威爾地板國際工程市場領域品牌突破途徑
發(fā)布時間：2018-12-21 20:44
【摘要】：隨著歐債危機的蔓延以及北美經(jīng)濟長期蕭條，中國的出口貿(mào)易面臨越來越多的挑戰(zhàn)。同時世界經(jīng)濟的放緩，國際房地產(chǎn)行業(yè)出現(xiàn)不同程度的萎縮。作為一家地板出口為主的企業(yè)，要想未來的國際競爭環(huán)境下發(fā)展壯大，威爾地板必須有明確的企業(yè)戰(zhàn)略出路。為此本人對威爾地板公司面對未來的國際化競爭中，應該采取的戰(zhàn)略計劃，瞄準工程市場領域實現(xiàn)品牌突破。 筆者在自己的2004年進入建筑裝飾材料行業(yè)以來，，不斷研究威爾地板的發(fā)展戰(zhàn)略，筆者通過1年在天津大學MBA的學習，結合在威爾地板公司實際工作的營銷工作經(jīng)驗，對研究威爾地板公司現(xiàn)有大量客戶，產(chǎn)品以及行業(yè)競爭情況,發(fā)現(xiàn)威爾地板在新興市場方面有一定的領先性,在建筑裝飾材料工程領域市場有一定的品牌，初步集聚了一批穩(wěn)定的工程顧客資源,這些為威爾地板品牌未來在國際市場的發(fā)展奠定一定的基礎。 在此情況下，筆者針對威爾地板未來實現(xiàn)品牌突破戰(zhàn)略做出一些思考，筆者認為威爾地板品牌的進一步突破，實現(xiàn)途徑如下：首先我們需要考慮的是就是威爾地板的未來整體發(fā)展戰(zhàn)略，其次就是威爾地板內(nèi)部的運營管理能力需要全面配合戰(zhàn)略提升和修正，最后希望通過對現(xiàn)狀地板產(chǎn)業(yè)的發(fā)展趨勢，提出威爾地板營銷策略的革新突變，來實現(xiàn)國際化的第一步戰(zhàn)略目標，即在工程市場領域品牌國際化突破。 本文總共包括五章。前言部分主要介紹了本文創(chuàng)作的背景信息和研究，第一章主要介紹威爾地板所處的行業(yè)環(huán)境以及國際地板產(chǎn)業(yè)局勢新變化。第二章簡要介紹了品牌戰(zhàn)略營銷組合等有關理論。第三章在介紹中國地板行業(yè)的發(fā)展歷程和現(xiàn)狀的基礎上，重點分析了威爾地板在工程營銷組合以及運營管理方面存在的問題。第四章詳細介紹了威爾地板公司的發(fā)展歷程及其在目前地板行業(yè)營銷環(huán)境和發(fā)展境界下有效的進行工程營銷組合以及工程一體化出路。第五章主要分析了威爾地板工程一體化品牌營銷組合實現(xiàn)途徑。
[Abstract]:With the contagion of the European debt crisis and the prolonged recession in North America, China's export trade is facing increasing challenges. At the same time, the world economic slowdown, the international real estate industry in varying degrees of contraction. As a flooring export-oriented enterprise, will floor must have a clear strategic outlet if it wants to develop under the international competition environment in the future. In the face of the future international competition, I should take the strategic plan, aiming at the field of engineering market to achieve brand breakthrough. Since I entered the construction and decoration material industry in 2004, I have been studying the development strategy of will flooring. Through 1 year's study in MBA of Tianjin University, I have combined the actual marketing work experience in will flooring Company. On the research of will floor Company's existing large number of customers, products and industry competition, it is found that will flooring has a certain lead in emerging markets, and has a certain brand in the field of architectural and decorative materials engineering. A group of stable engineering customer resources have been collected, which will lay a foundation for the future development of will floor brand in the international market. In this case, the author of will floor in the future to achieve brand breakthrough strategy to make some thinking, the author thinks will floor brand further breakthrough, The way to achieve this is as follows: first, we need to consider the overall development strategy of will floor in the future; secondly, the operational management capability inside will floor needs to be fully coordinated with strategic upgrading and revision. Finally, it is hoped that through the development trend of the current flooring industry, will floor marketing strategy innovation mutation, to achieve the first strategic goal of internationalization, that is, in the field of engineering market brand internationalization breakthrough. This paper consists of five chapters. The preface mainly introduces the background information and research of this paper. The first chapter mainly introduces the industry environment of will flooring and the new changes of the international flooring industry. The second chapter briefly introduces the brand strategy marketing mix and other related theories. On the basis of introducing the development course and present situation of China's flooring industry, the third chapter mainly analyzes the problems existing in the engineering marketing mix and operation management of will flooring. The fourth chapter introduces the development course of will flooring Company and the effective combination of engineering marketing and the way out of engineering integration under the current marketing environment and development realm of the flooring industry. The fifth chapter mainly analyzes will floor engineering integration brand marketing combination realization way.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274
本文編號：2389438
[Abstract]:With the contagion of the European debt crisis and the prolonged recession in North America, China's export trade is facing increasing challenges. At the same time, the world economic slowdown, the international real estate industry in varying degrees of contraction. As a flooring export-oriented enterprise, will floor must have a clear strategic outlet if it wants to develop under the international competition environment in the future. In the face of the future international competition, I should take the strategic plan, aiming at the field of engineering market to achieve brand breakthrough. Since I entered the construction and decoration material industry in 2004, I have been studying the development strategy of will flooring. Through 1 year's study in MBA of Tianjin University, I have combined the actual marketing work experience in will flooring Company. On the research of will floor Company's existing large number of customers, products and industry competition, it is found that will flooring has a certain lead in emerging markets, and has a certain brand in the field of architectural and decorative materials engineering. A group of stable engineering customer resources have been collected, which will lay a foundation for the future development of will floor brand in the international market. In this case, the author of will floor in the future to achieve brand breakthrough strategy to make some thinking, the author thinks will floor brand further breakthrough, The way to achieve this is as follows: first, we need to consider the overall development strategy of will floor in the future; secondly, the operational management capability inside will floor needs to be fully coordinated with strategic upgrading and revision. Finally, it is hoped that through the development trend of the current flooring industry, will floor marketing strategy innovation mutation, to achieve the first strategic goal of internationalization, that is, in the field of engineering market brand internationalization breakthrough. This paper consists of five chapters. The preface mainly introduces the background information and research of this paper. The first chapter mainly introduces the industry environment of will flooring and the new changes of the international flooring industry. The second chapter briefly introduces the brand strategy marketing mix and other related theories. On the basis of introducing the development course and present situation of China's flooring industry, the third chapter mainly analyzes the problems existing in the engineering marketing mix and operation management of will flooring. The fourth chapter introduces the development course of will flooring Company and the effective combination of engineering marketing and the way out of engineering integration under the current marketing environment and development realm of the flooring industry. The fifth chapter mainly analyzes will floor engineering integration brand marketing combination realization way.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274
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