施耐德电气产品细分市场的调研分析

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1、对外经济贸易大掌在职人员以同等学力申请硕士学位论文论文题目：施耐德电气产品细分市场的调研分析主题词：装修公司电气产品营销策略专业：全些萱理研究方向：幽研究生姓名：±臣墨导师姓名：赵茔熬援论文起止时间：2QQ§：!!兰QQ§：Q生Y862337ABs，l’姒C’l’Afterenteringthe21“century，therealestateindustryinChinaacquiresrapidgrowth，whichprovideslargepotentialforthedecorationindustry

2、．Thedecorationindustryhasbecomeanewconsumermarketofmorethen500billionyuanafter10yearsofdevelopment．Wehavecometotheeraofpayinggreatattentiontobothlivingsafetyandcomfort．Fromthesocket，consumerunit，doorentrytoInternetjack，everythingisconnectedwithelectricity．Th

3、elargepotentialofelectricalproductsindecorationindustryhasattractedeyeballofbothinternationalcompaniesandkeylocalplayers．Asaworldleaderinelectricpower，SchneiderElectrichasalonghistoryandgreatpowerinthefield．Withthesuccessfulexpansionofthebusiness，SchneiderEl

4、ectrichavetargetedthedecorationmarketandtakenitasnewgrowthplatform．In2004，thecompanystartedthebusinessinthisfield．IthasmadesomeachievementsuptoNOWbutconfrontedalotofunexpecteddifficulties．Tosetuptherightbusinessmodeltobecomealeaderinthismarkethasbecomethefir

5、stpriorityforthecompany．SchneidersetaprojectteamtomakeinvestigationandanalysisofbothproductsandthemarkettofindoutthebestsolutionforaccesstoChina’Sdecorationmarket．Thisthesisincludes4parts．The1stpartexplainstheresearchbackground，objectiveandmethodology．The2nd

6、partfocuses011decorationmarketonmacro—perspective．The3rdpartuseSTPstrategytomakedetailedanalysisaboutdecorationcompaniesinthemarket．The4thpartisrelatedconclusion，recommendationandstrategyforthecompany．Successfulmarketingstrategycomesfromtherightunderstanding

7、ofthemarket．ThisthesiswouldliketobeasupportforthedecisionmakingofnewmarketstmtegyinSchneiderElectric．Keywords：Decorationcompany，Electricproducts，MarketingstrategyII刖舌进入二十一世纪以来，随着人口的城市化，我国房地产业快速增长，城镇居民居住水平和人居环境得到进一步提高和改善，同时，房地产业快速增长为装饰装修行业提供了广阔的发展空间。我国的住宅装修业在

8、近lO年的时间内发展极为迅速，其市场容量和行业规模的扩展，已超过家电产业和汽车产业，形成兴旺发达的“朝阳产业”。在国家宏观政策的指导下，2004年上半年，我国商品住宅投资4ll1亿元，办公楼投资297亿元，商业营业用房投资766亿元。上述商品住宅、办公楼、商业、营业用房都是装饰装修行业的“大市场”，而住宅装修也已成为全面建设小康社会的重要内容，是改善人民居住环境质量的根本途径，是实现住