發(fā)布時(shí)間：2018-04-10 14:22

  本文選題：家裝產(chǎn)品 + 產(chǎn)品��； 參考：《山西大學(xué)》2017年碩士論文

【摘要】：改革開放以來(lái),中國(guó)經(jīng)濟(jì)快速發(fā)展,房地產(chǎn)行業(yè)也逐漸升溫,作為其下流產(chǎn)業(yè)的家裝行業(yè)迎來(lái)了春天。在經(jīng)歷了三十多年的發(fā)展后,我國(guó)的家庭裝修市場(chǎng)由小到大,家裝行業(yè)的地位穩(wěn)步提升,整體面臨著大行業(yè)小企業(yè)的格局,市場(chǎng)競(jìng)爭(zhēng)日益嚴(yán)峻,整個(gè)行業(yè)面臨著向家居一體化方向轉(zhuǎn)變的趨勢(shì)。GZ公司立足Y市家裝行業(yè)多年,一直走中高端路線,重視產(chǎn)品品質(zhì),口碑良好,品牌深入人心。但是,近年來(lái)家裝行業(yè)市場(chǎng)競(jìng)爭(zhēng)日益嚴(yán)峻,GZ公司利潤(rùn)急劇下滑,生存空間不斷受到擠壓。因此,如何促進(jìn)企業(yè)利潤(rùn)的增加,擴(kuò)大市場(chǎng)占有率,在本市場(chǎng)上謀求深層次的發(fā)展成為GZ公司所重點(diǎn)關(guān)注的問(wèn)題。這也是現(xiàn)階段我國(guó)廣大家裝公司迫切需要解決的問(wèn)題。本文就是在這一背景下,綜合的運(yùn)用文獻(xiàn)分析法,資料采集法以及觀察等方法,對(duì)GZ公司家居裝飾產(chǎn)品的營(yíng)銷策略現(xiàn)狀進(jìn)行了實(shí)地考察,從而了解到GZ公司產(chǎn)品營(yíng)銷的真實(shí)現(xiàn)狀,同時(shí)也了解到了消費(fèi)者對(duì)待家居裝飾產(chǎn)品中不同風(fēng)格、檔次產(chǎn)品的態(tài)度、需求。在此基礎(chǔ)上以市場(chǎng)營(yíng)銷策略為切入點(diǎn),結(jié)合家裝行業(yè)整體的實(shí)際情況,運(yùn)用4Ps營(yíng)銷理論對(duì)GZ公司家居裝飾產(chǎn)品營(yíng)銷現(xiàn)狀進(jìn)行分析,并找出其存在的問(wèn)題,并針對(duì)性提出改善的建議。GZ公司產(chǎn)品策略存在以下四個(gè)方面問(wèn)題:第一,其產(chǎn)品策略存在著整體概念把握不夠清晰,不能針對(duì)產(chǎn)品生命周期采取不同的營(yíng)銷策略和產(chǎn)品組合深度不足的問(wèn)題。第二,其產(chǎn)品策略存在著定價(jià)方法一成不變,定價(jià)策略落后和價(jià)格反應(yīng)戰(zhàn)略遲緩的問(wèn)題。第三,在渠道策略方面,GZ公司存在著區(qū)域分布不盡合理,互聯(lián)網(wǎng)營(yíng)銷渠道發(fā)展滯后的問(wèn)題。第四,其促銷策略有廣告媒體選擇過(guò)于單一,廣告投放時(shí)機(jī)把握不合理和促銷方案設(shè)計(jì)、評(píng)估能力不足的問(wèn)題。針對(duì)以上問(wèn)題,GZ公司應(yīng)采取的改善措施有:第一,在產(chǎn)品策略方面,樹立產(chǎn)品的整體概念,針對(duì)其生命周期采取不同的營(yíng)銷策略以及加強(qiáng)產(chǎn)品組合深度。第二,GZ公司應(yīng)針對(duì)不同產(chǎn)品采用不同的定價(jià)方法,對(duì)新產(chǎn)品定價(jià)策略和產(chǎn)品組合定價(jià)策略加以組合應(yīng)用,并且提升價(jià)格反應(yīng)對(duì)策能力。第三,在渠道策略方面應(yīng)調(diào)整區(qū)域分布,有選擇的運(yùn)用各類互聯(lián)網(wǎng)平臺(tái)。第四,促銷策略方面,應(yīng)倚重互聯(lián)網(wǎng)廣告媒體,合理把握投放時(shí)機(jī)并提升促銷方案設(shè)計(jì)、評(píng)估能力。
[Abstract]:Since the reform and opening up, China's rapid economic development, the real estate industry is also gradually heating up, as its dirty industry home decoration industry ushered in spring.After more than 30 years of development, the family decoration market in our country has grown from small to large, the status of the home decoration industry has steadily increased, the overall situation is facing the pattern of large industries and small enterprises, and the market competition is becoming increasingly severe.The whole industry is facing the trend of changing to the direction of home integration. GZ company has been based on Y city home decoration industry for many years, has been taking the high-end line, attaches importance to product quality, good reputation, brand deeply popular.However, in recent years, the market competition in the home decoration industry is increasingly severe, the profit of GZ company drops sharply, and the living space is constantly squeezed.Therefore, how to promote the increase of enterprise profits, expand market share, and seek a deeper development in this market has become the focus of attention of GZ Company.This is also at this stage of the majority of domestic decoration companies urgently need to solve the problem.Under this background, this paper makes a field investigation on the current situation of the marketing strategy of GZ company's household decoration products by using the methods of literature analysis, data collection and observation, etc.In order to understand the real situation of GZ company's product marketing, we also know the consumers' attitude and demand for different styles and grades of household decoration products.On this basis, with the marketing strategy as the breakthrough point, combined with the actual situation of the home decoration industry as a whole, using the 4Ps marketing theory to analyze the current situation of GZ company's household decoration products marketing, and find out its existing problems.The following four problems exist in the product strategy of GZ Company: first, the overall concept of the product strategy is not clear enough.We can't take different marketing strategy and product combination depth according to product life cycle.Second, its product strategy has the problems of fixed pricing method, backward pricing strategy and slow price response strategy.Third, in the aspect of channel strategy, GZ company has the problem of unreasonable regional distribution and lagged development of Internet marketing channel.Fourth, the promotion strategy is too single, the timing of advertising is unreasonable, the design of promotion scheme and the evaluation ability are insufficient.In view of the above problems, GZ Company should take the following improvement measures: first, in terms of product strategy, set up the overall concept of the product, take different marketing strategies for its life cycle and strengthen the depth of product mix.Second, GZ Company should adopt different pricing methods for different products, combine the new product pricing strategy and product combination pricing strategy, and improve the ability of price response countermeasures.Third, in the channel strategy aspect should adjust the regional distribution, has the choice to use each kind of Internet platform.Fourth, the promotion strategy should rely on the Internet advertising media, reasonably grasp the timing of the launch and promote the design of the promotion scheme, evaluation ability.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.92

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