联系我们

论文查询结果	返回搜索

论文编号：	13398
作者编号：	2320180306
上传时间：	2022/6/14 13:04:08
中文题目：	SU家具制造有限公司办公家具营销策略研究
英文题目：	Research on Office Furniture Marketing Strategy of SU Furniture Manufacturing Co., Ltd
指导老师：	杨坤
中文关键字：	办公家具；市场定位；服务营销；营销策略
英文关键字：	Office Furniture; Market Positioning; Service Marketing; Marketing Strategy
中文摘要：	中国的办公家具行业经历了30多年的快速发展，企业的数量、规模、员工数量、生产能力、产值和效益都增加了几十倍或几百倍，国内办公空间环境也在不断改善。但是目前中国城市居民中，办公家具的拥有率仅为6.8%，远低于欧美水平，加上经济快速发展对办公家具企业生产、经营实力要求的不断提高，贸易战的升级，新冠疫情的出现以及科技进步带来远程办公的快速发展，这些都对办公家具经营企业提出了更高的要求。SU公司虽然为一家综合型集团公司，拥有强大的资源及品牌支持，但作为一家成立三十年的企业，在营销策略方面仍存在许多问题，如何通过改变营销策略，让SU公司在市场中提升竞争力是亟待解决的问题。 本文以家具行业发展历程与社会经济高速发展对家具行业影响为研究背景，针对SU公司目前现状提出问题、分析成因，SU公司以及其经销商营销问题既源于其固有的特性及其传统的理念，也在一定程度上受制于总部对其管理模式。继而运用营销管理及市场环境分析等相关理论，分析SU公司所处的宏观环境及行业竞争环境，通过对市场细分，改进渠道冲突，结合SU公司自身资源优势，将目标市场选择更加细分，SU公司应进一步改进营销策略，提升其综合性的专业能力，提高品牌影响力，从而形成核心竞争力。根据客户资本性质及业务类型，在分析客户需求的基础上，从产品、价格、商业推广、过程、人员、有形展示等方面提出SU公司营销策略，具有实践价值。 本文通过对SU公司营销策略的研究分析，除对SU公司的发展具有现实意义外，也希望能够对家具行业的发展和管理建设提供借鉴意见。
英文摘要：	China's office furniture industry has experienced rapid development for more than 30 years. The number, scale, number of employees, production capacity, output value and benefits of enterprises have increased by dozens or hundreds of times, and the domestic office space environment is also improving. However, China's city residents, office furniture ownership rate is only 6.8%, far below the level of Europe and the United States, coupled with the rapid economic development of office furniture enterprises production and operation strength requirements continue to improve, the upgrading of trade war, the emergence of COVID-19 and the rapid development of technology and technology brings the remote office, all of which put forward higher requirements for office furniture business enterprises. Although SU company is a comprehensive group company with strong resources and brand support, as an enterprise established for 30 years, there are still many problems in marketing strategy. How to improve the competitiveness of SU company in the market through changing marketing strategy is an urgent problem to be solved. Firstly, this thesis analyzes the inherent development process and social problems of SU furniture company, which is not only restricted by the development process of its furniture industry, but also restricted by the traditional development mode of SU furniture company. Then, using the relevant theories of marketing management and market environment analysis, this thesis analyzes the macro environment and industry competition environment of SU company. Through market segmentation, improving channel conflict, combined with SU company's own resource advantages, the selection of target market is more subdivided. SU company should further improve its marketing strategy, enhance its comprehensive professional ability, improve its brand influence, and form its core competitiveness. According to the nature of customer capital and business type, based on the analysis of customer demand, this thesis puts forward the marketing strategy of SU company from the aspects of product, price, business promotion, process, personnel and tangible display, which has practical value. Through the research and analysis of the marketing strategy of SU company, this paper not only has practical significance for the development of SU company, but also hopes to provide reference for the development and management construction of furniture industry.
查看全文：	预览  下载(下载需要进行登录)