上海盛优建筑装潢材料有限公司的市场营销策略探讨

2004年后，中国大陆的房地产市场迅速扩张和发展，尤其是一线城市的房地产市场蒸蒸日上，促进了建筑、电气、装修材料等多个行业的发展，同样也加快了建筑电气行业的迅速发展。建筑电气市场的巨大潜力，给建筑电气产品和主营销售建筑电气的企业带来新的契机。巨大市场的出现，同时也意味着激烈竞争的涌现。笔者从自己多年从事建筑电气产品销售的经验出发，结合SWOT理论和STP理论，对上海盛优建筑装潢材料有限公司建筑电气产品的营销情况展开分析，最终给出了四条营销策略，分别是产品策略、价格策略、促销策略、渠道策略，希望能为该公司提升市场竞争力贡献出一点参考。

关键词：市场营销；营销策略；4P营销理论

Abstract

After 2004, the real estate market in Mainland China expanded and developed rapidly, especially in first-tier cities, which promoted the development of many industries such as construction, electrical, and decoration materials, and also accelerated the rapid development of the construction electrical industry. The huge potential of the building electrical market has brought new opportunities to building electrical products and companies that mainly sell building electrical. The emergence of a huge market also means the emergence of fierce competition. Based on my years of experience in building electrical product sales, combined with SWOT theory and STP theory, the author analyzes the marketing situation of Shanghai Shengyou Building Decoration Materials Co., Ltd.’s building electrical products, and finally gives four marketing strategies, namely product strategy , Price strategy, promotion strategy, channel strategy, hoping to contribute a little reference for the company to enhance market competitiveness.

Keywords: marketing; marketing strategy; 4P marketing theory

目  录

一、 绪论1

二、营销相关理论基础2

（一） STP和SWOT2

（二）4P营销理论2

三、公司SWOT和STP分析3

（一）公司背景概述3

（二）SWOT综合分析3

1.优势3

2.劣势3

3.机遇3

4.威胁3

（三）STP分析3

1.市场细分3

2.目标市场4

3.市场定位4

四、公司营销策略的不足5

（一）产品策略问题5

（二）价格策略问题5

（三）促销策略问题6

（四）渠道策略问题6

五、上海盛优建筑装潢材料有限公司营销策略优化7

（一）产品策略优化7

1.建立产品分析的框架7

2.分析市场需求7

3.产品策略优化7

（二）价格策略优化7

1.定价方式优化7

2.制定价格体系8

（三）促销策略优化8

（四）渠道策略优化8

六、结束语10

参考文献