分类号： F272.3
2014 届本科生毕业论文
题目： 宿州深圳家居产业园营销策略分析
作 者 姓 名： # # #
学 号： 2010030635
系(院)、专业： 经济管理学院、市场营销专业
指导教师姓名： # # #
指导教师职称： 副 教 授
2014年 5月20日
Classification Code： F272.3 2014 Undergraduate Graduation Thesis
Title: Analysis on Marketing Strategy of ShenZhen Household
Industrial Park in SuZhou
Name: Xu Guoying
Student ID: 2010030635
Department, Specialty: Economics & Management, Marketing
Advisor: Yang Hailong
Advisor Title: Associate Professer
May 20, 2014
摘 要
宿州深圳家居产业园，位于宿州市汴北新区，占地面积15平方公里，总投资580亿，分三期六年开发。虽然项目总体规模较大，但初期仍以售卖家居商铺为主。宿州目前成熟的家居建材市场有2个，而宿州深圳家居产业园一期项目刚刚建成且知名度较低，这使得项目的销售受到了很大挑战。本文通过文献检索、实地考察、访谈调研等方法深入洞察宿州深圳家居产业园项目的发展现状，运用SWOT分析法首先对宿州深圳家居产业园进行了综合分析，并结合项目目标市场的特点，对市场进行细分、目标市场选择和定位，最后提出宿州深圳家居产业园的商铺应该采用虚拟分割的形式售卖，将商铺设计成小、中、大不同的户型，采取折扣定价和差别定价的方法，通过直销和委托代理两种方式渠道模式进行销售，并积极投放广告、开展形式多样的公关活动。
关键词：宿州深圳家居产业园；STP战略；4P策略
ABSTRACT
Shenzhen Household Industrial Park in Suzhou. is located in Bianbei newly-added district and covers 15 square kilometers . With a total investment of 58 billion. according to planning, it will get developed in three phases within six years. Although the scale of the overall project is ratherlarge, at the beginning it mainly sells shops. At present, mature home building materials market in Suzhou has reached two, however, Shenzhen Household Industrial Park in Suzhou owns low fame because its project is just completed, which makes the sale of the project has been a great challenge.The thesis aims to accurately understand the current development of the project through literature search , site visits , interviews and other research methods. Firstly, SWOT analysis is adopted to apprehensively analyze Shenzhen Household Industrial Park in Suzhou. Secondly, according to the traits of the target market of the project, market gets subdivided, and target market is selected and positioned. Finally, the thesis suggests that the shops of this project should be sold in the form of virtual split, that is, the shops are designed to be small, medium and large units, taking methods of discount pricing and differential pricing, employing direct salesand agency, actively putting on advertisement, and carrying out various forms of public relations activities to promote the shops’ sales.
Key words : ShenZhen Household Industrial Park in SuZhou; STP Strategy; 4P Strategy
目 录
绪论 ................................................................................................................................ 1 一、宿州深圳家居产业园的发展现状 ........................................................................1 (一)宿州深圳家居产业园简介 ....................................... 1 (二)营销现状分析 ................................................. 1 (三)当前营销面临的挑战 ........................................... 2 二、宿州深圳家居产业园外部市场环境分析 ............................................................3 (一)宿州深圳家居产业园宏观环境分析 ............................... 3 (二)宿州深圳家居产业园竞争环境分析 ............................... 5 三、宿州深圳家居产业园市场营销策略 ....................................................................6 (一)宿州深圳家居产业园SWOT分析 .................................. 6 (二)宿州深圳家居产业园的营销战略目标 ............................. 9 (三)市场细分 .................................................... 10 (四)目标市场选择 ................................................ 10 (五)市场定位 .................................... 错误！未定义书签。 四、对宿州深圳家居产业园市场营销策略的建议 ..................................................11 (一)产品策略 .................................................... 11 (二)价格策略 .................................................... 12 (三)渠道策略 .................................................... 13 (四)促销策略 ..........................................................................................................14 结论 ..............................................................................................................................16 参考文献 ......................................................................................................................17 致谢 ..............................................................................................................................18
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