本文選題：FJ公司　切入點(diǎn)：家居建材　出處：《華東理工大學(xué)》2013年碩士論文

【摘要】：2001年到2011年隨著房地產(chǎn)業(yè)的興旺,家居建材行業(yè)也保持了近十年的高速增長(zhǎng)。2011年下半年,中國(guó)政府對(duì)房地產(chǎn)業(yè)實(shí)施了強(qiáng)有力的宏觀調(diào)控,效果立竿見(jiàn)影,全國(guó)各地瘋長(zhǎng)的房?jī)r(jià)得到了有效的控制。而和房地產(chǎn)密切相關(guān)的家具建材行業(yè)也受到很大的影響。2012年,是家具建材行業(yè)在連續(xù)快速增長(zhǎng)了近10年后首次發(fā)展比較緩慢的一年。在市場(chǎng)經(jīng)濟(jì)不容樂(lè)觀的情況下,各個(gè)廠商為了能夠生存不得不使出全身解數(shù)轉(zhuǎn)變營(yíng)銷(xiāo)方式,爭(zhēng)奪市場(chǎng)份額。 FJ公司在中國(guó)建筑膠粘劑行業(yè)已經(jīng)發(fā)展近十年,是和中國(guó)房地產(chǎn)行業(yè)一起發(fā)展壯大起來(lái)的。2002年從原有的不到500萬(wàn)資金起步,直到現(xiàn)在年產(chǎn)值達(dá)到近10億人民幣,成為國(guó)內(nèi)該行業(yè)產(chǎn)值最大的公司,不得不說(shuō)是借助了房地產(chǎn)業(yè)的東風(fēng)。FJ公司的營(yíng)銷(xiāo)方式一直是渠道營(yíng)銷(xiāo)的模式,面對(duì)如此激烈的競(jìng)爭(zhēng),各個(gè)新生廠家對(duì)FJ公司現(xiàn)有的營(yíng)銷(xiāo)渠道虎視眈眈,競(jìng)相搶占新市場(chǎng)。但是面臨2012年行業(yè)發(fā)展的實(shí)際情況,以及后期不容樂(lè)觀的形勢(shì),FJ公司一直在摸索并實(shí)施營(yíng)銷(xiāo)方式的轉(zhuǎn)變。本文將運(yùn)用市場(chǎng)營(yíng)銷(xiāo)中市場(chǎng)競(jìng)爭(zhēng)理論,SWOT分析工具,運(yùn)用各種調(diào)研數(shù)據(jù),分析公司所處的市場(chǎng)環(huán)境,遇到的問(wèn)題和困惑,以及后期的營(yíng)銷(xiāo)方式轉(zhuǎn)變的選擇以及注意的事項(xiàng)等。將給FJ公司的發(fā)展提出全方位的營(yíng)銷(xiāo)策略建議,希望對(duì)FJ公司后期營(yíng)銷(xiāo)策略的制定和選擇提供參考和幫助。
[Abstract]:Soaring housing prices across the country have been effectively brought under control.The industry of furniture and building materials, which is closely related to real estate, has also been greatly affected. 2012 was the first year in which the industry grew slowly for the first time after nearly 10 years of rapid growth.In the market economy, in order to survive, the manufacturers have to change the marketing mode and compete for market share.FJ has been developing in China's building adhesive industry for nearly 10 years, and has grown up with China's real estate industry. In 2002, FJ started with less than 5 million capital and now has an annual output value of nearly 1 billion RMB.To become the largest company in this industry, we have to say that the marketing mode of Dongfeng FJ Company, which has made use of the real estate industry, has always been the mode of channel marketing, facing such fierce competition.Each new manufacturer to FJ company's existing marketing channels are eyeing covetously, scramble to occupy the new market.But facing the actual situation of industry development in 2012, and the late situation is not optimistic, FJ company has been groping and implementing the change of marketing mode.This article will use the marketing competition theory and SWOT analysis tool to analyze the market environment, the problems and puzzles encountered by the company, the choice of the later marketing mode change and the matters needing attention.It will give the development of FJ company the omnidirectional marketing strategy suggestion, hope to provide the reference and the help to the FJ company later marketing strategy formulation and the choice.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.92

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