卓尔论文卓尔家饰公司营销策略研究.doc

卓尔论文：卓尔家饰公司营销策略研究【中文摘要】本文是一篇案例研究论文。作为新兴市场家饰行业的一员老兵,卓尔家饰已经走过了12个年头。作为地处珠三角制造行业的中小型企业,面临与其行业有着高度关联的地产行业调控在全国如火如荼地展开之时,如何在新的挑战中发展壮大,如何提高卓尔品牌的知名度和美誉度,如何在目前还是红海的惨烈市场竞争中脱颖而出,成为卓尔公司2011年必须要解决的重要命题。本文从行业状况研究和卓尔自身发展的特点分析出发,依据营销战略的一些基本原理,利用市场调查、数据研究及众多的理论分析工具,如PEST、价值链分析、STP营销战略分析法、BCG矩阵等,总结诊断出卓尔家饰在营销方面现存的主要问题。我们发现,卓尔公司目前的产品结构失衡、产品价格逐渐走低、渠道简单的管理模式越来越不能适应公司品牌战略的需要,其两地分化的组织结构也阻碍了卓尔家饰的进一步市场拓展。这些问题的发现,需要我们在接下来的年度里,要逐步根据卓尔公司的实际情况,进行改进或变革。在本文的第五章,重点阐述了卓尔在产品、渠道、组织架构等方面需要进行改进的方面,从而提出了“简化品类,优化结构”的产品品类变革方针、“渠道沉降、品牌提升”的营销战略和“收缩、优化、巩固、提高、发展”的渠道变革原则；通过对组织架构进行一些变革,加强对营销战略计划的执行和监测评估,促使卓尔在2011年度能够有一个既快速,又稳健的发展。【英文摘要】The thesis is on cases study.As a veteran in an emerging market of house ornamentation industry, Zhuoer Co. has been operating for 12 years. As one of the SME of manufacturing industry located in Pearl River Delta which is under the circumstances of flourishing countrywide macroscopic readjustment and control in a highly correlated industry, the real estate industry, Zhuoer Co.s important mission needed to be fulfilled in 2011 is to come up with ways of achieving further development in new challenges, enhancing brands recognition and reputation and standing out in nowadays highly competitive market.Starting from aspects of study on industrial situation and analysis of development characteristics in Zhuoer Co. based upon applying to some fundamental principles in marketing strategy, the thesis gives a comprehensive diagnosis of principal problems existing in the current marketing of Zhuoer Co. by utilizing theoretically analytical tools in the field of market survey and data research, such as PEST, value-chain analysis, STP marketing strategy analysis and BCG matrix, etc. Its exposed that the current unbalanced product mix, gradually declining product price and single-channel management mode in Zhuoer Co. have become increasingly unable to cater to the demands of corporate brand strategy, whats more, the differentiated organizational structure has also hindered the further market expansion of Zhuoer Co. The exposure of these problems raises requirements for us to improve or reform gradually according to practical situation in the next year.The fifth chapter mainly elaborates the improvements needed in the aspects of products, channels and organizational structure in Zhuoer Co. It, thus, proposes a reform policy in product category of “simplifying category, optimizing the structure”, a marketing strategy of “sedimentateing channel, upgrading brand “and a channel-transforming principle of “shrinking, optimizing, consolidating, enhancing and developing”. A rapid and stable development of Zhuoer Co. in 2011 is spurred on through reforming organizational structure and strengthening the implementation, supervision and evaluation of strategic marketing program.【关键词】卓尔 家饰 营销 渠道变革【英文关键词】Zhuoer Co. Home Decoration Marketing Channel Reform【目录】卓尔家饰公司营销策略研究摘要6-7Abstract7第1章 绪论10-151.1 研究背景101.2 案例研究的理论基础和工具10-151.2.1 市场环境分析11-121.2.2 STP营销战略理论12-131.2.3 4Ps营销战术理论13-141.2.4 实施和管理14-15第2章 卓尔家饰公司简介15-17第3章 国内家饰行业市场现状及环境分析17-233.1 家居饰品行业的宏观环境PEST分析17-203.2 国内家饰品产业环境分析20-213.3 卓尔家饰竞争对手分析21-23第4章 卓尔家饰公司产品营销现状及问题诊断23-384.1 卓尔家饰主要产品品类的研究分析及评估23-324.1.1 卓尔家饰不同品类在国内市场的状况评估25-274.1.2 基于产品分析的BCG矩阵介绍27-294.1.3 卓尔家饰BCG分析数据的调研方法29-304.1.4 卓尔家饰主要产品品类结构的主要问题30-324.2 卓尔家饰营销渠道现状分析及评估研究32-364.2.1 家饰行业营销渠道的组成32-334.2.2 卓尔家饰营销渠道的组成及优劣势分析33-364.3 组织架构的不合理严重制约了卓尔家饰的市场敏锐度36-38第5章 卓尔家饰营销策略的制定38-475.1 卓尔品牌