毕业论文—力天装饰公司营销策略研究与对策分析.doc

河 北 工 业 大 学 毕 业 论 文 学 院： 经济管理学院 系(专业)： 市场营销 题 目： 力天装饰公司营销策略研究与对策分析 毕业设计（论文）中文摘要 力天装饰公司营销策略研究与对策分析 摘要： 家装行业是一个新兴的服务行业。近十多年来，伴随着我国经济的快速发展和城镇化进程的加快，家装行业得到了迅猛发展。天津作为中国第三大直辖市，随着北方经济中心的定位以及滨海新区的建立，吸引了众多看好天津发展的人士来津工作生活。据不完全统计，目前天津家装市场上家装公司多达3000余家，包括品牌家装公司、中小型家装公司和大量无资质的装修游击队。天津阳光力天建筑装饰有限公司是天津成立较早的一家专业性装饰公司，面对激烈的市场竞争，力天装饰从2008年开始采用会议营销的方式，最初几年取得了较好的效果。但是由于各大装饰公司竞相模仿会议营销，力天装饰公司会议营销出现了邀约工作越来越难、到场人数经常达不到目标、订单成交概率不高等问题。本文首先分析了天津市家装行业宏观环境、行业环境以及力天装饰公司的目标消费者，得出会议营销对力天装饰公司的适用性和力天装饰进行会议营销的SWOT分析表；进而在调研力天公司的基础上，结合服务营销的理论，提出了相关建议，以期通过改进力天装饰公司的会议营销来实现公司销售状况的改善。 关键词： 家装 力天装饰 会议营销 营销策略 毕业设计（论文）外文摘要 Title ：Study on Marketing Tactics of Litian Decortion Enterprise Abstract Home decoration is an emerging service industry. During the last ten years,with the strong pull of China’s rapid economic development and the development of urbanization,home decoration industry has got rapid development.Tianjin is China’s third largest municipality directly under the central government,with the positioning of the economic center of the North and the establishment of Binhai new areas,it attracts lots of people to work here.According to incomplete statistics,there are about 3000 enterprises in Tianjin,including brand companies, small and medium-sized and large numbers of unqualified decoration guerrillas.Tianjin Sunshine Litian Construction and Decoration Co.Ltd. is one of the earliest enterprises in Tianjin,facing the intense market competition,Litan decoration has adopted conference marketing,the first years has achieved good results.But the decoration companies competing to imitate the conference marketing,the inviting work becomes more difficult,the persons often cannot reach the target,the number of orders often fail to pick up.In this paper,based on a study on the macro environment and industry environment and the target customers, it gets the applicability of the conference marketing and the SW