本文選題：家裝行業(yè) + 市場細分�。� 參考：《西北大學》2006年碩士論文

【摘要】：近幾年來，家居裝飾業(yè)成為一個高速發(fā)展的行業(yè)。ABC裝飾公司04年9月成立，兩年以來公司產值從低迷到沖高再到低迷，未能有效的占領市場，，在競爭中處于被動局面。 本文應用了SWOT方法、STP分析、4P理論。比較系統(tǒng)地研究了ABC公司核心營銷策略、營銷組合策略存在的問題，分析問題產生的原因，提出營銷策略改進措施。 首先，論文研究了企業(yè)的外部環(huán)境，對公司所在地西安家庭裝修業(yè)存在的主要問題、變化趨勢、競爭對手的情況進行概括，為企業(yè)正確進行定位奠定基礎。 其次，論文對于ABC公司的營銷策略做了深入地分析，揭示公司在STP和4Ps方面存在的問題，指出目前ABC公司營銷策略所存在的問題中最重要的是產品問題，而不是促銷問題，產品問題中最重要的是施工問題和服務問題。 然后提出了ABC公司營銷策略的改進措施，其中重點探討了公司的產品改進、渠道改進和促銷改進的具體方法，并提出改進實施方法。其中創(chuàng)造性地提出口碑營銷、體驗式營銷和全程優(yōu)質服務理念。 通過對ABC公司營銷策略的探討，給ABC公司走出困境提供幫助，也為其他家裝企業(yè)的發(fā)展提供一些經驗的借鑒。對其他家用耐用消費品的市場營銷提供借鑒。
[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.

【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F426.92

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本文編號：1853607