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1、木地板论文：木地板市场营销策略【中文摘要】T木业公司是中国中高密度板深加工企业,其所处行业具有劳动密集程度高、资源依赖性强、产业较分散、产出较低等特征,T木业公司从建立以来管理水平不高、营销能力较弱，从而形成规模不大、效益比较差的企业竞争地位。进入21世纪，国家实施天然林保护工程，木地板市场竞争也越来越激烈，经营压力越来越大。在市场竞争日益激烈的今天，不同木地板厂商的产品越来越趋同，市场的竞争越来越多的集中在品牌，渠道等方面的竞争，也就是营销策略的竞争。本文通过对T木业公司市场环境分析以及竞争分析，提出营
2、销策略，对于T木业公司迎接严峻的挑战,具有重要的参考价值和指导意义。本文从国内木地板的发展入手，分析木地板市场宏观环境，运用波特模型对T木业公司所处的五种微观环境进行分析,确定行业内的主要竞争对手，结合SWOT分析提出T木业公司应采用目标集聚的竞争战略，并应用目标市场营销策略进行市场定位和产品定位，通过营销策略的探讨，提出产品策略、价格策略、渠道策略、促销策略。【英文摘要】TwoodenfloorcompanyisoneofChina/swoodinthedeep-processingenterprise
3、sMDF,theindustrieswithahighdegreeoflabor-intensive,resource-dependent,andmoredecentraliTiedindustries,theoutputcharacter]stiesofa1ow,Twoodmanagementlevelisnothighsinceitsestablishment,themarket!ngcapabilitiesisweak,sothecompanyhaveapoorefficiencyofthecomp
4、etitiveposition.In21stcentury,thenationalimplementationofthenaturalforestprotectionproject,woodflooringhasbecomeincreasinglyfiercemarketcompetition,increasingpressureontheoperation.Increasinglycompetitiveinthemarkettoday,differentwoodfloormanufacturersinc
5、reasinglyconvergentproducts,competitioninthemarketmoreandmorefocusedonbrandsandchannels,suchascompctition,thatis,thecompetitivedistributionstrategy.TheAnalysisofthemarketenvironmentandcompetitivethatBasedontheTCarpentryCompany.Andproposemarketingstrategyt
6、hatmeetseriouschallenges,ithasanimportantreferenceandguidetotheTcompany.Inthispaper,thedevelopmentofdomesticwoodfloortostart,analysisofwoodfloormarket,macro-environment,theuseofPorter^smodelofTCarpentryCompanyinwhichthefivemicro-environmentanalysisofmajor
7、competitorsintheindustry,combinedwithSWOTanalysisofTWoodcompaniesshouldadoptthegoalofcompetitivestrategyofclustering,andapplicationofthetargetmarketpositioningmarketingstrategyandproductpositioning,marketingstrategy,throughthestudyandmakeproductstrategy,p
8、ricingstrategy,channelstrategy,promotionalstrategy.【关键词】木地板市场营销策略【英文关键词】Woodenfloormarketingstrategy【目录】T木业公司营销策略研究摘要4-5Abstract5第一章绪论8-211.1选题背景8-91.2选题意义91.3营销理论综述9-191.3.1市场营销的定义9-111.3.2营销环境理论分析11T31.3.3STP理论13-
