论文总字数：24397字

摘 要

建材行业作为一个与人民生活密切相关的行业之一，它的发展应紧随经济潮流的变化。最近几年，房地产业的迅速发展，也使得建材行业成为行业热门。然而，由于行业发展速度过快，跟不上其管理水平，所以建材行业在营销策略和日常经营中存在很多问题：营销成本过高、管理水平较低、销售渠道不稳定等。面对竞争激烈的建材行业，九龙建材市场怎样在激烈的竞争中取得胜利，在艰难的生存环境中冲出重围，寻求和拓展生存和发展空间，是需要我们探究的。

九龙建材市场经过近几年的发展，现已在其区域内发展得较好，其中也有很多应该被其他同行所学习的地方，如它注重品牌效应，广泛吸纳品牌；有较强的服务意识，顾客忠诚度高等方面对于扩大其行业的占有率是非常有利的。本文就是先通过对九龙建材市场进行介绍，分析它所处的宏观环境和行业竞争环境，得到自身发展的优势、劣势、机会和威胁。依托九龙建材市场的环境条件，分析它市场定位和营销策略的研究，进而深入分析它营销策略中存在的问题，并努力找到解决之策，使其在行业内更好地发展，为行业提供借鉴。

关键词：九龙建材市场；环境分析；营销策略

Research on Marketing Strategy of Building Materials Market in Kowloonv

Abstract

Building materials industry as a closely related with people"s lives, one of the industry, its development should follow the trend of the changes in the economy. In recent years, the rapid development of the real estate industry, but also makes the building materials industry has become a hot industry. However, due to the pace of development of the industry too fast, and not on the level of management, so the building materials industry in the marketing strategy and daily operations exist a lot of problems: the high cost of marketing and management level is relatively low, sales channel instability. Facing the fierce competition in the building materials industry, building materials market in Kowloon how in the fierce competition victory in a difficult environment for the survival and break through the tight encirclement, seek and expand the space of survival and development, is the need for us to explore.

Building materials market in Kowloon after recent years of development, has in the region develop better, of which there are many should be learning counterparts in other places, such as its focus on brand effect, to attract a wide range of brand; have a strong sense of service and customer loyalty higher for expansion of the industry"s share is very favorable of. This paper is the first by introduction to the building materials market in Kowloon. Analysis the macro environment and industry competition environment, get their own development advantages, weaknesses, opportunities and threats. Relying on the environmental conditions of building materials market in Kowloon, analyze its market positioning and marketing strategy research, and in-depth analysis of its marketing strategy And strive to find solutions to make it better in the industry development, to provide a reference for the industry.

Keywords: Kowloon Building Materials Market; Environmental Analysis; Marketing Strategy;

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 选题背景与意义 1

1.2 研究目的与内容 1

1.2.1 研究目的 1

1.2.2 研究内容 1

1.3 研究方法与思路 2

1.3.1 研究方法 2

1.3.2 研究思路 2

第二章 文献综述 4

2.1国外研究概况 4

2.2 国内研究概况 4

第三章 九龙建材市场的概况及环境分析 6

3.1 九龙建材市场的概况 6

3.1.1 九龙建材市场简介 6

3.2 九龙建材市场的环境分析 6

3.2.1 宏观环境分析 6

3.2.2 九龙建材市场的行业竞争环境分析 7

3.2.3 SWOT分析矩阵 9

第四章 九龙建材市场现有营销策略分析 10

4.1 九龙建材STP战略分析 10

4.2 九龙建材市场现有营销策略分析 10

4.2.1 产品策略 10

4.2.2 服务策略 11

4.2.3 渠道策略 11

4.2.4 促销策略 12

第五章 九龙建材市场现有营销策略中存在的问题及解决之道 15

5.1 九龙建材现有市场营销策略中存在的问题 15

5.1.1 产品组合宽度窄，未能满足消费需求 15

5.1.2产品品牌知名度不高，未形成品牌梯级 15

5.1.3 营销渠道狭隘，渠道冲突明显 15

5.1.4 售后跟踪不到位，服务质量不高 15

5.2 九龙建材市场营销策略问题的解决之道 16

5.2.1 拓宽产品线，重视绿色建材产品 16

5.2.2 大力推广品牌，打造强势品牌 16

5.2.3 解决渠道冲突，开展网络营销 17

5.2.4 制定优质服务体系，线上线下连接 17

第六章 结 论 19

致 谢 20

参考文献（References） 21

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