麦特米伦(上海)整体家居西安地区营销管理过程改进研究-项目管理专业毕业论文.docxVIP

摘要 摘 要 随着我国房地产业的高速发展、人们对高品质家居生活追求的逐步提高、整 体家居配套服务日益成为家居行业的又一发展趋势，整体家居也在凭借着专业和 工业化得到了越来越多客户的响应。作为一个较新型的发展模式，整体家居在国 内市场的运营和管理还缺乏一个较为成熟和完善的管理模式和方法。 本文从市场营销的基础理论入手，回顾波特的五力模型、市场细分理论、SWOT 分析模型等相关理论，总结当前市场营销模式及实践特点。接着，从麦特米伦整 体家居公司的营销现状，对其在营销过程中存在的问题进行了研究。在此基础上 对麦特米伦整体家居进行了较为全面的营销环境分析。通过对麦特米伦自身特点 的分析，找出目前开展整体家居营销活动的优势、劣势、机会和挑战，并在这个 基础上为其制定了具体的发展战略。在具体营销策略上，对麦特米伦开展整体家 居营销过程进行设计与改造，并提出今后的实施保障措施。 本文是全面地、有针对性地以麦特米伦整体家居在西安地区的市场营销为实 例，对整体家居行业的营销过程进行了一次深入地分析，为整体家居理念的实施， 提供了可借鉴的案例和有益的参考价值。 【关键词】： 麦特米伦 整体家居 营销策略 麦特 麦特米伦（上海）整体家居西安地区营销管理过程改进研究 Abstract Abstract With the rapid development of real estate industry in our country, the people of high quality household life pursuit, the gradual improvement of the overall home furnishing service has become a furnishing industry and a development trend of the overall home furnishing, with professional and industrialization in also got more and more customers response. As a new model of development, the overall home furnishing in the domestic market operation and management is still lack of mature and improve the management modes and methods. From the basic theory of the market marketing ,this article reviews potter’s five competitive forces model, market subdivision theory, the SWOT analysis model and the related theory and so on, summarizes the current market marketing model and practical characteristics. Then, from the whole companys marketing situation where matmillun lives in, the existing problem is studied. By research of a comprehensive marketing environment and the characteristics of its own, and found out the whole household marketing activities in the strengths, weaknesses, opportunities and challenges, and on this basis for its formulated specific development strategies. In the specific marketing strategy, to matmillun holistic household the marketing process for the design and transformation, and put forward the implementing guarantee measures. This paper takes the market marketing of matmillun company’s the overall home furnishing