卓尔论文：卓尔饰公司营销策略研究.docVIP

卓尔论文：卓尔家饰公司营销策略研究 【中文摘要】本文是一篇案例研究论文。作为新兴市场——家饰行业的一员老兵,卓尔家饰已经走过了12个年头。作为地处珠三角制造行业的中小型企业,面临与其行业有着高度关联的地产行业调控在全国如火如荼地展开之时,如何在新的挑战中发展壮大,如何提高卓尔品牌的知名度和美誉度,如何在目前还是红海的惨烈市场竞争中脱颖而出,成为卓尔公司2011年必须要解决的重要命题。本文从行业状况研究和卓尔自身发展的特点分析出发,依据营销战略的一些基本原理,利用市场调查、数据研究及众多的理论分析工具,如PEST、价值链分析、STP营销战略分析法、BCG矩阵等,总结诊断出卓尔家饰在营销方面现存的主要问题。我们发现,卓尔公司目前的产品结构失衡、产品价格逐渐走低、渠道简单的管理模式越来越不能适应公司品牌战略的需要,其两地分化的组织结构也阻碍了卓尔家饰的进一步市场拓展。这些问题的发现,需要我们在接下来的年度里,要逐步根据卓尔公司的实际情况,进行改进或变革。在本文的第五章,重点阐述了卓尔在产品、渠道、组织架构等方面需要进行改进的方面,从而提出了“简化品类,优化结构”的产品品类变革方针、“渠道沉降、品牌提升”的营销战略和“收缩、优化、巩固、提高、发展”的渠道变革原则；通过对组织架构进行一些变革,加强对营销战略计划的执行和监测评估,促使卓尔在2011年度能够有一个既快速,又稳健的发展。 【英文摘要】The thesis is on cases study.As a veteran in an emerging market of house ornamentation industry, Zhuoer Co. has been operating for 12 years. As one of the SME of manufacturing industry located in Pearl River Delta which is under the circumstances of flourishing countrywide macroscopic readjustment and control in a highly correlated industry, the real estate industry, Zhuoer Co.’s important mission needed to be fulfilled in 2011 is to come up with ways of achieving further development in new challenges, enhancing brand’s recognition and reputation and standing out in nowadays highly competitive market.Starting from aspects of study on industrial situation and analysis of development characteristics in Zhuoer Co. based upon applying to some fundamental principles in marketing strategy, the thesis gives a comprehensive diagnosis of principal problems existing in the current marketing of Zhuoer Co. by utilizing theoretically analytical tools in the field of market survey and data research, such as PEST, value-chain analysis, STP marketing strategy analysis and BCG matrix, etc.. It’s exposed that the current unbalanced product mix, gradually declining product price and single-channel management mode in Zhuoer Co. have become increasingly unable to cater to the demands of corporate brand strategy, what’s more, the differentiated organizational structure has also hindered the furthe