【摘要】：隨著國民經(jīng)濟的增長、國民經(jīng)濟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,軟裝飾企業(yè)應運而生,它從硬裝飾企業(yè)分離而來但又有著自己的特色。 本文基于對蘇州市經(jīng)濟發(fā)展總體情況、軟裝飾企業(yè)競爭情況和當?shù)叵M者需求情況的深入分析,根據(jù)蘇州市新興軟裝飾藝術化、整體化、系列化、個性化的發(fā)展趨勢,對目前蘇州軟裝飾企業(yè)營銷渠道建設中存在的模式單一、忽略終端市場建設、追求短期利益、沒有充分利用網(wǎng)絡營銷以及沒有實現(xiàn)整體優(yōu)化等渠道問題及產(chǎn)生這些問題的原因進行了分析、并且針對性地提出了相應的對策。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銷渠道策略且輔以實施辦法予以驗證前述對策的實施效果。 本文運用傳統(tǒng)營銷、關系營銷、服務營銷、小區(qū)營銷、網(wǎng)絡營銷、整合營銷等理論對蘇州軟裝飾企業(yè)構建科學的營銷渠道策略進行了分析并加以運用。希望通過傳統(tǒng)營銷與現(xiàn)代營銷相結合的辦法;展開關系營銷,與上下游產(chǎn)業(yè)鏈伙伴合作;啟用優(yōu)質(zhì)服務,鞏固客戶群;營造小區(qū)營銷環(huán)境,提高影響力;深入開展網(wǎng)絡營銷,擴大市場份額;進而進行渠道整合,實現(xiàn)整體效益最大化。以全面的、主動出擊的營銷渠道策略為蘇州軟裝飾從業(yè)者理清思路,進而促進企業(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.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F274;F426.92

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本文編號：2475172