本文選題：家裝行業(yè) + 市場(chǎng)細(xì)分　； 參考：《西北大學(xué)》2006年碩士論文

【摘要】：近幾年來(lái)，家居裝飾業(yè)成為一個(gè)高速發(fā)展的行業(yè)。ABC裝飾公司04年9月成立，兩年以來(lái)公司產(chǎn)值從低迷到?jīng)_高再到低迷，未能有效的占領(lǐng)市場(chǎng)，，在競(jìng)爭(zhēng)中處于被動(dòng)局面。 本文應(yīng)用了SWOT方法、STP分析、4P理論。比較系統(tǒng)地研究了ABC公司核心營(yíng)銷(xiāo)策略、營(yíng)銷(xiāo)組合策略存在的問(wèn)題，分析問(wèn)題產(chǎn)生的原因，提出營(yíng)銷(xiāo)策略改進(jìn)措施。 首先，論文研究了企業(yè)的外部環(huán)境，對(duì)公司所在地西安家庭裝修業(yè)存在的主要問(wèn)題、變化趨勢(shì)、競(jìng)爭(zhēng)對(duì)手的情況進(jìn)行概括，為企業(yè)正確進(jìn)行定位奠定基礎(chǔ)。 其次，論文對(duì)于ABC公司的營(yíng)銷(xiāo)策略做了深入地分析，揭示公司在STP和4Ps方面存在的問(wèn)題，指出目前ABC公司營(yíng)銷(xiāo)策略所存在的問(wèn)題中最重要的是產(chǎn)品問(wèn)題，而不是促銷(xiāo)問(wèn)題，產(chǎn)品問(wèn)題中最重要的是施工問(wèn)題和服務(wù)問(wèn)題。 然后提出了ABC公司營(yíng)銷(xiāo)策略的改進(jìn)措施，其中重點(diǎn)探討了公司的產(chǎn)品改進(jìn)、渠道改進(jìn)和促銷(xiāo)改進(jìn)的具體方法，并提出改進(jìn)實(shí)施方法。其中創(chuàng)造性地提出口碑營(yíng)銷(xiāo)、體驗(yàn)式營(yíng)銷(xiāo)和全程優(yōu)質(zhì)服務(wù)理念。 通過(guò)對(duì)ABC公司營(yíng)銷(xiāo)策略的探討，給ABC公司走出困境提供幫助，也為其他家裝企業(yè)的發(fā)展提供一些經(jīng)驗(yàn)的借鑒。對(duì)其他家用耐用消費(fèi)品的市場(chǎng)營(yíng)銷(xiāo)提供借鑒。
[Abstract]:In recent years, home decoration industry has become a fast developing industry.ABC decoration company, which was established in September 04 years. In the past two years, the output value of the company has been from low to high to low, and failed to occupy the market effectively, and in the passive situation in the competition.
In this paper, SWOT method, STP analysis, and 4P theory are applied. The core marketing strategy of ABC company, the existing problems of marketing combination strategy, the reasons for the analysis of the problem, and the improvement measures of marketing strategy are put forward.
First, the paper studies the external environment of the enterprise, summarizes the main problems existing in the home decoration industry in Xi'an, the trend of the change, the situation of the competitors, and lays the foundation for the correct positioning of the enterprises.
Secondly, the paper makes an in-depth analysis on the marketing strategy of ABC company, reveals the problems in STP and 4Ps, and points out that the most important problem in the current marketing strategy of ABC company is the product problem, not the promotion problem. The most important thing in the product problem is the construction and service problems.
Then it puts forward the measures to improve the marketing strategy of ABC company, which focuses on the product improvement of the company, the improvement of channel and the concrete methods of promotion and improvement, and puts forward the methods to improve the implementation, which creatively puts forward the idea of word of mouth marketing, experiential marketing and whole course quality service.
Through the discussion of the marketing strategy of ABC company, it provides help for ABC company to get out of the dilemma, and also provides some experience for the development of other home wear enterprises. It provides reference for the marketing of other household durable consumer goods.

【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類(lèi)號(hào)】：F426.92

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本文編號(hào)：1853607