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论文编号：	5777
作者编号：	2220110869
上传时间：	2013/12/4 15:27:29
中文题目：	LBY公司市场营销策略研究
英文题目：	Study on the Marketing Strategy of LBY Company
指导老师：	许晖
中文关键字：	建筑装饰行业 营销策略 产业链
英文关键字：	Architectural decoration industry Marketing strategy Industrial chain
中文摘要：	摘 要我国建筑装饰装修行业数量已经高达几十万家，从业人数和行业年产值不断增长,每年不少的企业在进入这个行业，也有相当多的企业被迫倒闭。这个行业已经成为国民经济重要组成部分，但竞争却越来越激烈。为什么行业前端的龙头企业规模越来越大，销售收入从几亿元到目前的一百多亿元，乃至上市成功，而有些企业却规模越做越小，从一线企业变成无奈的退出市场，这些问题在行业发展到今天值得我们去研究，虽然企业外部的经济环境良好，但是企业采用何种市场营销策略才能健康快速发展，这是一个非常关键的问题，也是本文重点研究对象。本文从理论、实践、案例三方面对LBY公司的营销战略进行陈述和剖析，全文共分六章。第一章绪论，提出本文的研究背景、研究问题及研究意义，设计本文的研究框架并进行相关的理论回顾；第二章运用现代市场营销学理论，通过PEST分析、波特的五力模型、SWOT矩阵分析各种理论知识和工具，分析分析LBY公司的营销环境；第三章构建LBY公司的营销战略，根据企业的自身条件出发对客户市场进行调研、市场细分、选择和定位；第四章针对所定位的目标市场，制订出与企业自身相匹配的营销组合策略，具体包括LBY公司的品牌策略、提高用户满意度策略、成本策略、服务策略和推广策略等，第五章提出LBY公司营销战略的控制策略，第六章总结全文，得出本文的研究结论，并指出研究的不足和研究展望。
英文摘要：	Abstract Number of architectural decoration industry in China has been as high as tens of thousands, at the same time every year there are a lot of enterprises in the join and exit, workers and industry output value increasing, the industry has become an important part of the national economy, but the increasingly fierce competition. Why industry front leading enterprise scale is more and more to play, from the hundreds of millions of far more than one hundred, and listed success, but some companies do more and more small size, and even helpless exit the market, these problems in the industry today is worth us to study, in the country is becoming more and more good big economic environment how to rapid and healthy development of the enterprise's marketing strategy is critical, it is also a key research object. In this paper. Taking LBY company as the background, using the modern marketing theory, through a variety of theoretical knowledge and tools, PEST analysis, porter's five model, SWOT matrix analysis and the STP theory, the theory combined with the enterprise's own strength for customer segmentation, choice and localization, according to the good target market positioning, develop with the enterprise itself that match the marketing mix strategy, achieve the goal of enterprise development.
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