T木业公司营销策略研究-工商管理专业论文.docxVIP

I I 摘 要 T 木业公司是中国中高密度板深加工企业，其所处行业具有劳动密集程度高、 资源依赖性强、产业较分散、产出较低等特征，T 木业公司从建立以来管理水平 不高、营销能力较弱，从而形成规模不大、效益比较差的企业竞争地位。进入 21 世纪，国家实施天然林保护工程，木地板市场竞争也越来越激烈，经营压力越来 越大。在市场竞争日益激烈的今天，不同木地板厂商的产品越来越趋同，市场的 竞争越来越多的集中在品牌，渠道等方面的竞争，也就是营销策略的竞争。 本文通过对 T 木业公司市场环境分析以及竞争分析，提出营销策略，对于 T 木业公司迎接严峻的挑战，具有重要的参考价值和指导意义。 本文从国内木地板的发展入手，分析木地板市场宏观环境，运用波特模型对 T 木业公司所处的五种微观环境进行分析，确定行业内的主要竞争对手，结合 SWOT 分析提出 T 木业公司应采用目标集聚的竞争战略，并应用目标市场营销策 略进行市场定位和产品定位，通过营销策略的探讨，提出产品策略、价格策略、 渠道策略、促销策略。 关键词：木地板，市场营销，策略 II II Abstract T wooden floor company is one of Chinas wood in the deep-processing enterprises MDF, the industries with a high degree of labor-intensive, resource-dependent, and more decentralized industries, the output characteristics of a low, T wood management level is not high since its establishment, the marketing capabilities is weak, so the company have a poor efficiency of the competitive position. In 21st century, the national implementation of the natural forest protection project, wood flooring has become increasingly fierce market competition, increasing pressure on the operation. Increasingly competitive in the market today, different wood floor manufacturers increasingly convergent products, competition in the market more and more focused on brands and channels, such as competition, that is, the competitive distribution strategy. The Analysis of the market environment and competitive that Based on the T Carpentry Company. And propose marketing strategy that meet serious challenges, it has an important reference and guide to the T company. In this paper, the development of domestic wood floor to start, analysis of wood floor market, macro-environment, the use of Porters model of T Carpentry Company in which the five micro-environment analysis of major competitors in the industry, combined with SWOT analysis of T Wood companies should adopt the goal of competitive strategy of clustering, and application of the target market positioning marketing strategy and product positioning, marketing strategy, t