上海奧邦裝飾設(shè)計有限公司營銷策略研究.pdf

1、弋770694後旦大學(xué)碩士學(xué)位論文上海奧邦裝飾設(shè)計有限公司營銷策略研究院系(所)：管理學(xué)院學(xué)較代碼：10246學(xué)號：022025222專業(yè)：王逝篁堡——姓名：指導(dǎo)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