中小装饰公司营销策略分析.docVIP

中小企业发展营销策略 摘要： 中国建筑装饰行业高度竞争，中小民营装饰企业受到前所未有的挑战。在这种形势下，中小企业要获得持续的竞争优势，求得生存与发展，就必须制定正确的营销策略。本文研究了一个典型的中小民营装饰企业——泰安绿芙莱墙装饰 公司的营销策略，旨在确立其行业地位，找出其营销组合策略存在的问题，推动绿芙莱墙装饰 公司营销策略的设计和改进。这对于绿芙莱墙装饰 公司建立可持续的竞争力、实现进一步发展具有重要意义。 本文采用案例分析的研究方法，在访谈、问卷调查和市场调查的基础上，将理论分析与案例研究相结合，综合利用PEST、SWOT、7PS等分析工具，以绿芙莱墙装饰公司的市场定位及营销组合策略为核心研究对象。首先，对绿芙莱墙装饰 公司的发展现状和存在的问题进行了概述。其次，利用PEST、SWOT分析工具，对绿芙莱墙装饰 公司的外部环境和市场前景进行了详细分析，为绿芙莱墙装饰 公司进行正确的市场定位奠定基础。然后，探讨了绿芙莱墙装饰 公司的营销策略现状和存在的问题，提出营销策略的改进措施。最后，对绿芙莱墙装饰 公司营销策略的配套措施情况进行了深入分析。 Abstract: The Chinese architectural decoration industry is highly competitive, the small and medium-sized private decoration enterprise is under the unprecedented challenge.?In this situation, the small and medium enterprise must obtain the sustained competitive advantage, seek the survival and the development, must formulate the right marketing strategy.?Is studied in this paper a typical small and medium-sized private decoration enterprise, Taian green Fu Lai wall decoration companys marketing strategy, to establish its position in the industry, find out the marketing combination strategy issues, and promote the design and improvement of the green Fu Lai wall decoration company marketing strategy.?The green wall decoration company Fu Lai to build sustainable competitiveness and achieve further development is of great significance. In this paper, we use the case study research method, on the basis of interview, questionnaire survey and market research, the combination of theoretical analysis and case study, comprehensive use of pest, SWOT, 7PS and analysis tools, to the market positioning and marketing tactics of the green Fu Lai wall decoration company as the core research object.First of all, the current situation of the development of green wall Fu Lai decoration company and the existing problems were summarized.?Secondly, using pest, SWOT analysis tools, makes a detailed analysis of the green Fu Lai wall decoration companys external environment and market prospects, green Fu Lai wall dec