競争态势论文K公司市场营销战略研究.docVIP

竞争态势论文：K公司市场营销战略研究 【中文摘要】社会的进步,经济的繁荣,直接推动了基础设施建设的蓬勃发展,带动了房地产业的崛起,同时促进了室内装修行业的繁荣。作为地面铺装的主要材料——木地板,该产业也得到了前所未有的巨大进步。但近两年,一方面受林业资源的短缺的影响,原材料成本持续上涨；另一方面政府加大了对房地产市场的调控力度,装修市场萎靡。这对木地板行业的发展提出了新的挑战。作为行业黑马的K公司需要认真分析当前发展形势和未来的发展态势,并加以翔实的剖析,制定恰当的应对策略,在危机中寻找机遇,获得更大的发展。本文以企业战略理论为基础,先是对木地板的行业状况进行了深入研究,由浅入深的分析了包括行业规模、行业集中程度、上下游行业的关联度、竞争结构以及行业的关键成功要素等问题；然后从PECT(政策、经济、文化和技术)四个方面对K公司所处宏观环境进行阐述,对木地板的需求特点进行了总结,通过波特的竞争对手分析模型对竞争对手进行深入分析,并得出竞争态势矩阵(CPM矩阵)：同时从财务、营销、技术等内部资源方面对企业进行客观评价,最后运用SWOT分析方法对企业所拥有的优势、劣势、机会、威胁做出具体的判断,为公司制定了营销目标,选择了市场营销的基本战略,制定了四个方面的市场营销策略,并对整体营销战略进行了总结。 【英文摘要】The society developing and the economy flourish impulse directly the development of infrastructure construction. And this brings along the realty business growing up and accelerates the development of interior decorating industry. As the main material of ground pavement, wood floor also gets huge and unprecedented progress. But recently, because the cost of material is rising continuously influenced by the short of forestry resources and because the government strengths the regulation and control for realty business, the market of interior decorating is in the condition of sag. This gives new challenges to the industry of wood floor. As the”black horse” of the industry, K Company needs to analyze carefully the current development situation and future developing state. Based the full and accurate analysis, K Company will make a suitable coping strategy to seek chances in the crisis and obtain great development.This thesis is based on the theory of business strategy. Firstly, it lucubrate the status of the industry of wood floor and analyzes the industrial scale, the industrial regional concentration, the degree of associate of upstream and downstream industries, competitive structure and key successful elements of industry, from simplest to more complex. And then, it expatiates on the macro environment of K Company from four aspects, including policy, economy, culture and technology (“PECT”), and summarizes the de