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1、中州大学毕业论文浅谈圣象地板的市场开发与推广随着人们生活水平的提高，绿色环保、回归自然的消费观念的深入人心，木地板成为人们地面装饰材料的首选。近两年，地板市场的状况急转直下，行业景气指数迅速下滑，而与之同时，通胀、原材料上涨、人力成本飙升的不利也幵始给地板企业带来极大的压力，很多缺少品牌溢价能力的地板品牌一时陷入经营困境。很多企业意识到以前的做法很难将企业带出泥沼，痛定思痛之下，不少企业开始重新审视起原有的营销和经营策略，相继走上了转型升级和品牌营销升级之路，从某种程度上来说，这对地板行业未尝不是一件好事。企业的生存与发展、资源、问题和机会都是由整个产业的宏观环境和微
2、观环境产生和调节的•通过对国内实木地板产业营销环境的分析，发现今后实木地板产业将会呈现四大发展趋势:1、原料与企业数量将减少;2、产品质量和结构升级;3、实木地板多元化发展;4、实木地板走向标准化。企业应该做好市场细分、市场选择和市场定位STP战略研究和具体的产品组合和换代升级高中端产品策略、有限资源的高价格策略、短而宽渠道策略、让利消费者紧贴装修市场的促销策略以及营造“环保、生态、绿色、健康”绿色木地板营销的主题。关键词：地板产品；营销环境；核心竟争AbstractAspeoplelivingstandardenhancement,greenenvironmenta
3、lprotection,returntonaturalconsumptionideathoroughpopularfeeling,woodfloortobecomepeoplethegroundadornmentmaterialofchoice・Nearlytwoyears,thestateoffloormarketplummet,industryclimateindexdeclinerapidly,andatthesametime,withinflationandrisingrawmaterialandlaborcostssoaringadversealsostar
4、tedtofloorenterprisetobringhugepressure,thefloorofalotoflackofabilitytobrandpremiumbrandmanagementdilemmaatthemoment.Thepracticeofmanycompaniesrealizethatbeforeitishardtoenterpriseoutofthemire,painfulexperience,manycompaniesbegantore-examinetheoriginalmarketingandbusinessstrategy,oneaft
5、eranotheronthepathoftransformationandupgrading,andbrandmarketingtoupgrade,tosomeextent,itoftenisnotagoodthingtofloorindustry.Thesurvivalanddevelopmentoftheenterprise,resources,problemsandopportunitiesaremadebytheindustry'scauseandadjustthemacroscopicenvironmentandmicrocosmicenvironment.
6、Throughtheanalysisofthedomesticindustrymarketingenvironmentofrealwoodfloor,foundthefuturedevelopmenttrendofrealwoodfloorindustrywillshowfour:1,rawmaterialandthenumberwillbereduced;2,upgradeproductqualityandstructure;3,diversificationofrealwoodfloor;4,realwoodfloortostandardization.Enter
7、prisesshoulddoagoodjobinmarketsegmentation,marketselectionandmarketpositioningSTPstrategyresearchandspecificproductportfolioandupgradethehighendproduct,thehighpriceoflimitedresources,shortandwidechannelstrategy,allowsconsumerstodecoratethepromotionstrategyofthemarketandbuild''e
