【作者】 李鹏；

【导师】 张旭；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 自从1998年开始中央出台了一系列房地产的刺激政策开始,在十几年的时间,国内房地产市场的迅猛发展,带来了整个家居建材行业市场的繁荣与昌盛。但由于近几年的经济下行,房地产市场略显疲软,在家居建材行业增速放缓的情况下,全屋定制家居行业却在新一轮消费升级的带动下得到了飞速发展,销量持续高速增长。作为行业中的一员,沈阳OYT定制家居公司发展水平及速度却明显低于行业平均水平。本文从OYT定制家居公司的营销策略角度着手进行优化研究,试图通过运用市场营销理论知识,结合公司的实际情况对全屋定制家居市场进行研究,希望可以通过一系列的营销组合策略和保障措施来帮助企业改变现状,让公司在未来几年得到持续稳定的高速发展,并为全屋定制家居行业的市场发展之路提供一些具体的建设性的建议。首先,本文对OYT公司的外部营销宏观和微观环境以及内部营销环境进行了系统性分析。其次,本文运用STP营销理论,重新进行市场细分,选择目标市场并结合营销环境及市场情况重新进行市场定位,提升整体营销策略的准确性。再次,本文运用4PS营销组合策略从产品、价格、渠道、促销四个维度进行优化研究,提出适合OYT公司长远发展的营销组合策略。最后,为了确保营销策略实施的有效性,通过企业信息系统建设,营销团队组织优化,外脑合作,服务体系四个方面来为公司营销策略的实施保驾护航。更多还原

【Abstract】 ince 1998,the central government launched a series of real estate stimulus policy began,in ten years time,the rapid development of the domestic real estate market,bringing the whole home building materials industry market prosperity and prosperity.However,due to the economic downturn in recent years,the real estate market was slightly weak in the home building materials industry slowdown in the case of the whole house custom home industry in the new round of consumer upgrades driven by the rapid development,sales continued high speed increase.As a member of the industry,Shenyang OYT custom home company development level and speed is significantly lower than the industry average.Based on the marketing strategy of OYT custom home company,this paper attempts to study the whole house custom home market by using the marketing theory knowledge and the actual situation of the company.It is hoped that through the series of marketing combination strategy and safeguard measures help enterprises to change the status quo,the company in the next few years to be sustained and stable high-speed development,and for the whole house custom home industry market development road to provide some specific and constructive recommendations.First of all,this article OYT company’s external marketing macro and micro environment and internal marketing environment for a systematic analysis.Secondly,this article uses STP marketing theory,re-market segmentation,select the target market and combine marketing environment and market situation to re-market positioning,enhance the overall marketing strategy accuracy.Thirdly,this article uses 4PS marketing combination strategy to optimize the four dimensions of product,price,channel and promotion,and puts forward the marketing mix strategy suitable for OYT’s long-term development.Finally,in order to ensure the effectiveness of the implementation of marketing strategy,through the enterprise information system construction,marketing team organization optimization,outside the brain cooperation,service system four aspects of the company’s marketing strategy to protect the implementation of escort.更多还原