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论文编号：	7716
作者编号：	2220110796
上传时间：	2015/12/1 14:31:38
中文题目：	天津科泰装饰板业公司体验营销策略研究
英文题目：	Research of Tianjin Ketai Decorative Industry Company’s Experience Marketing Strategy
指导老师：	吴晓云
中文关键字：	科泰公司 创意生活体验店 体验营销 竞争优势
英文关键字：	Ketai company, creative life experience, experience marketing, competitive advantage
中文摘要：	随着我国城镇化建设速度的加快、房地产市场的复苏、以及居民生活收入 水平的提高,家居市场存在很大的增长空间和预期。对于当前中国家居企业而 言,如何找准自己的经营模式,厘清经营理念,改善自身经营绩效是迫在眉睫 必须要解决的问题,也是当前家居企业管理层在商业实践中最经常讨论到的话 题。 本文以中国家居行业的营销现状为背景,以科泰装饰板业有限公司为对象, 在 STP 理论、体验营销理论和服务营销理论的指导下,分析了科泰公司的营销 现状和存在的问题,并创新性的为科泰公司体验营销策略的制定提供了管理建 议,同时为科泰公司体验营销策略的实施落实提供了保障方面的建议。 具体来讲,本文的研究内容主要有以下几个方面: 第一章,绪论。本章首先回答了为什么要研究本选题的问题,即对研究选 题背景和意义的描述;其次回答了如何研究本选题的问题,即对本文的研究框 架、研究内容和研究方法进行相应的介绍。 第二章,相关理论回顾。本章涉及到的理论有 STP 理论、体验营销理论和 服务营销理论,以期对后面的研究起到理论指导的作用。 第三章,天津科泰装饰板业公司现状及存在问题。首先对中国家居市场的 发展现状进行了描述;其次对科泰公司的经营现状进行了介绍;最后对科泰公 司营销中存在的问题进行了探讨和分析。 第四章,天津科泰装饰板业公司体验营销策略的优化。本章强调了科泰公 司在打造创意生活体验店的过程中要注重沟通体验策略、在装修方式上要加强 对氛围的设计、在运营过程中要把顾客的全面服务体验放在重中之重。 第五章,天津科泰装饰板业公司体验营销策略的实施保障。本章从体验营 销的品牌建设、优化组织结构和完善售后服务体系三个方面进行论述。 第六章,结论。本章是对本文研究的总结和局限与展望。
英文摘要：	With the rapid urbanization of China, the recovery of the real estate market, and the improvement of residents’ income, the home furnishing market has a lot of space to grow. For China's home furnishing enterprises, how to find out their business models, how to clarify the management ideas and improve their business performance should be solved right now. These questions are also often discussed by the home furnishing managers. Based on the marketing status quo of China's furniture industry, this article chooses Ketai Compamy as the research object, and reviews some theories, such as STP theory, experience marketing and service marketing. Then this article analyzes the Ketai company’s marketing situations and problems, provides some innovative advices for Ketai company’s experience marketing strategy, and some security advices for the implementation of Ketai’s experience marketing strategy. In particular, this article mainly has the following several aspects: The first chapter, introduction.This chapter answers the question of why do we want to study this topic firstly, namely the research background and research significance; Secondly, we answers the question of how to research this topic, namely the research framework of this paper, the research content and research methods. The second chapter, the review of relevant theories. This chapter involves STP theory, experience marketing and service marketing, they are supposed to give some theoretical guidances for this research. The third chapter, Ketai compony’s present situation and existing problems. Firstly, the development of Chinese home furnishing market’s present situation are described; Secondly, this article introduces the present situation of Ketai company; Finally, Ketai company’s marketing problems are discussed and analyzed. The fourth chapter, the optimization of Ketai company’s experience marketing strategy. This chapter emphasizes that Ketai company should pay more attention to communications with customers, the atmosphere of the design, and the services to customers in establishing the creative life experience store. The fifth chapter, the security implementation of the Ketai company’s experience marketing strategy. This chapter discusses the brand construction, optimizing the organizational structure and perfect after-sales service system of the experience marketing strategy. The sixth chapter, conclusion.This chapter is the summary of this research and the limitations and prospects.
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