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论文编号：	5185
作者编号：	2120102457
上传时间：	2013/6/5 8:28:04
中文题目：	A公司木塑产品市场拓展策略研究
英文题目：	Marketing Strategy Research on Wood-plastic Products
指导老师：	胡望斌
中文关键字：	木塑复合地板;营销分析;市场拓展
英文关键字：	wood-plastic composite flooring;marketing;market development
中文摘要：	木塑复合材料是新型材料，刚一问世就广受关注，因其兼备天然纤维和人造材料（塑胶、树脂等）的优点，在各领域都有非凡应用。并有完全替代木材、部分钢材、铝型材和板材的趋势。木塑复合材料取材于废塑料、废木材，因此解决了资源再利用的社会难题。在我国目前的节能减排和资源重复利用的鼓励政策下结合企业内在发展需求、开发新的利润增长点的内外两层作用下，我国兴起木塑产品的开发与应用热潮。本文在市场营销理论的指导下，结合A公司的实际情况和发展要求，对其木塑产品的市场拓展进行研究。首先，本文通过对木塑行业发展现状、需求与供给情况及未来发展进行预测，分析木塑行业的发展前景，结合A公司现状与资源能力，指出A公司选择木塑项目做为公司的新兴业务，是在公司内外部环境共同作用下的必然选择。然后，通过对A公司进行SWOT分析，结合市场细分理论进行木塑产品的市场细分来确定目标市场，并确定具体的市场拓展方案。根据市场细分分析，A公司木塑地板定位于中高端木地板品牌，注重品质、价格实惠、外观时尚，无污染健康品牌。在产品策略上，进行产品结构的调整和产品线的延伸；品牌策略上，实施统一品牌策略，打造木塑地板行业名牌；价格策略上，实施规范化策略，统一定价；在渠道策略上，向消费者推广和试用产品，得到消费者认可，从“认知度”向“美誉度”发展为目标，采取以下四类渠道进行推广：门店销售、装饰公司、大中型楼盘小区推广、建材超市、工程销售。最后，本文给出了A公司木塑产品市场拓展策略的实施保障措施。
英文摘要：	WPC is a new material, that had just been invented, it has drawn wide attention. Because also have natural fibers and synthetic materials (plastics, resins, etc.) advantages are remarkable applications in various fields. And have completely replace wood, some steel, aluminum trend. WPC is made with waste plastic, waste wood, thus solving the social problems recycling. In current energy conservation and the encouragement of recycling policies, combined with the corporation development needs, develop new profit growth point needs, WPC development and application began to upsurge in China. Under the guidance of marketing theory, combined with Company A's actual situation and development requirements, this paper research Company A's WPC products marketing strategy. Firstly, through the WPC industry development status, the demand and supply situation and to predict future developments. By analyzing the WPC industry, development prospects, combined with the Company A's situation, the paper noted that Company A select WPC project as the company's new business is the internal and external environment of the company under the action of the inevitable choice. Then, through the Company A SWOT analysis, market segmentation theory, the paper carried WPC products market segmentation to identify target markets, and to identify specific marketing programs. According to market segmentation analysis, A company located in the high-end WPC flooring brands, focus on quality, affordable, stylish, clean healthy characteristics. Product strategy, product structure adjustment and product line extensions; Brand strategy, the implementation of a unified brand, build a brand of WPC flooring industry; price strategy, the implementation of standardized policies, uniform pricing; channel strategy, promotion and trial products to consumers, recognized by consumers, from the "awareness" to "reputation" development as the goal. Take the following four channels to promote: store sales, decoration companies, medium-sized residential real estate marketing, building materials supermarkets, Project Sales. Finally, this paper gives a company A WPC product market expansion strategy implemented safeguards.
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