【作者】 陈卫；

【导师】 李蔚；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 强化地板市场一方面在高速增长的，另一方面内竞争会激烈异常。 SD作为中国目前最具规模的强化地板企业之一，在2002年SD的市场占有率等指标呈下滑趋势，处于不利境地。为此，本文针对SD出现的问题，运用现代营销理论，作了研究如下： 第一部分，问题提出，回顾和展望行业发展历程和趋势，明确SD存在的困难；第二部分，对市场宏观环境分析、市场客体(产品)分析、市场主体分析、波特分析、SWOT分析。另外，还有产品让渡价值分析，波士顿矩阵分析等手段，找出造成困难的原因；第三部分，实施目标市场营销策略(STP)，重新市场细分、确定目标市场、市场定位决策，明确SD要取得竞争优势的努力方向；第四部分，制定2003年SD的营销目标；第五部分、六部分围绕目标市场和营销目标，制定经营战略、竞争战略及其营销组合策略(4Ps)，编制详细的营销方案；第七部分，分析方案有效实施的保证因素；在结束语中介绍可能遇到的问题及其处理方法等。 由于强化地板进入中国才七年，市场营销粗放，有关研究还是空白，资料不足、数据不全、困难不小。本文重在实务，旨在该行业中，进行现代营销理论与企业管理实际结合的尝试。在营销组合上，尤其强调定位与决策的关系。从正确定位出发，制定与公司资源匹配的操作性强的营销方案，对完成SD2003年度工作具有指导性意义。并希望以此为出发，抛砖引玉，不断提高该行业市场研究的科学性、系统性，为行业健康发展作出贡献。更多还原

【Abstract】 The market of Laminate Flooring Products in China is developing fast and has been becoming the high mass consumption since it was introduced to China in 1995.The Market potential is big while the state going on implement of the Sustainable Development Strategy and striving for a completely comfortable life.Vast market is attracting lots of investor and resulting in producing capability increasing sharply and the number of competitors of same scale being more and more. The management of the market is not normalize, shoddy commodities occupy quit a lots of market share at present. Too many Brands of products with intensive competition account for hard price war, exactly is the same as the situation of color TV market in 1996, when CHANGHONG launching the price war. Any commodities had to pass through the life cycle as below: being born, grown up, maturity, decline and fall. Price war is the herald of being maturity and integrating process of market. Imitation brand will have to exit while leading brand will be more powerful in the market after that..Being the one of the biggest manufacture in China, SD Forest Products Co, Ltd. grew smoothly before 2001. Unfortunately, in 2002.SD has some problems in the market and lost the market share quit a lot. By this thesis we study SD by the PECT analysis (Political, Economic, Culture, Technology), Potter analysis, Subject and Object of the market analysis, SWOT analysis etc. finding out the reasons of theproblems. Then make serious decisions including market segmentation, the target market selection and market location. Finally establish systematically market strategy, marketing mix that is available and operational .to achieved the goal of 2003. The paper is corresponds in the facts of enterprise and consist of seven chapters.As there is only 7-year-history of this industry, the application of modern marketing theory is quit few . The research is not easy and should the first try in this field, hoping to cast a brick to attract jade and finally contribute to the industry in future.更多还原