III 德国朗饰壁纸中国公司营销策略优化研究 摘要 壁纸是非常有代表性的墙面装饰材料，在我国装饰材料市场发 展了四十多年，壁纸的应用范围和运用量随着房地产市场多年的飞 速发展实现了快速的提升。截止 2018 年底，壁纸在经济发达的美国、 欧洲、设计理念先进的日韩等国家的室内装饰中铺贴率达到八成以 上，而中国的壁纸铺贴率在室内装饰中占比不到 15%，因此，壁纸在 我国的发展潜力拥有很大的提升空间。 在壁纸行业发展快速的情况下，也衍生出了一些问题，比如市 场不规范、产品同质化严重、行业标准没有及时出台等，壁纸行业 乱象随着市场竞争的激烈而提升，导致壁纸行业整体利润同比下降 了 50%以上。因此，整个壁纸行业必须要做到自律才能有更大的发展 空间。 对于德国朗饰壁纸来说，要在这种市场状况下脱颖而出，必须 在保证墙纸产品的质量基础上，打造高标准的品牌形象、发挥工厂 的技术特长、以产品品质和附加价值提升作为核心竞争力，并通过摘要 IV 精准的品牌定位和高效的营销策略来提升市场占有率。 本文从市场营销理论出发，以德国朗饰壁纸为研究对象，通过 PEST 分析、行业分析及 SWOT 分析来研究德国朗饰壁纸的内部和外部 环境，并对德国朗饰壁纸的营销现状进行分析，提出德国朗饰壁纸 现有营销策略的不足之处。对德国朗饰壁纸现有线上线下经销商进 行问卷调研，获取他们对于德国朗饰壁纸营销策略的看法及期望。 并提出准确的品牌定位，最后从产品策略、渠道策略、品牌宣传策 略、促销策略、售后服务策略六个方面提出德国朗饰壁纸的营销策 略优化方案。 关键词 德国朗饰 壁纸 4P 营销策略Abstract V MARKETING STRATEGIES IMPROVEMENT RESEARCH ON WALLPAPER FOR GERMAN RASCH COMPANY IN CHINA ABSTRACT Wallpaper is a very representative wall decoration material. It has developed for more than 40 years in China's decoration material market. The application scope and application amount of wallpaper have realized rapid improvement with the rapid development of real estate market for many years. By the end of 2018, wallpaper in the economically developed United States, Europe, Japan and South Korea and other countries with advanced design concepts, wallpaper paste rate in the interior decoration reached more than 80%, and China's wallpaper paste rate in the interior decoration accounted for less than 15%, therefore, wallpaper in China's development potential has great room for improvement. With the rapid development of the wallpaper industry, some problems have emerged, such as the non-standard market, serious product homogenization, and untimely introduction of industry standards. The chaos in the wallpaper industry has been improved along with the fierce competition in the market, resulting in the overall profit of the wallpaper industry dropping by more than 50% year on year. Accordingly, whole wallpaper industry must want to accomplish self-discipline ability to have bigger development space. For Germany Rasch decorative wallpaper, stand out in the market conditions, must be on the basis of guarantee the quality of the wallpaper products, create a high standard of brand image, play the factory's technical specialty, to product quality and added value as the core competitiveness, and through the accurate brand positioning and efficient marketing strategies to increase market share.Abstract VI Starting from the marketing theory, this paper takes the German Rasch wallpaper as the research object, studies the internal and external environment of the German Rasch wallpaper through PEST analysis, industry analysis and SWOT analysis, analyzes the marketing status of the German Rasch wallpaper, and puts forward the deficiencies of the existing marketing strategy of the German Rasch wallpaper.A questionnaire survey was conducted on existing online and offline dealers of German Rasch wallpaper to obtain their opinions and expectations on the marketing strategy of German Rasch wallpaper.And put forward the accurate brand positioning, finally from product strategy, price strategy, channel strategy, brand publicity strategy, promotion strategy, after-sales service strategy six aspects of marketing strategy optimization plan of Germany Rasch decoration wallpaper. Name: PingJing (MBA) Supervised by Chen Ya Rong KEYWORDS: German Rasch,Wallpaper,4P,Marketing,Strategies目录 VII 目录 摘要...............................................................................................................................III ABSTRACT.......................................................................................................................V 第一章 绪论................................................................................................................11 1.1 研究背景与研究意义...................................................................................11 1.1.1 研究背景............................................................................................11 1.1.2 研究意义............................................................................................11 1.2 研究内容及方法...........................................................................................12 1.2.1 研究内容............................................................................................12 1.2.2 研究方法............................................................................................13 1.3 研究技术路线...............................................................................................14 第二章 相关理论综述及方法综述............................................................................16 2.1 市场营销及营销渠道基础理论....................................................................16 2.1.1 市场营销相关理论............................................................................16 2.1.2 市场营销组合....................................................................................17 2.1.3 营销渠道相关理论............................................................................17 2.2 市场营销分析工具及方法...........................................................................17 2.2.1 “4P”营销理论................................................................................17 2.2.2 波特五力分析模型............................................................................18 2.2.3 PEST 分析法........................................................................................20 2.2.4 SWOT 分析法......................................................................................20 2.2.5 STP 战略理论......................................................................................21 2.3 本章小结.......................................................................................................22 第三章 德国朗饰中国公司营销环境分析................................................................23 3.1 德国朗饰中国公司介绍...............................................................................23 3.2 中国壁纸市场营销环境分析（PEST 分析)................................................23 3.2.1 政治及法律环境................................................................................23 3.2.2 经济环境............................................................................................24 3.2.3 社会与文化环境................................................................................24 3.2.4 科技环境..........................................................................................25 3.3 中国壁纸行业分析.......................................................................................25目录 VIII 3.3.1 中国壁纸市场的发展概况................................................................25 3.3.2 壁纸行业竞争情况分析（波特五力模型）....................................27 3.3.3 壁纸行业未来发展趋势....................................................................30 3.4 德国朗饰壁纸中国公司 SWOT 分析...........................................................31 3.5 德国朗饰中国公司营销现状分析...............................................................35 3.5.1 德国朗饰中国公司现有营销策略（4P）........................................35 3.5.2 德国朗饰中国公司现有营销策略中的问题....................................38 3.6 本章小结.................................................