發(fā)布時(shí)間：2018-03-05 13:36

  本文選題：裝飾裝修　切入點(diǎn)：市場(chǎng)定位　出處：《華南理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：建筑裝飾裝修行業(yè)伴隨著改革開(kāi)放的腳步，從小到大、從弱到強(qiáng)、從“依葫蘆畫瓢”到自主設(shè)計(jì)創(chuàng)新，獲得巨大的發(fā)展，已經(jīng)成為國(guó)民經(jīng)濟(jì)和社會(huì)發(fā)展中充滿活力的新興朝陽(yáng)行業(yè)，是社會(huì)新的消費(fèi)熱點(diǎn)和新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)，為我國(guó)經(jīng)濟(jì)建設(shè)和社會(huì)發(fā)展做出了巨大的貢獻(xiàn)。前景非�？春�，但競(jìng)爭(zhēng)十分激烈。如何讓企業(yè)在此良好的行業(yè)環(huán)境下快速發(fā)展，如何在微利時(shí)代的裝飾裝修行業(yè)的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地，是企業(yè)面臨的關(guān)鍵問(wèn)題。由于企業(yè)間的管理模式和施工技術(shù)基本相同，企業(yè)間的競(jìng)爭(zhēng)更多聚焦于商務(wù)層面的競(jìng)爭(zhēng)，所以企業(yè)的市場(chǎng)營(yíng)銷策略對(duì)企業(yè)的發(fā)展與成功具有非常關(guān)鍵作用和意義。 本研究將以GM裝修工程有限公司為背景，運(yùn)用現(xiàn)代市場(chǎng)營(yíng)銷學(xué)理論，運(yùn)用PEST分析方法，從宏觀政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境分析入手，探討了建筑裝飾裝修行業(yè)的宏觀基本情況，然后運(yùn)用SWOT分析方法對(duì)GM裝修公司有限公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行了全面的分析。結(jié)合企業(yè)的資源實(shí)力對(duì)客戶進(jìn)行細(xì)分，選擇和定位，根據(jù)目標(biāo)市場(chǎng)的定位，企業(yè)管理者制訂出與企業(yè)相匹配的營(yíng)銷組合策略。營(yíng)銷策略具體內(nèi)容包括：品牌策略，客戶關(guān)系管理策略，成本控制策略，渠道管理策略和市場(chǎng)溝通與宣傳策略等。為保證本文所提出的營(yíng)銷策略能夠得到順利的實(shí)施，最后本文還對(duì)GM公司的市場(chǎng)營(yíng)銷策略的實(shí)施控制進(jìn)行闡述。本研究最終探索出GM公司的一套成功的市場(chǎng)營(yíng)銷策略。 論文通過(guò)對(duì)GM裝修工程有限公司的市場(chǎng)營(yíng)銷策略的研究，使?fàn)I銷決策者們非常清楚地認(rèn)識(shí)到，不斷地加強(qiáng)理論學(xué)習(xí)提高分析市場(chǎng)環(huán)境的能力，，把握市場(chǎng)的風(fēng)向標(biāo)，制定更合適的適應(yīng)企業(yè)發(fā)展的營(yíng)銷策略，才能使企業(yè)在競(jìng)爭(zhēng)激烈的市場(chǎng)中生存和發(fā)展。對(duì)現(xiàn)處在市場(chǎng)激烈競(jìng)爭(zhēng)的復(fù)雜環(huán)境中的其他企業(yè)具有一定的借鑒和指導(dǎo)意義。藉此，希望對(duì)GM公司的發(fā)展和同行業(yè)企業(yè)管理提供借鑒。
[Abstract]:Building decoration and decoration industry with the pace of reform and opening up, from small to large, from weak to strong, from "according to the gourd painting ladle" to independent design innovation, to obtain tremendous development, It has become a dynamic emerging sunrise industry in the national economy and social development, is a new consumption hot spot and a new economic growth point of the society, and has made great contributions to the economic construction and social development of our country. The prospects are very promising. But the competition is very fierce. How to let the enterprise develop rapidly in this good industry environment, how to stand in an invincible position in the market competition of decoration and decoration industry in the era of small profit, Because the management mode and construction technology among enterprises are basically the same, the competition among enterprises is more focused on the competition in the commercial level. Therefore, the marketing strategy of enterprises is very important to the development and success of enterprises. This research will take GM Decoration Engineering Co., Ltd. as the background, use the modern marketing theory, apply the PEST analysis method, from the macro political environment, the economic environment, the social environment and the technical environment analysis, start from the macroscopic political environment, the economic environment, the social environment and the technical environment analysis. This paper probes into the macroscopic basic situation of architectural decoration and decoration industry, and then makes a comprehensive analysis of the strengths, weaknesses, opportunities and threats of GM Decoration Co., Ltd by using the SWOT analysis method. According to the positioning of the target market, the manager of the enterprise makes the marketing combination strategy matching with the enterprise. The specific contents of the marketing strategy include: brand strategy, customer relationship management strategy, cost control strategy, etc. In order to ensure the successful implementation of the marketing strategy proposed in this paper, In the end, this paper also expounds the implementation and control of GM's marketing strategy, and finally explores a set of successful marketing strategies of GM Company. Through the research on the marketing strategy of GM Decoration Engineering Co., Ltd., this paper makes the marketing decision makers realize very clearly that we should constantly strengthen the theoretical study to improve the ability to analyze the market environment and grasp the market vane. Only by formulating more suitable marketing strategies to adapt to the development of enterprises can enterprises survive and develop in a competitive market. It is of certain reference and guiding significance to other enterprises in the complex environment of fierce market competition. Hope to GM company's development and enterprise management in the same industry to provide reference.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F426.92;F274

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