居然之家规模扩张后营销策略分析-(5804)

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1、万方数据北京交通大学硕士专业学位论文ABSTRACTABSTRACTSummarySince2010，asthe”tennewcountries”andotherkindsofrestrictionsoftherealestatemarketdeveloped，theimpactontherealestateindustryofourcountry,thusaffectitsdownstreamhouseholdbuildingmaterialsindustry．Atthesametime，thearrivalofthetideofI

2、nternetmakepeople’Sconsumptionideaandconsumptionpattemschange，theinfluxofmanufacturersanddistributorsaswellastheemergenceofnewIntemethouseholdbuildingmaterialsenterprise，toacertainextent，bypasstraditionalretailcustomersintheindustry．Thenthereisthephenomenonofmoreandmore

3、developersintohouseholdbuildingmaterialsmarket，totherealstorebuildingmaterialsbusinesshashadahugeimpact．Underthecommonroleofabovefactors，totraditionalstoresofhouseholdbuildingmaterialsindustryofOurcountrybringsunprecedentedchallenges．However，itisinsuchamarketenvironment

4、，theEasyhome，ashouseholdbuildingmaterialscirculationindustry”leader”oftheenterprise，stillinsistonourexpandingpace，inrecentyearsthechaintothedomesticlinestothreeorevenfourcities，hopethatthroughtheexpansionofthestoretoimprovemarketshare．But，inthehomeimprovementindustrygra

5、duallymaturetoday,OurEasyhomeinthescaleexpansionandcatertotheneedsoftheconsumers，andevenleadtheirneeds，tofindsuitableforenterprise’Smarketingstrategyandinnovateinmarketingchannelsandmeans，andwhethertheenterprisecanreallydoitatthesametimeinthescaleexpansionofgrabbingmore

6、market，reducetheenterpriseitself,homebuildingmaterialsmanufacturersandagentsoperatingpressure，inthefiercemarketcompetitionkeepstableoperation，theseproblemshavebecomeseriousproblemstobefaced、析tllthebanktherestoftheindustryenterprises．Basedonthehouseholdbuildingmaterialsc

7、irculationindustryWastheEasyhomeofoneofthemainstreamenterpriseasanexample，onthebasisofalargenumberofhistoricalpracticesanddataanalysis，byusingPESTandSWOTanalysismethod，clearistheEasyhomeofthepositioninginthemarketandindustry,andtotheenterprisemarketingstrategyandchannel

8、innovationdesign，relatedresearchachievementsofthepaperonthetransformationandsustainabledevelopmentoftheenterpr