is necessary to expand product line, implement multi-brand strategy, develop differentiated products, speed up product renewal and improve after-sales service level: from the view of price strategy, value pricing method is needed. Pricing based on product positioning and transfer of pricing rights; From the channel strategy, the need to integrate the channel relationship, furniture building materials supermarket as the leader: development of ineffective stores; Attach importance to the development of e-commerce channels; into the third and fourth-tier cities; from the promotion strategy, we need to adopt the corresponding advertising, public relations and business promotion strategy. The premise of these strategies is the competitive position of Hengxin Guangdong Branch. The principles of strategy design are integrity, flexibility and competition. In the post-financial crisis era and the situation of good domestic policies, this paper analyzes the marketing strategy of Hengxin Guangdong Branch, and formulates the relevant marketing strategy design, which is helpful to the realization of the sales development goal of the company. Improve the company's market competitiveness has guiding significance, and similar furniture enterprises have reference value.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F426.88

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