本文關(guān)鍵詞： 家裝 雙盈裝飾 營銷策略 4C　出處：《電子科技大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放30多年，家裝市場需求急速擴(kuò)大，我國也出現(xiàn)了一小批具有全國影響的集團(tuán)性家裝企業(yè)。但總體來說，家裝業(yè)在還只是處于起步與發(fā)展階段。經(jīng)營模式簡單、營銷手段單一是我國家裝企業(yè)特別是中小家裝企業(yè)普遍存在的問題。在這種情況下，對家裝企業(yè)的營銷策略及變革進(jìn)行研究，就顯得更有意義。 本文首先根據(jù)成都雙盈裝飾工程設(shè)計(jì)有限公司營銷策略研究這一選題，分析了選題的背景、意義和研究方法，回顧了國內(nèi)外營銷理論的相關(guān)研究狀況，并給出了論文的研究方向。其次介紹了家裝行業(yè)現(xiàn)狀，對家裝產(chǎn)品的特點(diǎn)進(jìn)行了分析，明確了家裝具有產(chǎn)品屬性、客戶具有消費(fèi)者特性，經(jīng)營過程帶有顯著的服務(wù)特性。隨后介紹了成都雙盈裝飾的背景、營銷現(xiàn)狀、營銷執(zhí)行方面的問題。重點(diǎn)對雙盈裝飾的宏觀環(huán)境、外部和內(nèi)部環(huán)境進(jìn)行了詳細(xì)分析，，明確了經(jīng)營困難之癥結(jié)所在在于：經(jīng)營模式單一、品牌知名度不高、價格體系不合理，沒有針對不同細(xì)分客戶制定出不同的營銷組合策略。這是一個公司的問題，也是中小裝飾公司的代表性問題。接著用目標(biāo)市場營銷策略理論對裝飾市場進(jìn)行細(xì)分，并對細(xì)分后的目標(biāo)市場進(jìn)行評價，然后結(jié)合雙盈自身情況對其目標(biāo)市場進(jìn)行了明確和定位。最后，根據(jù)營銷4C理論的核心要素，對雙盈裝飾提出了系統(tǒng)的業(yè)務(wù)策略重建思路。
[Abstract]:With the reform and opening up for more than 30 years, the demand for home improvement market has expanded rapidly, and a small number of group domestic decoration enterprises with national influence have also appeared in our country. But generally speaking, the home decoration industry is only at the beginning and developing stage, and the business model is simple. In this case, it is more meaningful to study the marketing strategy and reform of domestic decoration enterprises. Firstly, according to the research of marketing strategy of Chengdu Shuangying Decoration Engineering Design Co., Ltd., this paper analyzes the background, significance and research methods of the topic, and reviews the relevant research situation of marketing theory at home and abroad. Secondly, the paper introduces the current situation of home decoration industry, analyzes the characteristics of home decoration products, and clarifies that home furnishings have product attributes and customers have consumer characteristics. The operation process has remarkable service characteristic. Then it introduces the background, marketing status, marketing implementation of Chengdu Shuangying Decoration. The emphasis is on the macro environment, external environment and internal environment of Shuangying Decoration. It is clear that the crux of the business difficulties lies in: the single business model, the brand awareness is not high, the price system is unreasonable, and there is no different marketing mix strategy for different segments of customers. This is a company problem. It is also the representative problem of small and medium-sized decoration companies. Then the target marketing strategy theory is used to subdivide the decoration market, and the target market after segmentation is evaluated. Finally, according to the core elements of the marketing 4C theory, the paper puts forward the idea of rebuilding the business strategy of Shuangying decoration according to the core elements of the marketing 4C theory.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F274;F426.92

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