DOC《南京林业大学》

南京林业大学 本科毕业设计(论文) 题目:国内某企业办公家具营销模式的探究 学院: 南方学院 专业: 工业设计(家具设计) 学号: N080404123 学生姓名: 徐杰 指导教师: 李军 职称: 教授 二O一二 年五月十六日 摘要 中国经济的高速发展和人民生活水平的不断提高,为办公家具行业提供了广阔的发展空间.

改革开放和经济体制改革为中国办公家具行业注入了活力.在几十年的计划经济体制下,办公家具企业多为国营和集体所有.近年来政府大力推进的经济体制改革,促使办公家具企业在体制上发生了根本的变化,集体和国营为主的格局逐步改制和退出,民营企业取代其成为主体.但,整个行业仍然参差不齐,特别近几年受房地产市场的影响,有的企业已经濒临倒闭,而有的企业仍然每天加班加点在生产供货.我认为,造成这样的原因,跟各个企业选择自己的营销模式方式有很大的关系. 本文以国内某办公家具专营企业为例子,从微光方面剖析了其在办公家具领域的营销模式,同时对营销理论进行了概括和归纳,再结合我国国内办公家具行业的发展整体水平和趋势运用了多种分析手法,详细分析了国内某企业的内外部环境,并综合借鉴运用了营销组合策略,提出了办公家具企业营销模式的新构想. 关键词:办公家具;

环保;

市场;

国营;

民营;

营销策略;

营销模式 Abstract The rapid development of China'

s economy and the people'

s living standards to improve the office furniture industry to provide a broad space for development. Reform and opening up and economic system reform of China office furniture industry for into energy. In the decades of under the planning economic system, office furniture enterprise more for the state-owned enterprises and collective all. In recent years, the government has made great efforts to promote the reform of economic system, and to promote the office furniture enterprise in the system radically changed, and the pattern of the collective mainly gradually restructuring and exit, the private enterprise replace its become main body. But, the whole industry is still uneven, especially by the influence of the real estate market in recent years, some enterprise is on the verge of collapse, and some companies are still working overtime every day in the production of supply. I think, cause such reason, with each enterprise choose their own marketing mode has the very big relations. This paper to a domestic office furniture enterprises exclusively for the example, analyzed the light from its in the field of office furniture to marketing mode, and the marketing theory are summarized and concluded, again with China'

s domestic office furniture industry development trend of the overall level and using a variety of analysis technique, a detailed analysis of a domestic enterprise of internal and external environment, and use for reference the comprehensive marketing mix strategy, and puts forward the office furniture enterprise marketing model of new ideas. Keywords: office furniture;

Environmental protection;

Market;

State;

Private;

Marketing strategy;

Marketing model 目录

一、 绪论61.1 本论文的背景和意义

6 1.2 本论文的主要方法和研究进展

6 二 、市场营销模式理论综述

8 2.1营销模式的概念

8 2.1.1 体验式营销:

8 2.1.2 一对一 营销

8 2.1.3 全球地方化营销

8 2.1.4 关系营销