装饰装修公司营销策略研究doc.doc

装饰装修公司营销策略研究 摘　　要 随着社会的快速进步，经济的繁荣发展，直接推动了基础设施建设的蓬勃发展,带动了房地产业的崛起，同时促进了室内装修行业的繁荣。但是近几年来，由于国家对房地产政策的严加调控，导致装饰装修行业处于低迷的状态，许多装饰装修公司处于倒闭或者停业状态，同时，企业内部营销管理也存在一些问题。为此，改变营销策略是装修行业当前应该积极采用的措施，分析企业存在的劣势，找出问题产生的原因，提出营销策略改进措施，其中重点探讨了公司的产品改进、价格改进、渠道改进和促销改进的具体方法，并提出改进实施方法。 本文是以鞍山嘉宁装饰装修公司为例，应用了SWOT方法分析企业的外部环境，对鞍山装修行业存在的问题，变化趋势等情况进行分析，找出鞍山嘉宁装饰装修公司营销方面存在的不足，从而改善营销措施，提高企业的核心竞争力。 关键词：装饰装修，营销策略，研究 Ning Anshan decoration company marketing strategy research Abstract With the rapid development of society, economic prosperity and development, is directly promoted the rapid development of the construction of infrastructure, led to the rise of real estate, while promoting the interior decoration industry prosperity. But in last few years, because the country to the real estate policy strict regulation, leading to decorate an industry downturn in the state, a lot of decoration company in close or close down condition, at the same time, enterprise marketing management also exist some problems. Therefore, to change the marketing strategy is the decoration industry should actively adopt measures, analysis of enterprise s disadvantages, find out the causes of the problems, put forward measures to improve the marketing strategy, which focuses on a companys product improvement, price improvement, channel improvement and promotion of improvement methods, and puts forward the improvement methods. This paper is to Ning Anshan decoration company as an example, using SWOT method to analyze the external environment of the enterprise, Anshan decoration industry problems, change trend were analyzed, to find out the Ning Anshan decoration company marketing problems, thereby improving the marketing measures, improve the core competitiveness of enterprises. Key words: Decoration, Marketing strategy, Study 目 　录 1 绪论 1 1.1 研究背景 1 1.2 研究目的及方法 1 1.3 论文的主要内容 1 2 相关理论介绍 2 2.1 SWOT含义及分析方法 2 2.1.1 SWOT的含义 2 2.1.2 SWOT的分析方法 3 2.2 市场营销的组合策略 4 2.2.1 产品策略 4 2.2.2 价格策略 5 2.2.3 渠道策略 5 2.2.4 促销组合策略 5 3鞍山装饰装修行业的现状及存在的问题 7 3.