湖南DBL装饰材料公司营销策略研究

发布时间：2018-07-05 16:06

本文选题：营销策略 + 竞争　；参考：《中南大学》2006年硕士论文

【摘要】： 强化木地板行业生产能力的过剩，产品同质化趋势以及市场的过度膨胀引发品牌间的无序竞争，“价格战”“服务战”随之而起；业内企业整合营销策略势在必行。本文根据市场经济发展规律，按照“分析、计划、执行、监控”的营销管理结构，结合DBL装饰材料有限公司的实际情况，在对市场营销环境与消费者行为进行了认真的分析的基础上，提出了DBL装饰材料有限公司市场定位；营销战略方向是以国内市场家庭消费者为目标市场，从消费者的需求出发，美化目标消费者的家庭环境，同时以“走自然之路，，享回归之美”为品牌理念进行整合传播，体现“地宝”的品牌价值和品牌精神。围绕DBL装饰材料有限公司的营销目标，沿着战略方向，设计了产品策略，价格策略，渠道策略和促销策略。最后，本文结合相关的管理理论，本人在DBL装饰材料有限公司工作的体会以及公司现行的管理状况，提出了DBL装饰材料有限公司成功实施营销策略计划的支持体系。
[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.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F274;F426.92

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