發(fā)布時(shí)間：2018-07-23 20:06

【摘要】： 伴隨我國(guó)國(guó)民經(jīng)濟(jì)的快速發(fā)展,以房地產(chǎn)開發(fā)、建筑及建筑裝飾、裝修材料構(gòu)成的產(chǎn)業(yè)集群蓬勃發(fā)展,同時(shí)隨著生活水平、文化素質(zhì)的不斷提高,人們對(duì)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(gòu)房、居室裝飾裝修成為消費(fèi)熱點(diǎn),舒適、美觀、高雅,具有濃郁文化內(nèi)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(fèi)者對(duì)裝飾材料的了解也越來越多,使得消費(fèi)越來越理性,越來越成熟,同時(shí)品牌、商家之間的競(jìng)爭(zhēng)也日益激烈,市場(chǎng)已由原來的賣方市場(chǎng)轉(zhuǎn)變?yōu)橘I方市場(chǎng),很多商家由于缺乏有效的市場(chǎng)營(yíng)銷戰(zhàn)略而進(jìn)入了經(jīng)營(yíng)困境。 本文中的飛揚(yáng)公司是東陶衛(wèi)生潔具在大連的經(jīng)銷商,本文通過對(duì)飛揚(yáng)公司的經(jīng)營(yíng)現(xiàn)狀的描述,指出飛揚(yáng)正處于銷售持續(xù)下滑的困境,并依據(jù)MBA所學(xué)的管理知識(shí),深入分析、研究飛揚(yáng)問題的成因,探討市場(chǎng)營(yíng)銷策略對(duì)公司發(fā)展的重要作用,并期望本文能對(duì)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(yáng)公司的起步及發(fā)展情況;然后介紹了大連市房地產(chǎn)市場(chǎng)和對(duì)衛(wèi)生潔具的需求的狀況;接下來對(duì)消費(fèi)者購(gòu)買行為和競(jìng)爭(zhēng)對(duì)手進(jìn)行了分析;最后詳細(xì)描述了飛揚(yáng)在市場(chǎng)營(yíng)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(chǎn)品的相關(guān)知識(shí),然后從產(chǎn)品的構(gòu)成、價(jià)格、促銷、服務(wù)四方面來分析導(dǎo)致飛揚(yáng)銷售下滑的因素。最后在對(duì)案例綜合分析的基礎(chǔ)上,對(duì)飛揚(yáng)公司的整體營(yíng)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(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F274;F426.92

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 莊貴軍;關(guān)系市場(chǎng)與關(guān)系營(yíng)銷組合:關(guān)系營(yíng)銷的一個(gè)理論模型[J];當(dāng)代經(jīng)濟(jì)科學(xué);2002年03期

2 張雷;;建材流通領(lǐng)域市場(chǎng)營(yíng)銷分析[J];江蘇建材;2006年04期

3 劉暉;論產(chǎn)品策略和價(jià)格策略與公眾消費(fèi)心理[J];遼寧經(jīng)濟(jì);2002年07期

4 王積儉,向鑫;消費(fèi)心理因素對(duì)營(yíng)銷的影響[J];企業(yè)經(jīng)濟(jì);2002年02期

5 劉新生;經(jīng)銷商的營(yíng)銷策略[J];沿海企業(yè)與科技;2004年10期

6 韓繼先;中國(guó)建材市場(chǎng)的發(fā)展現(xiàn)狀與趨勢(shì)[J];中國(guó)建材;2004年08期

，

本文編號(hào)：2140504