上海奧邦裝飾設計有限公司營銷策略研究.pdf

1、弋770694後旦大學碩士學位論文上海奧邦裝飾設計有限公司營銷策略研究院系(所)：管理學院學較代碼：10246學號：022025222專業(yè)：王逝篁堡——姓名：指導教師：完成甘期：楊智羅殿軍副數(shù)授2004年10月27日022025222楊智上海奧邦駛飾毆計柏限公i目營銷策略研究AbstractWiththeflourishofrealestateinShanghaiinrecentyearstheinteriordecorationind

2、ustryhasgrownveryfastNOWthebusinessvolumeofinteriordecorationmarkethasreached25BillionYuanThenumberofinteriordecorationenterprisesexceedsl60，000ThecompetitionisscorchingInthemarketingoperation，howeveritiscommonfortheente

3、rprisestobeexposedproblemslikelowquality，jerrybuiltprojectsandpoorservicesTheirmarketingpatternsgenerallyfoCUSontraditionaladvertisementsA11thesedonotmatchtheimageofametropolitanlikeShanghaiandthusprovideoppommitiesforth

4、eentrantsLastyearthewriterhasenteredintothisindustrybyfoundingShanghaiAobangInteriorDecorationCoLtdwithafriendintheFudanMBAclassDuringthisprocessthewriterhasaccumulatedexperiencesinapplythemodemmarketingtheoriestotheprac

5、ticessuchaschoosingpartners，selfpositioning，targetingclients，theformulatingandenactingofmarketingstrategiesInthisdissertationthewritersummarizedwhathehaslearnedinthisperiodandthisiStheresultofmeditationBywritingthisthewr

6、itertriedtoexploreamoresuitablemarketingstrategyforthedevelopmentofthecompanyThedissertationstartswimtheanalysisofmacroenvironmentbyusingPoltertheorytoanalyzethefiveforcesintheenterprise’SenvironmentThenthewriterstatedth

7、esegmentationofthemarketandthetargetedclientsafteranalyzingtheenterprise’SSW0TOnthebasisoftheseanalyses，thewriterformulatedacomprehensivemarketingstrategywhichCandirectthedevelopmentoftheenterpriseInt11elastpartdatabasem