【作者】 王威；

【导师】 崔淼；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 自改革开放以来,城镇居民生活水平不断提高,一栋栋漂亮的乡镇、农村自建房充分证明了人们对生活品质的要求已上升到了一个新的高度。轻钢结构房屋技术原引自于美国,是对美国传统木制房屋结构加以改良后的一种建房技术,相较于我国传统农村自建房,轻钢住宅有着诸多优点,比如造价低、工期短、节省人力、环保无污染等,而且钢结构的运用使得房子具有优良的承载力,更容易施工出别致的造型,加上其独有的优点,在社会上有着很强烈的反响。A轻钢结构建筑公司(以下简称A公司)想利用此机会在东北地区农村大力推广轻钢结构建筑,抢占市场份额为自己今后的发展奠定基础,然而刚刚没成立多久的A公司市场经验不足,需要一个具体的策略来帮助A公司明确今后的发展方向。本文以A公司为研究对象,从六部分进行阐述,第一部分是绪论,阐述了研究的目的和意义,提出研究思路、内容和所用的方法;第二部分是理论综述,对本文所用的相关理论进行介绍;第三部分是对A公司的外部进行详细分析,包含宏观市场环境分析,波特五力分析,消费者分析,总结出A公司面临的机遇和威胁;第四部分为内部分析,包含经营状况、组织架构、公司竞争力和运营现状四个方面,充分了解A公司的内部环境和存在的优势劣势;第五部分为战略的选择与制定,通过SWOT分析,总结出优势、劣势、机遇和威胁,总结分析后选择战略,并运用4P方法,为A公司给出最终的营销战略组合建议。第六部分为战略实施的保障。更多还原

【Abstract】 The living standard of rural residents has been constantly improved since the reform and opening up numerous beautiful self-built houses in towns and villages have fully proved that people’s requirements on the quality of life have risen to a new height.Light steel structure building technology was originally developed in the United States,It’s an upgrade of the traditional wooden structure house and widely available in the United States.Compared to the traditional self-built houses in our country,light steel structure building has a great many merits such as low cost,short construction period,economize on manpower,environmental and so forth.Steel structure house has good bearing capacity make it could easier construction chic modelling,coupled with its unique advantages,it has a very strong response in society.Company A wants to take advantage of this opportunity to vigorously promote light steel villa construction in the rural of northeast China and seize market share to lay a foundation for its future development.However,company A,which has not been established for a long time,lacks market experience and needs a specific strategy to help company A define its future development direction.This paper takes company A as the research object and elaborates from six parts.The first part is the introduction,which explains the purpose and significance of the research,proposes the research ideas,contents and methods.The second part is theoretical overview section.The third part is A detailed analysis of company A’s external environment,including the analysis of the macro market environment,porter’s five forces analysis,consumer analysis,summed up the opportunities and threats facing company A;The fourth part is the internal analysis,including the operating situation,organizational structure,company competitiveness and operation status,fully understand the internal environment of A company and the existing advantages and disadvantages;The fifth part is the selection and formulation of the strategy.Summarized the advantages,disadvantages,opportunities and threats through SWOT analysis,selected the strategy and develop specific strategies for company A.The sixth part is the guarantee of strategy implementation.更多还原