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论文编号：	4078
作者编号：	2220100817
上传时间：	2012/3/15 14:21:48
中文题目：	北新建材住宅部品营销策略研究
英文题目：	Study on Marketing Strategy of BNBM HousingComponents Products
指导老师：	薛有志
中文关键字：	建材行业，市场营销 ，大客户 ， 渠道整合
英文关键字：	Building materials industry ,Marketing Key Account ,Channel Integration
中文摘要：	进入21世纪，经济全球化进程明显加快，市场竞争异常激烈。特别是2008年全球金融危机爆发后企业面临的经营环境变得复杂多变。中国制造业面临国际大宗商品持续涨价和人工成本不断上升的压力。中国的房价居高不下，国家对房地产行业进行宏观调控，房地产作为国民经济支柱型产业的地位受到了挑战，持续调控抑制了房地产行业的投资，加快了房地产行业的整合。作为房地产行业的下游产业住宅部品行业必然受到市场下滑的影响。在市场萎缩的状况下，企业急需调整营销策略保持竞争优势实现可持续发展。为了解决民众的住房需求，国家出台政策大力建设保障性住房。面对保障性住房建设的巨大市场和发展机遇，企业如何调整经营战略，参与保障性住房建设的巨大市场。本文以中国新型建材行业的领军企业-北新集团建材股份有限公司（以下简称“北新建材” ）为研究对象，以市场营销及战略管理为理论基础，详细介绍了北新建材企业基本情况；运用五力分析法对北新建材所处行业的竞争状况进行了分析；运用SWOT分析法分析了北新建材的内部优势、劣势以及外部的机会和威胁。介绍了北新建材执行的产品、市场推广、制高点、价格等营销策略。客观分析了北新建材营销工作面临的难点和存在的问题。在宏观环境变化的背景下，为解决面临的难点和存在的问题，本论文提出了大客户策略、政府主导保障房项目策略、渠道整合策略，为实现这些策略调整了北新建材营销系统的组织结构，以战略合作方式作为切入点与大客户和政府主导保障房项目展开合作。最终使北新建材的营销策略从“以产品为中心”向“以客户为中心”转变，由渠道掌握客户资源向企业掌握客户资源转变。另外，由于论文主要以北新建材作为案例进行分析，缺少其它大公司营销策略方面的研究分析，该营销策略改进后的实施效果有待在实践中检验，该策略是否具有行业的代表性还需要进一步验证，所以本文的研究内容和结果具有一定的局限性。希望这些策略能进一步提升北新建材经营水平，保持竞争优势，也为同行企业提供一些借鉴和参考。
英文摘要：	The economic globalization has been obviously expedited after entering the 21st century and the market competition has become extremely fierce. The operation circumstance for enterprises has turned to be more complex and variable especially after the 2008 global financial crisis. Chinese manufacturing industry is facing the pressure from the continuous price rise of major international commodities and the increase of labor cost. The government has launched macro-control to the real estate industry considering the high house price in China, and thus the position the real estate industry as the pillar industry in national economy has been challenged, which speed up the integration of the industry. Regarding the housing components industry, the downstream industry of real estate industry, will surely be affected by the market decline. Under such market depression conditions, enterprises shall adjust their marketing strategies to retain competitive edge and achieve sustainable development. To meet the housing demand of the common people, national policy has been made to vigorously construct the indemnificatory apartments. Facing the huge market of indemnificatory apartments construction and development opportunities, how do enterprises adjust their operation strategy to enter this market. This paper, with Beijing New Building Materials PLC( hereinafter referred to as BNBM )-the leading enterprise of Chinese new building materials industry as the object of study, and marketing and strategic management as theoretical basis, introduces the basic information of BNBM in detail, analyses its inner advantages and disadvantages as well as its outside opportunities and threat by adopting the SWOT analytical method, presents its marketing strategies as product, market popularization, commanding heights and pricing etc. and objectively discusses the marketing difficulties and existing problems facing BNBM. Under the background of changed macro circumstances and in order to solve the difficulties and existing problems, this paper proposes the Key Account Strategy, government-led indemnificatory apartments strategy and channel integration strategy, and adjusts the organizing structure of BNBM marketing system in order to realize those proposed strategies by adopting the strategic cooperation method as the cut-in point in the cooperation with key accounts and government-led indemnificatory apartments projects. And ultimately, the goal is to change the marketing strategy of BNBM from “Product-oriented” into “Customer-oriented” and to transform from channel holding customer resources into enterprise holding customer resources. In addition, since this paper is mainly utilize BNBM for case study lacking the marketing strategy analysis from other enterprises, the effect of this marketing strategy needs to be further approved in real practice and further verification needs to be launched to validate whether this marketing strategy is representative within the industry, thus there is kind of limitation of the study and its results of this paper. Wish this marketing strategy can further improve the operation skill of BNBM to remain its competitive edge and provide reference for other enterprises within the industry as well.
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