邯郸晨源家具有限公司营销策略研究

论文编号:GS146  论文字数:28805,页数:43 附任务书,开题报告,文献综述

摘    要
 目前中国家具企业绝大多数是民营企业，尽管这些家具企业已经拥有了现代工业技术，但企业在营销策略的制定及其实施上存在很多问题。因此本论文从邯郸晨源家具有限公司入手，分析企业在营销管理上存在的诸多问题；查阅大量文献资料，收集汇总详实可靠的统计数据，运用宏观环境“六因素”理论、波特“五力分析”工具，分析了家具行业有别于其他耐用品的特点；采用“定位理论和竞争定位理论”结合邯郸晨源家具有限公司的发展现状，提出了晨源家具的竞争定位和营销策略目标；最后，从产品、研发推广、品牌价值定位、终端渠道维护、销售队伍建设等方面，确定了晨源家具营销策略组合和具体、可操作的实施措施。
 
 关键词:营销策略选择；竞争定位；营销策略组合

  
 Research on Marketing Strategies of Chen
 Source Furniture Co.,
 Abstract
 Currently most of China's furniture industry is a private enterprise, even though these furniture companies already have the modern industrial technology, companies develop and implement marketing strategy, there are many problems were the source of the morning paper from the Handan Furniture Co., analyzing business marketing management in the existing problems; access to a large number of documents, collection of detailed and reliable statistical data aggregated using the macro-environment "six elements" theory, Porter "Five Forces Analysis" tools of the furniture industry is different from other durable goods features; by "positioning theory and the theory of competitive positioning," Chen Source Furniture Co., Ltd. Handan combining the development status of the source of furniture made morning competitive positioning and marketing strategy objectives; Finally, from the product development, brand value orientation, the terminal channels maintenance, sales team building, identified the source morning mix of furniture and specific marketing strategy, operational implementation of the measures.
 
 Keywords：Marketing Strategy Selection;Competitive positioning;Marketing mix
 
 

目    录
 
1绪论 1
 1.1选题理论和实践意义 1
 1.2研究思路和方法 2
 1.3 研究技术路线和内容 2
2营销策略理论概述 4
 2.1 相关基本概念 4
 2.2 基本理论观点 5
3晨源家具有限公司营销现状和存在问题 10
 3.1公司概况 10
 3.2晨源公司管理现状及存在问题 13
 3.3晨源公司营销管理存在的主要问题 14
4晨源家具有限公司营销策略选择环境分析 17
 4.1 宏观环境分析 17
 4.2行业环境分析 21
5晨源家具有限公司营销策略选择 25
 5.1竞争策略选择确定 25
 5.2营销策略定位 25
 5.3营销策略目标 28
6晨源家具有限公司营销策略组合和实施保障 30
 6.1新产品开发推广策略和实施保障 30
 6.2品牌价值定位策略 32
 6.3渠道终端建设维护策略和实施保障 33
 6.4销售队伍建设和实施保障 34
 6.5 其他营销策略建设 36
结束语 38
参考文献 39
致 谢 40

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