本文選題：輕鋼結(jié)構(gòu)住宅 + 市場細(xì)分�。� 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：中國房地產(chǎn)爆發(fā)式發(fā)展,伴隨的是建筑市場飛速發(fā)展。作為新型建筑解決方案之一的輕鋼結(jié)構(gòu)住宅體系憑借其結(jié)構(gòu)安全、節(jié)能環(huán)保、快捷高效、產(chǎn)業(yè)發(fā)展的獨特性能逐漸占據(jù)了一定的市場地位。雖然輕鋼結(jié)構(gòu)住宅體系在國內(nèi)發(fā)展并不是一帆風(fēng)順,尤其是國家規(guī)范制定、成本控制、消費者接受程度還在一定程度上制約著輕鋼結(jié)構(gòu)住宅體系的發(fā)展。但是輕鋼結(jié)構(gòu)住宅在國內(nèi)發(fā)展的十年,同時也是中國總承包企業(yè)響應(yīng)中央號召“走出去”參于國際投資和承包項目的十年,應(yīng)該說輕鋼結(jié)構(gòu)住宅的市場在擴大,需求在增加。 此篇文章針對博思格住宅事業(yè)部市場定位進(jìn)行了專項研究。首先,本文介紹了博思格住宅事業(yè)部的背景,產(chǎn)品體系,營銷、技術(shù)、生產(chǎn)能力等,以了解公司的現(xiàn)狀。其次,本文從企業(yè)經(jīng)營環(huán)境和行業(yè)環(huán)境入手,對博思格住宅事業(yè)部所面臨的社會、政治、經(jīng)濟(jì)、技術(shù)等環(huán)境進(jìn)行了分析,以及著重研究了行業(yè)狀況、行業(yè)結(jié)構(gòu)、主要競爭對手狀況等。然后,本文結(jié)合博思格住宅事業(yè)部的內(nèi)外部調(diào)研及訪談、行業(yè)問卷及訪談、滿意度調(diào)查等,明確了博思格住宅事業(yè)部的競爭優(yōu)勢。最后,本文對博思格住宅事業(yè)部的市場進(jìn)行了細(xì)分,運用定性、定量方法選擇了合適的目標(biāo)市場,并運用市場定位方法提出了博思格住宅事業(yè)部的市場定位。 本文理論結(jié)合實踐的研究結(jié)論不僅對博思格住宅事業(yè)部的市場定位具有參考價值,還能為行業(yè)內(nèi)或其他行業(yè)的企業(yè)明確市場定位提供借鑒。
[Abstract]:China's real estate exploding development, accompanied by the rapid development of the construction market. As one of the new architectural solutions, the light steel structure residential system has gradually occupied a certain market position with its structural safety, energy saving, environmental protection, fast and efficient, and the unique performance of industrial development. Although the development of light steel structure housing system in China is not smooth sailing, especially the establishment of national norms, cost control, consumer acceptance degree also restricts the development of light steel structure housing system to a certain extent. But the light steel structure residence develops in the domestic ten years, at the same time is the Chinese general contracting enterprise in response to the central government call to "go out" to participate in the international investment and contracting project, it should be said that the light steel structure housing market is expanding, the demand is increasing. This article has carried on the special research to the Bosig housing division market localization. First of all, this paper introduces the background, product system, marketing, technology, production capacity and so on. Secondly, this paper analyzes the social, political, economic and technological environment faced by Bosig Housing Department from the point of view of the business environment and the industry environment, and focuses on the industry situation, industry structure, and so on. The condition of a major competitor, etc. Then, this paper combines internal and external research and interview, industry questionnaire and interview, satisfaction survey and so on, and clarifies the competitive advantage of Bothger residential business. At last, this paper subdivides the market of Bosig's residential business, selects the suitable target market by using qualitative and quantitative methods, and puts forward the market orientation of Borg's residential business by using the method of market orientation. The conclusion of this paper not only has the reference value for the market positioning of Bosig Housing Division, but also can provide reference for the enterprises in the industry or other industries to define the market position.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 金琳;;定位理論國內(nèi)研究綜述[J];當(dāng)代經(jīng)濟(jì);2009年01期

2 紀(jì)穎波;;新加坡工業(yè)化住宅發(fā)展對我國的借鑒和啟示[J];改革與戰(zhàn)略;2011年07期

3 楊勇;何婧;;制約我國鋼結(jié)構(gòu)住宅產(chǎn)業(yè)化發(fā)展的因素及對策[J];山西建筑;2010年04期

4 牛慶芳;韓震;;淺析輕鋼結(jié)構(gòu)住宅在我國的發(fā)展[J];科技情報開發(fā)與經(jīng)濟(jì);2008年09期

5 李雪欣;李海鵬;;中國品牌定位理論研究綜述[J];遼寧大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2012年03期

6 謝怡;;住宅產(chǎn)業(yè)化發(fā)展分析——從日本住宅產(chǎn)業(yè)化結(jié)構(gòu)分析我國住宅產(chǎn)業(yè)發(fā)展之路[J];現(xiàn)代商貿(mào)工業(yè);2009年17期

，

本文編號：1959893