【作者】 张超；

【导师】 范伟；

【作者基本信息】 广西大学 ， 高级管理人员工商管理硕士（专业学位）， 2019， 硕士

【摘要】 随着我国移动互联网以及物联网技术的发展,给我国国民的生活和企业的经营都带来了巨大的转变,A公司作为传统家装行业转型到提供一站式的智能家居家装的企业,希望通过公司的营销战略研究和社群营销的方式直接于消费者沟通,试图探索一条新的营销道路与企业本身进行结合。本文首先分析A公司的外部环境,运用PESTN分析模型对整个行业进行因素分析,然后建立外部因素评价矩阵EFE对整个外部环境做出评价分析。接着分析A公司的内部环境,例如人力资源、生产状况、销售状况等进行分析,然后建立内部因素评价矩阵IFE对整个内部环境做出评价分析。最后结合企业的发展和当前所有的优势劣势,以及A公司在市场中所遇到的机遇和挑战,来制定现阶段A公司的营销战略目标。在营销战略制定中,运用S.T.P理论对A公司的营销战略目标,形式及内容,阶段及步骤进行详细的制定。根据这个营销战略目标,基于社群营销的方式分别从场景策略,社群策略,内容策略,连接策略这4个方面结合A企业做营销策略的规划和实施。这项研究对我国中小型的智能家居企业的营销战略有着参考的作用,使得社群营销与智能家居行业的结合有着借鉴的意义。更多还原

【Abstract】 With the development of China’s mobile internet and internet of Things technology,great changes have been brought to our national life and management of enterprises.As a traditional house decoration industry,Company A has been transformed into a one-stop smart house decoration enterprise.We hope that we can communicate with consumers directly through the company’s marketing strategy research and the way of social marketing,and we are trying to explore a new marketing path to integrate with the enterprise itself,Firstly,let’s analyses the external environment of A company.We will analyze the factors of the whole industry with PESTN analysis model,and then establishes the external factor evaluation matrix EFE to evaluate and analyze the whole external environment.Then let’s analyses the internal environment of A company,such as human resources,production status,sales status and so on.And let’s establish the internal factor evaluation matrix IFE to evaluate and analyze the whole internal environment.Finally,let’s formulate the marketing strategic objectives of A company at this stage,combining with the development of the enterprise and all the advantages and disadvantages,as well as the opportunities and challenges encountered by A company in the market.Let’s plan and implement the marketing strategy according to the marketing strategy goal and the way of community marketing from four aspects:scenario strategy,community strategy,content strategy and connection strategy.This study has a reference role for the marketing strategy of small and medium-sized smart home enterprises in China,and also makes the combination of community marketing and smart house industry have a reference significance更多还原