大連飛揚裝飾材料公司市場營銷策略案例研究
發(fā)布時間：2018-07-23 20:06
【摘要】： 伴隨我國國民經濟的快速發(fā)展,以房地產開發(fā)、建筑及建筑裝飾、裝修材料構成的產業(yè)集群蓬勃發(fā)展,同時隨著生活水平、文化素質的不斷提高,人們對居住條件的要求也在不斷提高。特別是住房體制的改革,更使百姓購房、居室裝飾裝修成為消費熱點,舒適、美觀、高雅,具有濃郁文化內涵的居室裝飾和裝修,已成為人們的更高追求。但是,隨著行業(yè)發(fā)展的越來越規(guī)范,消費者對裝飾材料的了解也越來越多,使得消費越來越理性,越來越成熟,同時品牌、商家之間的競爭也日益激烈,市場已由原來的賣方市場轉變?yōu)橘I方市場,很多商家由于缺乏有效的市場營銷戰(zhàn)略而進入了經營困境。 本文中的飛揚公司是東陶衛(wèi)生潔具在大連的經銷商,本文通過對飛揚公司的經營現(xiàn)狀的描述,指出飛揚正處于銷售持續(xù)下滑的困境,并依據MBA所學的管理知識,深入分析、研究飛揚問題的成因,探討市場營銷策略對公司發(fā)展的重要作用,并期望本文能對本行業(yè)其他企業(yè)的發(fā)展提供一些借鑒和參考。 在案例正文中,首先敘述了飛揚公司的起步及發(fā)展情況;然后介紹了大連市房地產市場和對衛(wèi)生潔具的需求的狀況;接下來對消費者購買行為和競爭對手進行了分析;最后詳細描述了飛揚在市場營銷過程中存在的問題。在案例分析中,首先介紹了衛(wèi)生潔具產品的相關知識,然后從產品的構成、價格、促銷、服務四方面來分析導致飛揚銷售下滑的因素。最后在對案例綜合分析的基礎上,對飛揚公司的整體營銷策略給出合理的建議。
[Abstract]:With the rapid development of our national economy, the industrial cluster, which is composed of real estate development, architecture, architectural decoration and decoration materials, has developed vigorously, and with the improvement of living standards and cultural quality, People's demand for living conditions is also increasing. Especially the reform of the housing system has made the people buy houses and decorate their houses. It has become a higher pursuit for people to have comfortable beautiful elegant and rich cultural connotations of house decoration and decoration. However, as the industry develops more and more standardized, consumers know more and more about decorative materials, which makes consumption more rational and mature. At the same time, the competition between brands and merchants is becoming increasingly fierce. The market has changed from the original seller's market to the buyer's market, and many businesses have entered the business dilemma because of the lack of effective marketing strategy. Feiyang Company in this paper is the distributor of Dongtao Sanitary Ware in Dalian. Through the description of Feiyang Company's business situation, it is pointed out that Feiyang is in the dilemma of continuous decline of sales, and according to the management knowledge learned by MBA, it is analyzed deeply. This paper studies the causes of Feiyang problem, probes into the important role of marketing strategy in the development of the company, and expects that this paper can provide some references for the development of other enterprises in the industry. In the text of the case, it first describes the starting and development of Feiyang Company, then introduces the real estate market and the demand for sanitary ware in Dalian, and then analyzes the purchasing behavior of consumers and competitors. At last, it describes the problems in the marketing process of Feiyang in detail. In the case study, the related knowledge of sanitary ware products is first introduced, and then the factors leading to the decline of Feiyang sales are analyzed from four aspects: product composition, price, promotion and service. Finally, on the basis of the comprehensive analysis of the case, the author gives reasonable suggestions on the overall marketing strategy of Feiyang Company.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F274;F426.92
本文編號：2140504
[Abstract]:With the rapid development of our national economy, the industrial cluster, which is composed of real estate development, architecture, architectural decoration and decoration materials, has developed vigorously, and with the improvement of living standards and cultural quality, People's demand for living conditions is also increasing. Especially the reform of the housing system has made the people buy houses and decorate their houses. It has become a higher pursuit for people to have comfortable beautiful elegant and rich cultural connotations of house decoration and decoration. However, as the industry develops more and more standardized, consumers know more and more about decorative materials, which makes consumption more rational and mature. At the same time, the competition between brands and merchants is becoming increasingly fierce. The market has changed from the original seller's market to the buyer's market, and many businesses have entered the business dilemma because of the lack of effective marketing strategy. Feiyang Company in this paper is the distributor of Dongtao Sanitary Ware in Dalian. Through the description of Feiyang Company's business situation, it is pointed out that Feiyang is in the dilemma of continuous decline of sales, and according to the management knowledge learned by MBA, it is analyzed deeply. This paper studies the causes of Feiyang problem, probes into the important role of marketing strategy in the development of the company, and expects that this paper can provide some references for the development of other enterprises in the industry. In the text of the case, it first describes the starting and development of Feiyang Company, then introduces the real estate market and the demand for sanitary ware in Dalian, and then analyzes the purchasing behavior of consumers and competitors. At last, it describes the problems in the marketing process of Feiyang in detail. In the case study, the related knowledge of sanitary ware products is first introduced, and then the factors leading to the decline of Feiyang sales are analyzed from four aspects: product composition, price, promotion and service. Finally, on the basis of the comprehensive analysis of the case, the author gives reasonable suggestions on the overall marketing strategy of Feiyang Company.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F274;F426.92
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