河南理工大学万方科技学院本科生毕业论文(设计) 欧派木门郑州市场营销策划
院系名称经济与管理科学系
姓名
学号200
专业市场营销
指导教师讲师
2013年04月20日
摘要
随着经济水平的不断提升，人们对生活品质上有了更高的要求，所以更多的人在装饰新房选择家居门时会放弃传统木工手工现场制作，而选择在美观、环保、隔音等方面更具品质的生产线木门产品。所以未来的家装木门行业定有灿烂的前景。
欧派木门以“打造世界一流制门企业，争创中国木门第一品牌”为企业目标。公司有健全的营销网络及服务体系，拥有布局全国的各级专卖店千余家，并已与恒大地产、万科地产等中国著名房地产企业建立了战略合作伙伴关系。公司拥有自营进出口权，产品出口欧、美、非等数十个国家。
然而近几年随着各种环境的变化，企业面临着艰难的境地。经济危机的到来，致使国外订单骤减；国家相继出台的房地产限购政策，给与房地产息息相关的家装业带来巨大压力；市场中不断加入的竞争者也使市场竞争日益激烈，但是机会与危险并存，面对着空前复杂的国内外市场环境，企业必须主动出击，抢占市场，抢占份额。
面对这样的境遇，本文针对企业内外部环境予以准确的分析，并有效的运用各种企业资源，制定一份适时的完善优质的营销策划，从而使企业的营销活动更加有效，品牌形象的塑造与传播更加成功，最终转化为企业的创造价值。
关键词：欧派木门；竞争激烈；灿烂前景；营销策略错误！未找到引用源。
Abstract
With the improving of the economic level, people have higher demands on the quality of life, so choose household decorates new home to more people in the door when they give up traditional carpentry hand-made scene, beautiful, environmental protection, sound insulation, etc in more quality wood products production line. So in the future home outfit wooden door industry has a bright prospect.
Opai wooden doors "to build a world-class enterprises in door, wood in China first brand" for the enterprise goals. Company has a sound marketing network and service system, has a layout of the store more than thousand at all levels, and has set up with evergrande real estate, vanke real estate, and other famous Chinese real estate enterprises to establish a strategic cooperative partnership. Company has the self-management import and export rights, products are exported to Europe, America, Africa, dozens of countries.
However in recent years with all sorts of changes in the environment, the enterprise faced with the difficult situation. The arrival of the economic crisis, the overseas orders; Countries have issued the property restrictions, giving real estate home goods bring great pressure which is closely linked; With competitors in the market and the market increasingly competitive,,,,,, but opportunity and risk coexist, facing the unprecedented complex domestic and international market environment, enterprises must actively, seize market, market share.
In the face of such situation, this article in view of the analysis of enterprise internal and external environment to be accurate, and efficient use all kinds of enterprise resources, develop a timely improve the quality of marketing planning, so as to make the enterprise more effective marketing activities, brand building and communication more successful, eventually into enterprise creates value.
Key Words: Opai wooden doors,fierce competition,bright future,marketing scheming
目录
1 引言 (1)
2 市场环境 (1)
2.1 宏观环境 (1)
2.2 微观环境 (1)
3 郑州木门行业市场现状 (1)
3.1 郑州市人口及消费结构 (1)
3.2 品牌众多 (2)
3.3 产品品类 (2)
3.4 郑州市场各品牌所占市场份额 (2)
4 五力模型行业分析 (3)
4.1 主要竞争者 (3)
4.1.1TATA木门 (3)
4.1.2 美心木门 (3)
4.1.3 爱巢木门 (3)
4.2 替代品的威胁 (3)
4.3 新进入者的威胁 (4)
4.4 行业内现有竞争者 (4)
5 SWOT分析 (4)
5.1 优势 (4)
5.2 劣势 (4)
5.3 机会 (5)
5.4 威胁 (5)
6 欧派木门STP (5)
6.1 S—欧派木门市场细分 (5)
6.2 T—欧派木门目标市场选择 (5)
6.3 P—欧派木门市场定位 (6)
7 欧派木门的营销策略 (6)
7.1产品策略 (6)
7.2 渠道策略 (6)
7.2.1店面销售 (6)
7.2.2市场推广 (7)
7.2.3第三方平台销售 (7)
7.2.4合作销售 (7)
7.2.5工程渠道 (7)
7.3推广策略 (7)
7.3.1纸质广告 (7)
7.3.2户外广告 (8)
7.3.3电视广告 (8)
7.3.4网络推广 (8)
8 预算与控制 (8)
8.1预算 (8)
8.2控制 (8)
8.2.1人员推销控制 (8)
8.2.2广告控制 (8)
8.2.3活动控制 (9)
8.2.4预算控制 (9)
9 结束语 (9)
参考文献 (10)
致谢 (11)