【作者】 刘鑫；

【导师】 郭子雪；

【作者基本信息】 河北大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 2001年到2011年随着房地产业的兴旺,家居建材行业也保持了近十年的高速增长。2011年下半年,中国政府对房地产业实施了强有力的宏观调控,效果立竿见影,全国各地疯长的房价得到了有效的控制。而和房地产密切相关的家居建材行业也受到很大的影响。2012年,是家居建材行业在连续快速增长了近10年后首次发展比较缓慢的一年。在市场形势不容乐观的情况下,各个厂商为了能够生存不得不转变营销方式,争夺市场份额。保定市吉庆涂料制造有限公司在河北省建筑材料行业己经发展二十多年了,是和中国房地产行业一起发展壮大起来的。保定市吉庆涂料制造有限公司的营销方式一直是渠道营销的模式,面对如此激烈的竞争,各个竞争对手对保定市吉庆涂料制造有限公司现有的营销渠道十分关注,竞相抢占新市场。但是面临行业发展的实际情况,以及后期不容乐观的形势,保定市吉庆涂料制造有限公司一直在摸索并实施营销方式的转变。因此,探寻适合保定市吉庆涂料制造有限公司的营销渠道策略成为该公司的首要任务,也是本文主要的研究目的。本文将运用市场营销渠道的相关理论和SWOT分析工具,首先,分析了保定市吉庆涂料制造有限公司所处的市场环境。其次,对保定市吉庆涂料制造有限公司的优势、劣势、机会和威胁进行了分析。再次,阐述保定市吉庆涂料制造有限公司营销渠道现状和存在的问题。最后,根据保定市吉庆涂料制造有限公司营销渠道存在的问题提出相关的优化建议。希望本研究对保定市吉庆涂料制造有限公司在营销渠道方面具有理论指导作用,也希望能对行业内相关企业提供参考和帮助。更多还原

【Abstract】 With the real estate boom from 2001 to 2011,the home building industry also maintained high-speed growth for nearly a decade.During the second half of 2011,the Chinese government implemented a strong macro-control in the real estate industry,the effect was immediate,the house prices was effectively controlled。Closely related to furniture,building materials and real estate industry has also been greatly affected.In 2012,it is the first time slow development after 10 years continuous rapid growth。In the case of the market situation is not optimistic,various manufacturers have resorted to in order to be able to survive the body stops to shift marketing to compete for market share.JIQING coating manufacturing Co.Ltd.construction adhesive industry in Bao Ding has developed nearly 20 years,with Chinese real estate industry to grow up.JIQING coating manufacturing Co.Ltd ’s channel marketing mode,to face such fierce competition,each manufacturers eyeing the JIQING coating manufacturing Co.Ltd existing marketing channels,competing to seize new market.But faced with the actual situation of the 2012 development of the industry,and later can not be optimistic about the situation,JIQING coating manufacturing Co.Ltd has been in the exploration and implementation of marketing changes.So,finding the company’s marketing channel strategy is a top priority for the company,this is also the purpose of this study.During this article,it is will be used,Marketing SWOT analysis tools.Firstly,analysising the variety of the JIQING coating manufacturing Co.Ltd which market environment.Secondly,the advantages,disadvantages,opportunities and threats of the JIQING coating manufacturing Co.Ltd are analyzed.Thirdly,find the problems existing in the marketing channels of the JIQING coating manufacturing Co.Ltd and analyze them.Finally,according to the company marketing channel problems,gives the optimization suggestions.This marketing strategy recommendations hope to become a theoretical guide for the company,but also hope to provide reference and assistance to the relevant enterprises in the industry.更多还原