XX木业新型装饰板的市场推广研究

I内容摘要近年来我国的市场经济经历了长期持续的高速发展，世界贸易组织的加入给我国经济的发展带来多重机遇和挑战。专家指出，中国经济再次腾飞的关键在于中小企业的良性发展，而中小企业要良性发展就必须学会“两条腿走路”，既要做好资本市场的运营，又要做好产品的市场推广。市场推广不是一个出名的名词概念，不是由那个科学家提出的，如市场公关/市场推销。它的产生是在市场的发展和进步中演进出来的，是指对某个产品的性能特点进行宣传介绍，是使消费者接受、认可、购买，是销售、营销的手段和方式。本人在阅读大量文献资料的基础上，从市场推广的概念、表现形式入手，以XX木业有限公司旗下的新型装饰板的市场推广方法为研究对象，对其发展现状及市场特征进行详细全面地分析和探索研究，即从专业的角度分析市场推广对一司产品迅速走向市场产生着不可忽视的积极作用，同时重点分析研究该公司对其新产品市场推广方法中出现的问题，以期能对其经营方式及推广方法有所帮助，学以致用。最后，针对其新产品市场推广方法的现实状况，提出相应的对策和建议。关键词中小企业网络推广展览会II目录内容摘要····································································································I一、理论概述·····························································································1（一）市场推广的内涵···············································································11．市场推广的概念·················································································12．市场推广的特点·················································································13．市场推广与营销的区别·······································································2（二）本课题研究的基本框架、方法及思路···················································2二、市场现况·····························································································2（一）企业概要························································································2（二）主要产品及业务范围·········································································2（三）XX木业新型装饰板产品优势·····························································3（四）国内装饰板市场概况·········································································3三、市场推广现状及存在的问题·····································································4（一）目前采用的推广方法·········································································41．网络推广··························································································52．参加展览会·······················································································6（二）市场推广活动中存在的问题·······························································61．网络推广中遇到的问题·······································································62．参展过程中存在的问题·······································································73．推广过程中暴露的一些其他问题···························································7四、市场推广策略的调整与改进·····································································8（一）网络推广的调整建议·········································································8（二）参展推广的改进措施·········································································9（三）提炼卖点——“激光彩印”·······························································9（四）健全人事管理制度，明确职责权关系··················································10（五）“破局”——打破传统观念束缚，吸收最新营销理念·······························10五、结论··································································································11致谢··································································································12参考文献··································································································121XX木业新型装饰板的市场推广研究近年来，随着我国经济的迅速发展与消费者观念的更新，以及生活水平和文化水平的提高，房地产产业兴起，室内装修的需求也逐渐兴旺，导致诸多企业与商家不断进入装修市场，形成群雄逐鹿的局面，促使着商家不断地研究开发新的产品及变新市场推广的方式方法，以满足消费者的需求。一、理论概述多年的外向型经济实践，使我们深刻认识到对于新兴的商业模式，新兴的推广手段要大胆尝试，大胆实践。企业必须通过自力更生，自我发展，探索出一条符合集团未来和现实资源条件的推广之路，将先进的科学技术成果武装到传统的市场推广工作中去才可以赢得可贵商机，不断发展壮大。（一）市场推广的内涵1．市场推广的概念市场推广是指企业为扩大产品市场份额，运用相关工具，与顾客（用户）进行沟通、互动，从而迅速提高产品销量和知名度，将有关产品或服务信息传递给目标消费者，激发和强化其购买动机，并促使这种购买动机转化为实际购买行为而采取的一系列措施。从字面上理解：推，既是推动，拉动；广，就是广而告之、广而卖之。推广就是聚焦、放大、沟通、说服消费者购买的过程。市场推广就是如何利用推广的手段达到企业营销的目的。简单地说，就是借助各种促销手段，研究开发市场、扩大市场，提高企业产品的市场占有率，通过不同分销渠道将企业生产的产品在市场上转化为商品，为扩大产品的销售开辟新路子，扩大市场份额，实现经济效益的最大化。这就是市场推广，也叫市场资源控制。2．市场推广的特点市场推广是企业经营发展的关键步骤，牵涉到企业经营的诸多方面，同时又形成了一个完整而复杂的体系，它以强大的市场功能在营销领域扮演着重要的角色，其目的在于有效配置企业可利用的资源以实现企业的目标，它是整个营销活动的一个重要部分，核心是产品定位、目标用户确定及目标市场的开拓。因此，企业为抢占市场份额，提升销量而进行的相关活动，都可以列入市场推广的范畴。23．市场推广与营销的区别市场推广与营销都通过有效配置企业资源以实现企业的目标，与人们所说的“营销”概念在目的上有一致之处，市场营销既包括内部资源的利用又包括外部资源的利用，而市场推广的某些工作虽然与企业内部结构有关，但它更侧重于外部资源的利用，是一门在经销实战中总结出来的学问。（二）本课题研究的基本框架、方法及思路本文以实战性格为基调，以产品、用户、市场为基础，以市场推广的准备、执行和控制为线索，以市场推广方法的介绍为补充，旨在为中小企业的市场推广提供切实的帮助。因此，本文与诸多高深理论的区别在于，它以小见大，通过真实案例，用通俗易懂的语言分析研究了中小企业对其新产品的市场推广方法，及其实施过程中可能出现的一些共性问题。本论文主要以章节式写法为主，共分五章，每章又分为数个小节。第一章为理论概述，是对市场推广定义及其特点的综述和分析；第二章为透视现象，主要是“XX木业”现况剖析和当前国内装饰板材的市场状况描述；第三章为市场推广现况，主要是对“XX木业”当前市场推广现况的描述及深入分析，并指出其中存在的问题；第四章为改进对策，针对其推广方法中的不足提出相应的改进措施；第五章为结论，总结国内中小企业市场推广过程中的注意事项。二、市场现况随着我国经济的迅速发展与消费者观念的更新，以及生活水平和文化水平的提高，我国消费者的环保意识逐渐加强，消费需求也逐渐由“从众”转向追求个性化、理性化。（一）企业概要XX木业有限公司是一家私营企业，公司坐落于亚洲最大的胶合板生产基地，占地面积约35000平方米。西临京九铁路和“106”国道，位于北京、天津之间，地理环境优越，属于中国目前最具经济活力的京津唐环渤海经济圈的中心地带，拥有优质的货源和便捷的物流系统，交通便利，市场发展潜力巨大。公司的经营理念：以质量为根本，以信誉赢市场，以服务求发展。（二）主要产品及业务范围3XX木业是生产型企业，成立于1992年，所属行业为家居用品行业，前期主要做外贸，现已有一定的规模，员工人数大约在300人，主要经营的产品是卧室家具中的床架及家具配件附件。现公司主导产品包括各种规格多层板（门板，地板基材，家具板材）、弯曲木（各种家具配件）、床弯条、床框、各种床架、实木床及塑料五金配件，产品畅销德国、法国、意大利、丹麦等国家和地区，并与其建立了良好的合作关系，产品一直处于供不应求态势。2009年，依据其优越的地理优势，XX木业耗巨资引进一条先进的室内装饰板材自动化生产线，经过一年多的反复调试、摸索和不断尝试，装饰板材自动化生产线终于在2010年岁末调试成功，并独创地在基材上运用了一种唤作“激光彩印”的新工艺，极大地降低了生产成本，也陡然间使产品的花色种类有了量化的提高，基本上可以做到满足客户的任何花色需求。（三）XX木业新型装饰板产品优势1．出厂价格低，经销商利润空间大XX木业凭借其优越的地理优势和新工艺“激光彩印”技