【作者】 王晓明；

【导师】 汪旭辉；

【作者基本信息】 东北财经大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 近年来,面对当前严峻且复杂的国际国内大环境以及新冠肺炎疫情的影响和冲击,国内的经济发展面临着严峻挑战,而在党中央的坚强领导以及全国各族人民的共同努力下,我国的国民经济顶住了压力,经济仍旧取得了不错的发展,而在当前的经济社会发展大环境下,作为国民经济重要支撑的建筑行业经历了严重打击,但仍保持较高的发展动力。而其中受到建筑行业大环境影响的建筑防水行业也不可避免地受到一定的冲击,虽然相关企业的数量有了一定程度地增长,但是企业规模低、产能过剩等问题在近年来暴露地尤为突出,对于建筑防水企业来说,如何通过完善产品服务体系、提高产品服务质量、增强品牌影响力等手段在当前激烈的市场竞争环境中站稳脚跟,并取得新的发展至关重要。本研究旨在深入研究并优化T公司建筑防水材料的营销策略。首先,绪论部分明确了研究的背景和意义,包括理论和实践层面。随后,通过国内外研究综述,奠定了文献研究法、问卷调查法和案例分析法等研究方法的基础。详细讨论了相关的研究工具和理论基础,涵盖了 PEST分析、波特五力模型分析、SWOT矩阵分析,以及STP和营销组合等关键营销理论。分析部分,第三章,通过PEST模型、行业竞争环境分析和SWOT分析揭示了外部环境因素。第四章对T公司现有营销策略进行了批判性分析,特别关注STP和4Ps营销组合策略。第五章通过内部专家调研和客户满意度调查全面了解了现有的营销状况。聚焦于具体问题分析,包括目标市场选择问题,如忽略中低端市场和小规模客户;营销组合问题,如产品覆盖不足、价格高于同行标准、渠道价格不统一以及促销活动效果差等。最后提出了 T公司营销策略的优化建议和保障措施,从目标市场选择、产品、价格、渠道和促销策略等方面提出改进建议,并强调技术、人才和资金的保障。本研究为T公司在建筑防水材料行业提升营销效果提供了全面而实用的指导。更多还原

【Abstract】 In recent years,faced with the severe and complex international and domestic environment as well as the impact and shock of the COVID-19 pandemic,China’s economic development has encountered severe challenges.However,under the strong leadership of the Party Central Committee and the joint efforts of people of all ethnic groups nationwide,China’s national economy has withstood the pressure and achieved notable development.In the current economic and social development environment,the construction industry,which is an important pillar of the national economy,has experienced severe blows but still maintains a high growth momentum.The construction waterproofing industry,influenced by the overall environment of the construction industry,has inevitably faced certain impacts.Although the number of related enterprises has grown to some extent,issues such as small enterprise scale and overcapacity have become particularly prominent in recent years.For construction waterproofing enterprises,it is crucial to stabilize their market position and achieve new development through improving the product service system,enhancing product service quality,and increasing brand influence in the current fiercely competitive market environment.This thesis aims to deeply research and optimize the marketing strategies of Company T’s construction waterproofing materials.First,the introduction section clarifies the background and significance of the research,including theoretical and practical aspects.Subsequently,through a review of domestic and international studies,it lays the foundation for research methods such as literature research,questionnaire surveys,and case analysis.The discussion thoroughly explores relevant research tools and theoretical foundations,covering key marketing theories such as PEST analysis,Porter’s Five Forces analysis,SWOT matrix analysis,and STP and marketing mix.In the analysis section,Chapter 3 reveals external environmental factors through the PEST model,industry competition analysis,and SWOT analysis.Chapter 4 critically examines the existing marketing strategies of Company T,with a particular focus on the STP and 4Ps strategies.Chapter 5 comprehensively assesses the current marketing situation through internal expert surveys and customer satisfaction surveys.The analysis focuses on specific issues,including target market selection problems,such as neglecting the mid-to-low-end market and small-scale customers;marketing mix problems,such as insufficient product coverage,prices higher than industry standards,inconsistent channel pricing,and ineffective promotional activities.Finally,the study proposes optimization suggestions and safeguard measures for Company T’s marketing strategies,offering improvement suggestions from the aspects of target market selection,product,price,channel,and promotion strategies,and emphasizing the importance of technology,talent,and financial guarantees.This study provides comprehensive and practical guidance for Company T to enhance marketing effectiveness in the construction waterproofing materials industry.更多还原