本文選題：營銷策略 + 競爭��； 參考：《中南大學》2006年碩士論文

【摘要】： 強化木地板行業(yè)生產(chǎn)能力的過剩，產(chǎn)品同質(zhì)化趨勢以及市場的過度膨脹引發(fā)品牌間的無序競爭，“價格戰(zhàn)”“服務戰(zhàn)”隨之而起；業(yè)內(nèi)企業(yè)整合營銷策略勢在必行。 本文根據(jù)市場經(jīng)濟發(fā)展規(guī)律，按照“分析、計劃、執(zhí)行、監(jiān)控”的營銷管理結(jié)構(gòu)，結(jié)合DBL裝飾材料有限公司的實際情況，在對市場營銷環(huán)境與消費者行為進行了認真的分析的基礎上，提出了DBL裝飾材料有限公司市場定位；營銷戰(zhàn)略方向是以國內(nèi)市場家庭消費者為目標市場，從消費者的需求出發(fā)，美化目標消費者的家庭環(huán)境，同時以“走自然之路，，享回歸之美”為品牌理念進行整合傳播，體現(xiàn)“地寶”的品牌價值和品牌精神。圍繞DBL裝飾材料有限公司的營銷目標，沿著戰(zhàn)略方向，設計了產(chǎn)品策略，價格策略，渠道策略和促銷策略。 最后，本文結(jié)合相關的管理理論，本人在DBL裝飾材料有限公司工作的體會以及公司現(xiàn)行的管理狀況，提出了DBL裝飾材料有限公司成功實施營銷策略計劃的支持體系。
[Abstract]:The overcapacity of aggrandizement wood flooring industry, the trend of product homogenization and the excessive expansion of the market lead to the disorderly competition among brands, the price war and the service war rise, and the integrated marketing strategy of the enterprises in the industry is imperative. According to the law of market economy development and the marketing management structure of "Analysis, Planning, execution and Monitoring", this paper combines the actual situation of DBL Decoration material Co., Ltd. Based on the analysis of marketing environment and consumer behavior, the market orientation of DBL Decoration material Co., Ltd is put forward. Beautifying the family environment of the target consumers and taking "taking the natural road, enjoying the beauty of the return" as the brand idea is integrated and propagated, which embodies the brand value and brand spirit of the "earth treasure". Around the marketing target of DBL Decoration material Co., Ltd., the product strategy, price strategy, channel strategy and promotion strategy are designed along the strategic direction. Finally, combining with the relevant management theory, I work in DBL Decoration material Co., Ltd. and the company's current management situation, put forward the DBL Decoration material Co., Ltd. successful implementation of marketing strategy plan support system.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F274;F426.92

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本文編號：2100829