随着科技的进步，尤其是移动互联网的快速迭代发展，互联网应用正在给我们的生活 带来翻天覆地的变化，对传统的企业营销带来猛烈的冲击。数据 时代，开展互联网营销已 成为所有商家的共识。本文从建筑行业现状和LW网的发展历程及模式探索中引出LW网营 销现状及存在问题，并提出针对性的优化方案和保障措施。 本文 以建筑装饰行业为宏观背景、LW网为微观背景，通过理论研究、数据统计、市场 细分定位等方式，对宏观和行业环境、消费特征、产品特征、消费渠道等因素的实际情况 进行阐 述分析，对目前LW网的营销策略进行研究。本文基于建筑装饰行业现状和LW网的 发展历程，从电子商务模式、公司运营、4P、4C、STP、价值链等理论出发，通过PEST、 五力模型 等工具，对LW网所处建筑装饰行业现有的宏观及行业特征、竞争关系、营销模 式、业务流程和价值链等以及LW网自身资源和能力进行梳理，对产业链上的材料供应商 及代理商、 工程承包商和超级甲方各自在产业链中的角色关系以及对促成交易成功的作用 进行分析，基于4P理论找出LW网的营销现状、问题及原因，并以STP理论重新细分市场、 目标市场选 择、市场定位，结合营销问题提出基4P理论营销策略的优化方案，并从财务、 组织、流程、文化等方面对营销策略提供保障措施以期待解决LW网的营销问题。 本文结合GT控股的 承接项目的资质和能力以及LW网的众多优质供应商资源等因素， 提出LW网应采取“大客户线下工程+中小客户线上电商”的营销思路，期盼为LW网的业 务持续发展和拓宽企业供应 链平台的承载力提供理论分析和实施方案，为企业打造家居建 材产业互联网平台献言献策，期待为建筑装饰行业提供高效、智能的工作方式尽绵薄之力。 关键词：建筑装饰行业; 营销策略;网络营销; II ABSTRACT With the progress of science and technology, especially the rapid iteration of mobile Internet, Internet applications are bringing great changes to our lives and have a fierce impact on traditional corporate marketing. In the data age, Internet marketing has become the consensus of all businesses. This paper introduces the present situation and problems of lw network in the development process and model exploration of the construction industry and the development process of lw network, and puts forward the targeted optimization plan and guarantee measures. In this paper, the paper analyzes the actual situation of macro and industry environment, consumption characteristics, product characteristics and consumption channel, and analyzes the marketing strategy of lw network. The paper analyzes the role of the industry chain and the role of the investment chain in the industrial chain, based on the 4P theory, and found the marketing status, problems and causes of the lw network, and put forward the optimization plan of the base 4P theory marketing strategy with the STP theory, the target market, the target market, the target market, and the marketing strategy, and the marketing strategy of the base 4P theory marketing strategy, and the marketing strategy of the base 4P theory marketing strategy, and the marketing strategy of the base 4P theory marketing strategy, and the marketing strategy of the marketing strategy of the base 4P, and the marketing strategy of the lw network from the financial, organizational, process and culture. Combining the qualifications to undertake projects and GT holding capacity and LW mesh many quality suppliers of resources, LW mesh should be taken to put forward "big customers offline project + small and medium-sized customers online mall" marketing idea, looking forward to LW net business continues to develop and broaden the platform provides the theoretical analysis and the implementation plan, the bearing capacity of the Internet platform for enterprise makes household building materials industry and offer advice, look forward to the industry to provide efficient, intelligent contribute works. Key words: Architectural Decoration Industry;Marketing Strategy;Network Marketing III 目 录 摘要 ............................................................................................................................................ I ABSTRACT ................................................................................................................................... II 一、前言 ......................................................................................................................................... 1 （一）研究背景 ..................................................................................................................... 1 （二）研究目的与意义 ......................................................................................................... 2 （三）文献探讨 ..................................................................................................................... 4 （四）研究方法 ..................................................................................................................... 7 （五）研究框架 ..................................................................................................................... 7 二、 相关理论基础 ....................................................................................................................... 9 （一）电商理论 ..................................................................................................................... 9 （二）营销理论 ................................................................................................................... 10 1.STP理论 .................................................................................................................... 11 2.4Ps营销理论 ............................................................................................................. 11 三、建筑装饰业现状和LW网发展历程 ................................................................................... 13 （一）建筑装饰业现状 ....................................................................................................... 13 1.建筑装饰市场及上下游产业链 ................................................................................ 13 2.建筑市场公装和家装发展现状 ................................................................................ 14 3.建筑装饰分类和材料划分 ........................................................................................ 16 （二）LW网发展历程 ........................................................................................................ 18 1. LW网家居建材信息服务 ........................................................................................ 18 2. LW网的B2C模式 ................................................................................................... 18 3. LW网的O2O模式 .................................................................................................. 18 4. LW网的B2B模式 ................................................................................................... 19 IV 四、LW网营销环境分析 ............................................................................................................ 21 （一）宏观环境分析 ........................................................................................................... 21 1.政治环境分析 ............................................................................................................ 21 2.经济环境分析 ............................................................................................................ 22 3.社会环境分析 ............................................................................................................ 24 4.技术环境分析 ............................................................................................................ 25 （二）行业环境分析 ........................................................................................................... 26 1.主要竞争者分析 .................................................................................................... 26 2.潜在竞争者分析 ........................................................................................................ 27 3.购买方议价分析 ....................