【作者】 张静；

【导师】 杨化峰；

【作者基本信息】 山东理工大学 ， MBA（专业学位）， 2016， 硕士

【摘要】 我国的家居建材行业自上世纪80、90年代兴起以来,经过二十多年的发展,逐步由起步走向了成熟,市场竞争也日趋激烈。尤其是近三年来,随着刚需减少和经济发展速度放缓,房地产市场的日趋饱和,作为其高度正相关行业的家居建材业也迎来了“寒冬”,其需求和购买力受到了很大影响,进一步激化了对现有市场的争夺。本文拟从战略角度对HXQ家居卖场公司所处的市场营销环境进行分析,立足企业的既有优势和劣势,通过SWOT分析识别未来可能的营销战略方向,以此进一步对青岛家居市场进行深入市场细分,以此制定企业营销战略,为HXQ家居公司在青岛市场建立能够支撑长期发展的竞争优势。本文主要内容共分为五个部分:首先,以实地调查与走访形式掌握HXQ公司市场营销现状和经营情况,了解行业现状、发展趋势和面临的问题,并通过对HXQ家居卖场公司的顾客产品品牌认知度、品质、价格、服务满意度等进行调研和分析,发现HXQ家居卖场公司营销战略观念缺乏,目标市场细分不清晰,目标市场定位也不够准确等营销战略存在的问题。其次,对HXQ家居卖场公司营销战略环境进行重点剖析。从宏观环境、行业环境和竞争环境三个方面对HXQ家居卖场公司面临的机遇和挑战进行识别;从营销资源、营销能力、营销竞争力三方面进行定性分析,了解其竞争优劣势。在以上分析的基础上对HXQ家居卖场公司的营销战略环境进行SWOT分析,制定SWOT综合分析矩阵并据此进行方向选择。然后,制定HXQ家居卖场公司市场营销战略总目标和子目标,对家居产品进行需求识别和市场细分和规模测算,并对设计出无差异型营销战略、差异型营销战略和集中型营销战略,然后对三种营销战略进行对比评价和分析选择。最后,对HXQ公司营销战略的实施和保障措施进行合理规划。从导入阶段、深化阶段和稳定阶段制定营销战略实施计划,并从战略控制的组织分工、标准拟定和战略实施的跟踪反馈、偏差纠正四个方面见进行营销战略控制,并分别从营销资源战略配置、组织结构调整、团队建设提升、绩效考核优化和文化梳理强化五个方面,制定HXQ家居卖场公司市场营销战略保障的措施。更多还原

【Abstract】 Our home building industry since the 1980 s, the rise since the 1990 s, after twenty years of development, gradually from the start to mature, the market competition is becoming increasingly fierce. Especially in the last three years, just as the need to reduce and slowing economic growth, the real estate market increasingly saturated, the industry as a highly positive correlation home building industry has also ushered in the "winter", the demand and purchasing power has been greatly affected further intensified the competition for existing markets. Therefore, this article intends to strategically HXQ home store marketing company in which the analysis of the environment, based on the strengths and weaknesses of both companies, through SWOT analysis to identify possible future strategic direction of marketing, in order to further Qingdao home market in-depth market segment in order to develop corporate marketing strategy, HXQ household company established in Qingdao market can support the development of long-term competitive advantage.This paper is divided into five parts: First, fieldwork and visits to master HXQ form of marketing status and operating conditions, the industry understand the current situation, trends and problems, and through HXQ home store’s customer brand awareness research and analysis of the quality, price, service satisfaction, found HXQ home store marketing strategy ideas lack, target market segments are not clear, the target market positioning is not enough accurate marketing strategy problems. Secondly, HXQ home store marketing to focus on strategic environmental analysis. From the macro environment, industry environment and competitive environment three aspects of the opportunities and challenges facing the company HXQ home store identification; qualitative analysis to understand its competitive advantages and disadvantages from marketing resources, marketing capabilities, marketing competitiveness in three areas. Based on the above analysis of the home store HXQ company’s marketing strategy environment SWOT analysis, development of a comprehensive SWOT analysis matrix and accordingly the direction of selection. Then, develop HXQ home store company marketing strategy goals and sub-goals, the identification of home product demand and market segmentation and sizing, and no difference in type design a marketing strategy, marketing strategies and differences in type centralized marketing strategy, then the three marketing strategy analysis and comparative evaluation of options. Finally, the implementation of safeguards HXQ and marketing strategies for rational planning. From the import stage, the stage of deepening and developing marketing strategies stabilization phase implementation plan and strategic control from the organizational division of labor, the standard formulation and implementation of the strategy of tracking feedback, to correct deviations see four marketing strategic control, respectively, from the marketing and strategic allocation of resources, organizational restructuring, enhance team building, performance evaluation and optimization of strengthening cultural carding five develop HXQ home store company marketing strategy safeguard measures.更多还原