【摘要】：隨著國(guó)民經(jīng)濟(jì)的增長(zhǎng)、國(guó)民經(jīng)濟(jì)收入水平和生活品味的提高以及房地產(chǎn)業(yè)的持續(xù)增長(zhǎng),軟裝飾企業(yè)應(yīng)運(yùn)而生,它從硬裝飾企業(yè)分離而來(lái)但又有著自己的特色。 本文基于對(duì)蘇州市經(jīng)濟(jì)發(fā)展總體情況、軟裝飾企業(yè)競(jìng)爭(zhēng)情況和當(dāng)?shù)叵M(fèi)者需求情況的深入分析,根據(jù)蘇州市新興軟裝飾藝術(shù)化、整體化、系列化、個(gè)性化的發(fā)展趨勢(shì),對(duì)目前蘇州軟裝飾企業(yè)營(yíng)銷渠道建設(shè)中存在的模式單一、忽略終端市場(chǎng)建設(shè)、追求短期利益、沒(méi)有充分利用網(wǎng)絡(luò)營(yíng)銷以及沒(méi)有實(shí)現(xiàn)整體優(yōu)化等渠道問(wèn)題及產(chǎn)生這些問(wèn)題的原因進(jìn)行了分析、并且針對(duì)性地提出了相應(yīng)的對(duì)策。最后,本文以蘇州OL公司為例探討了蘇州軟裝飾企業(yè)可以使用和借鑒的一些營(yíng)銷渠道策略且輔以實(shí)施辦法予以驗(yàn)證前述對(duì)策的實(shí)施效果。 本文運(yùn)用傳統(tǒng)營(yíng)銷、關(guān)系營(yíng)銷、服務(wù)營(yíng)銷、小區(qū)營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、整合營(yíng)銷等理論對(duì)蘇州軟裝飾企業(yè)構(gòu)建科學(xué)的營(yíng)銷渠道策略進(jìn)行了分析并加以運(yùn)用。希望通過(guò)傳統(tǒng)營(yíng)銷與現(xiàn)代營(yíng)銷相結(jié)合的辦法;展開(kāi)關(guān)系營(yíng)銷,與上下游產(chǎn)業(yè)鏈伙伴合作;啟用優(yōu)質(zhì)服務(wù),鞏固客戶群;營(yíng)造小區(qū)營(yíng)銷環(huán)境,提高影響力;深入開(kāi)展網(wǎng)絡(luò)營(yíng)銷,擴(kuò)大市場(chǎng)份額;進(jìn)而進(jìn)行渠道整合,實(shí)現(xiàn)整體效益最大化。以全面的、主動(dòng)出擊的營(yíng)銷渠道策略為蘇州軟裝飾從業(yè)者理清思路,進(jìn)而促進(jìn)企業(yè)走上良性發(fā)展的道路。
[Abstract]:With the growth of national economy, the improvement of income level and taste of national economy and the continuous growth of real estate industry, soft decoration enterprises emerge as the times require, which are separated from hard decoration enterprises but have their own characteristics. Based on the in-depth analysis of the overall economic development of Suzhou, the competition of soft decoration enterprises and the demand of local consumers, according to the development trend of art, integration, serialization and individualization of new soft decoration in Suzhou, this paper is based on the in-depth analysis of the overall situation of economic development, the competition of soft decoration enterprises and the demand of local consumers. At present, the mode existing in the marketing channel construction of Suzhou soft decoration enterprises is single, neglecting the end market construction and pursuing short-term interests. The channel problems such as network marketing and overall optimization are not fully utilized and the causes of these problems are analyzed, and the corresponding countermeasures are put forward. Finally, taking Suzhou OL Company as an example, this paper discusses some marketing channel strategies that Suzhou soft decoration enterprises can use and draw lessons from, and verifies the implementation effect of the above countermeasures with implementation methods. In this paper, the traditional marketing, relationship marketing, service marketing, community marketing, network marketing, integrated marketing and other theories are used to analyze and apply the scientific marketing channel strategy of Suzhou soft decoration enterprises. Through the combination of traditional marketing and modern marketing, we hope to carry out relationship marketing, cooperate with upstream and downstream industrial chain partners, enable high-quality service, consolidate customer base, create community marketing environment and improve influence. Carry out in-depth network marketing, expand market share, and then carry out channel integration to maximize the overall benefits. With the comprehensive, active marketing channel strategy for Suzhou soft decoration practitioners clear ideas, and then promote enterprises to embark on the road of benign development.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274;F426.92

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本文編號(hào)：2475172