浅谈地板行业的市场开发与推广_毕设论文.doc

中州大学毕业论文 浅析“地板产品的市场开发与推广” 学 院：经济贸易学院 专 业：市场营销 学 号：201128080107 姓 名：张硕 指导教师：秦晖 成 绩： 提交时间： 摘要 随着国内房地产、装饰装修工程量的增长和国际市场的进一步开发,我国木地板产业链获得了广阔的发展空间,目前已基本形成了从生产、销售、铺设到售后服务的木地板产业格局,但同时也存在原材料紧缺、贸易壁垒和企业自身的参差不齐等问题。在新时期,我国地板行业产业链同时面临着机遇和挑战。本文旨在对我国地板行业及其相关产业进行比较系统的分析,通过对地板行业产业链的深入调研获得的大量数据、资料,运用产业链及其相关理论,从物流、信息流、价值流三个方面来展现该行业中现状及发展中存在的质量、意识、技术、创新和信息不对称等问题,探明地板行业经济技术流程,揭示了地板行???产业链区域分布、增值差异等规律,阐明未来我国地板行业的发展趋势,并着重以红星美凯龙为重点研究对象,对其产业链中的资源利用率进行深度实证分析。针对如何进一步优化地板行业产业链,使之更好地适应市场经济发展要求，本文研究的主要内容是:一,地板行业的特点,市场细分和结合地板在郑州地板行业的优势劣势分析以及竞争对手的情况,进行有效的目标市场选择。二,在前面一点的研究基础上,如何采用科学而合适的营销策略,包含产品策略、定价策略、分销策略、推广策略以及所有策略的科学组合,力争在成本可以接受的前提下能够有效地开发郑州市场。 关键词：地板产品；营销环境；核心竞争 abstract As the growth of the domestic real estate, decoration of quantities the further development of the international market, Chinas wood industry chain won broad space for development, now has been basically formed from the production, sales, and laid the wood floor industry situation of after-sales service, but at the same time, it exists the shortage of raw materials, trade barriers and the enterprise itself is uneven. In the new era, Chinas flooring industry chain at the same time facing the opportunities and challenges. The purpose of this paper is to compare flooring industry and related industries in our country the system analysis, through to the flooring industry chain of in-depth investigation of a large amount of data, data, using the theory of industry chain and its related, from the logistics, information flow and value flow in the three aspects to show the industry present situation and the existing in the development of quality, consciousness, technology, innovation and information asymmetry, proven flooring industry economic and technological process, reveals the flooring industry chain regularity of the difference of regional distribution, value-added, clarifying the future development trend of Chinas flooring industry, and focus on the research object, focusing on the beauty of red star triumphant d