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论文编号：	8855
作者编号：	2120142794
上传时间：	2016/12/9 11:46:50
中文题目：	阿西兰德公司营销战略研究
英文题目：	Achiland corporation
指导老师：	刘建华
中文关键字：	营销战略；城乡一体化；市场定位；营销策略；营销组合
英文关键字：	marketing strategy；city and countryside integration；marketing positioning；marketing strategy；marketing mixture
中文摘要：	随着国家对国内房地产市场的大力调控，大批民营房地产企业在大浪中奄奄一息，直接影响着以房地产行业为生存依托的建筑设计行业的发展环境，行业内竞争激励、行业市场容量骤减、行业发展失衡，使得建筑设计行业迎来了许久未见的冬天。“十二五”期间，国家大力倡导新时期发展规划方针和城镇化发展道路，加之《国家新型城镇化规划（2014—2020年）》在2014年3月份的推出，使得我国基础设施建设方面有了新的发展转折点。能否抓住改革的思路、顺应国家建设发展方向、满足国家城镇化发展的需求、找到企业生存发展点，是建筑及建筑设计等相关行业能否再一次抓住生存发展契机的关键点。 本文通过运用环境分析工具、市场定位理论、战略相关理论及营销策略组合相关理论，对阿西兰德建筑设计有限公司在市场环境、竞争环境发生变化的情况下，公司如何应对生存危机并找寻发展出路的实例进行研究与分析。首先，对公司政治环境、社会环境、经济环境、技术环境等进行分析，并结合国内经济发展形势、政策导向以及行业竞争势态，对行业竞争者、客户群体、潜在进入者等进行了分析，了解公司宏观发展环境与竞争环境。其次，对公司发展状况，运用SWOT分析法对公司自身的优势、自身的劣势以及面对的机会与威胁等进行分析，了解公司发展现状。最后，通过对市场进行细分、目标市场选择以及对目标市场定位，进而，对最终确定营销战略的选择、营销战略的实施与保障的过程和要点进行了全面的分析。在营销战略选择后的几年间，公司的经营和发展得都到了稳步的提升，公司的营销战略得到了良好的实施与保障，公司的营销战略选择取得了胜利。 通过研究阿西兰德公司在市场及竞争环境发生变化下，公司营销战略的选择、实施与保障，了解公司的战略选择历程，对今后分析类似公司在严峻环境下的生存和发展是有借鉴作用和实际研究价值的。研究阿西兰德公司对当时市场和环境的准确分析、对公司战略发展方向的正确选择及对公司整体发展思路的理解，可以对今后公司营销战略的选择和实施有指导意义。
英文摘要：	As countries of the domestic real estate market regulation, a large number of private real estate enterprise dying in the wave, a direct impact on the real estate industry as the survival depends on the architectural design of the development of the industry environment, industry competition motivation, lost a lot of market capacity, industry development imbalances, the Achiland design industry has resulted in a long time did not see the winter. 12th five-year plan, the state vigorously advocated in the new period development planning policy and urbanization development path, combined with the national new urbanization planning (2014-2020), "launched in March 2014, makes the infrastructure in our country has a new development turning point. Seize reform ideas, comply with the national construction development direction, meet the needs of national urbanization, find enterprise survival, is construction and architectural design and other related industries can seize the opportunity of survival development key point again. In this paper, by using environmental analysis tools, market positioning theory, strategy theory and marketing strategy combination of related theories, the ash rand Achiland design co., LTD., in the market environment, competition environment change， the company how to deal with the survival crisis and seek development way research and analysis of examples. First of all, on the company's political 、social 、economic、technology environment, such as analysis, combined with domestic economic development situation, policy guidance, and industry competition situation, competitors, customers, potential entrants to the industry are analyzed, such as understanding company macro development environment and competitive environment. Second, their own advantages and disadvantages to the company and in the face of opportunities and threats, understand the current situation of the development of company. Finally, based on a target, finally determine the choice of marketing strategy, thus to marketing strategy implementation and guarantee the process and key points of comprehensive analysis. In the marketing strategic choice for the next few years, the company's operation and development is to steadily increase, the implementation of the marketing strategy of the company are a good and guarantee, the company's marketing strategy choice won. By studying the ash at the rand corporation and competition in the market environment changes, the company marketing strategy selection, implementation and guarantee, understand the company's strategy choice, analysis for the future similar companies in the severe environment of the survival and development is of reference and practical research value. Achiland corporation study on the current market and accurate analysis of the environment, on the company's strategic development direction of the correct choice and understanding of the company's overall development, can choose for the future of the company's marketing strategy and implementation has a guiding significance.
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