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论文编号：	2983
作者编号：	2220081052
上传时间：	2011/3/29 10:08:45
中文题目：	中文题目：青岛金楷装饰工程有限公司营销战略研究
英文题目：	英文题目：Qingdao Genkai''s Company Marketing
指导老师：	张永强
中文关键字：	关键词： 建筑装饰 金楷公司 营销战略 大客户营销
英文关键字：	Key words： Architectural decoration Genkai Marketing strategy
中文摘要：	摘要 随着人民收入水平的提高和国民经济的发展，我国装饰行业市场，增长势头强劲，前景令人看好。但是，随着市场逐步走向成熟，以及宏观环境的变化，建筑装饰市场被分得越来越细、越来越专业，企业竞争越来越激烈。如何不断提升装饰工程企业的市场竞争力已成为企业决策层关注的重点。 本文以战略营销理论为指导，以青岛金楷装饰工程有限公司为研究对象，通过对金楷公司内外部环境的分析，梳理出公司内部管理发展的方向和对外营销战略的主线，并提出公司营销战略的实施对策。 本文的研究，旨在使青岛金楷装饰工程有限公司健康稳定的发展，在面临外资装饰企业的强势加入，和其他建装公司带来的激烈竞争时，转挑战为机遇，使金楷公司在建筑装饰行业获得更大的优势和长久的竞争力。 本论文共分为六章：第一章是绪论，主要阐述论文的选题背景和选题意义、研究思路和研究框架，为整篇论文的研究奠定总的基调。第二章回顾了战略营销理论以及SWOT分析工具，是整篇论文的理论基础和支撑。第三章主要阐述了青岛金楷公司的内外部环境，运用相关分析工具对金楷公司的宏观环境，行业环境和微观环境进行分析。第四章从企业实际出发研究了金楷公司的营销战略目标和战略选择。第五章从产品的创新，组织结构的完善，品牌文化的打造，人力资源体系的构建以及客户关系的优化五个方面阐述了金楷公司营销战略的实施对策。第六章是结论，对本文的研究进行归纳和总结。 本文阐述了金楷公司的营销战略构想，致力于将营销理论与公司实际，以及建筑装饰行业现状相结合，探究有效的、可实施的营销战略对策及建议，使公司走上专业化，规范化的管理和发展模式。
英文摘要：	Abstract With the development of China’s economy and the improvement of people’s income, the architectural decoration market in china currently still maintains a positive rising trend and a promising future. However, in order to keep pace with the maturity of the market and the changement of the macro environment, the decoration market is divided into more specific and professional pieces and we have to admit that there is a fierce competition between major firms. Therefore, it becomes quite important to improve the competitive capacity of decoration enterprises in managing decisions. In this paper, strategic marketing theory works as a guide to study the case of Qingdao Genkai decoration company Ltd. Through the analysis of its internal and external environment, we formulate the direction of internal management development and the main line of external marketing strategy and present some countermeasures for implementation. This paper, aims to make stable and healthy development in Genkai so that we can change challenges into opportunities under the background of the continual and forceful overseas-funded enterprises’ coming and the fierce competition between us. As a result, we can make Genkai obtain more advantages and long-term competitiveness in decoration fields. The paper is divided into six chapters. The first chapter is an introduction, describing the background and significance of the research paper as well as ideas and research framework. We also set the tone for the whole paper in this chapter. The second chapter reviews the theory of Strategic Marketing and SWOT analysis tool to support the whole paper in theoretical basis. The third chapter is mainly about the internal and external environment of Genkai. By using some analysis tools, we talk about the macro environment, the industry environment and the micro environment for the company. The fourth chapter talks about strategic objectives and strategic choices from a practical point. In chapter five, we present the marketing strategy in terms of productive innovation, the improvement of the organizational structure, the foundation of the brand culture, team building, and the optimization of customer relations. Chapter six is the last chapter. It is a conclusion, also a summary. This paper explains the marketing strategy ideas of Genkai. We focus on exploring effective and feasible marketing strategy solutions and suggestions to make our firm more specialized and standardized during its development and management in consideration of combing the decoration theory with the company status and the current situation of decoration industry.
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