镶黄旗磊鑫石材有限公司营销策略优化研究.docxVIP

摘 要随着改革开放以来，房地产行业快速发展，石材，建筑业也随之蓬勃发展，装饰需求越来越大，石材产品的市场需求在旺盛的增长。石材产业与房地产互为关联产业，联动性的发展，在当前经济新常态下，众多中小型石材企业相拥而争地抢占市场，价格战的恶性循环使得石材市场的无序竞争情况严重，面对此类越来越激烈的竞争，市场发生转换由卖方市场转变成买方市场。其次，技术的进步导致了人们生活消费方式也发生转变，人们逐渐开始重视装修，追求舒适度和实用性，要求使用高质量、高规格、高美工的产品。因此，越来越多的石材企业将公司战略重点放在了营销模式和策略上，力求能够提升产品的销售量。石材企业纷纷开始重视科学的持续性发展、生产流程的调控、产品种类和质量的提升以及打造品牌和口碑等事项，结合自身的实际情况对企业现有的营销策略进行优化。本文根据内蒙古镶黄旗磊鑫石材企业的现状情况，对企业的业务运营情况以及现有的营销策略进行分析，结合企业自身的优势条件以及企业面对的机遇和挑战，针对性地发掘营销策略上存在的问题，基于分析结果，对镶黄旗磊鑫石材企业的营销策略进行优化改进。关键词：石材企业 营销策略 4P策略 镶黄旗磊鑫石材有限公司Abstract With?the?rapid?development?of?the?real?estate?industry?since?the?reform and opening up, the stone industry and the construction industry have also developed vigorously. the demand for decoration is increasing and the market demand for stone products is growing vigorously. Stone industry and real estate are interrelated industries. under the current new economic normal, many small and medium-sized stone enterprises are competing to seize the market. the vicious circle of price war has caused serious disorderly competition in the stone market. facing such increasingly fierce competition, ?the?market?haschanged?from?the?sellers?market?to?the?buyers?market.?Secondly,?technological progress has led to changes in peoples way of life and consumption. people gradually begin to attach importance to decoration, pursue comfort and practicality, and require the use of high quality, high specification and high art products. As a result, more and more stone enterprises have focused their companys strategy on the marketing mode and strategy in an effort to increase the sales volume of their products. Stone enterprises have begun to attach importance to scientific sustainable development, control of production processes, improvement of product types and quality, building of brand name and word of mouth and other matters. they have optimized their existing marketing strategies based on their own actual situation.Based on the current situation of leixin stone enterprise in xiangh