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1、第III页装饰装修公司营销策略研究摘 要随着社会的快速进步，经济的繁荣发展，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。但是近几年来，由于国家对房地产政策的严加调控，导致装饰装修行业处于低迷的状态，许多装饰装修公司处于倒闭或者停业状态，同时，企业内部营销管理也存在一些问题。为此，改变营销策略是装修行业当前应该积极采用的措施，分析企业存在的劣势，找出问题产生的原因，提出营销策略改进措施，其中重点探讨了公司的产品改进、价格改进、渠道改进和促销改进的具体方法，并提出改进实施方法。本文是以鞍山嘉宁装饰装修公司为例，应用了SWOT方法分析企业
2、的外部环境，对鞍山装修行业存在的问题，变化趋势等情况进行分析，找出鞍山嘉宁装饰装修公司营销方面存在的不足，从而改善营销措施，提高企业的核心竞争力。关键词：装饰装修，营销策略，研究NingAnshandecorationcompanymarketingstrategyresearchAbstractWiththerapiddevelopmentofsociety,economicprosperityanddevelopment,isdirectlypromotedtherapiddevelopmentoftheconstructionofinfrastructure,ledto
3、theriseofrealestate,whilepromotingtheinteriordecorationindustryprosperity.Butinlastfewyears,5.1-9,,services,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-functionalpublictransportsystem,thusprotectingthereg
4、ionalpositionandachieve第III页becausethecountrytotherealestatepolicystrictregulation,leadingtodecorateanindustrydownturninthestate,alotofdecorationcompanyincloseorclosedowncondition,atthesametime,enterprisemarketingmanagementalsoexistsomeproblems.Therefore,tochangethemarketingstrategyisthedec
5、orationindustryshouldactivelyadoptmeasures,analysisofenterprisesdisadvantages,findoutthecausesoftheproblems,putforwardmeasurestoimprovethemarketingstrategy,whichfocusesonacompany'sproductimprovement,priceimprovement,channelimprovementandpromotionofimprovementmethods,andputsforwardtheimprove
6、mentmethods.ThispaperistoNingAnshandecorationcompanyasanexample,usingSWOTmethodtoanalyzetheexternalenvironmentoftheenterprise,Anshandecorationindustryproblems,changetrendwereanalyzed,tofindouttheNingAnshandecorationcompanymarketingproblems,therebyimprovingthemarketingmeasures,improvethecore
7、competitivenessofenterprises.Keywords:Decoration,Marketingstrategy,Study目 录1绪论11.1研究背景11.2研究目的及方法11.3论文的主要内容12相关理论介绍25.1-9,,services,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-le
