摘要 ...........................I ABSTRACT .............. II 第1章 绪 论............. 1 1.1 研究背景 .......... 1 1.2研究目的与意义 .............................. 2 1.3 研究内容 .......... 3 1.4 研究思路和方法 .............................. 4 1.4.1 研究思路 ... 4 1.4.2 研究方法 ... 5 第2章 文献综述与理论基础 ................... 6 2.1 国内外文献综述 .............................. 6 2.1.1国外文献综述............................ 6 2.1.2国内文献综述............................ 7 2.2 理论基础 .......... 8 2.2.1 市场营销相关理论 ................... 8 2.2.2策略选择相关理论 .................. 11 第3章 银座家居营销现状分析 ............. 14 3.1 营销环境分析 .............................. 14 3.1.1 银座家居概况......................... 14 3.1.2 银座家居外部环境分析.......... 16 3.1.3银座家居内部环境分析........... 19 3.1.4银座家居综合竞争态势分析 ... 22 3.2 营销体系现状分析 ....................... 25 3.2.1 银座家居产品组合 ................. 25 3.2.2 银座家居产品价格 ................. 26 3.2.3 银座家居营销渠道 ................. 26 3.2.4 银座家居促销方式 ................. 26 第4章 银座家居营销策略存在的问题与原因分析 .............. 28 4.1 银座家居营销策略存在的问题 ..... 28 4.1.1产品营销滞后于时代需求 ....... 28 4.1.2 商品配送安装服务不完善 ...... 28 4.1.3 市场推广渠道营销不精准 ...... 29 4.1.4 线上线下环节尚未打通.......... 29 4.2 银座家居营销策略问题的原因分析 ........................... 29 4.2.1 市场导向理念还未形成.......... 29 4.2.2“商场化管理”模式缺乏创新 30 4.2.3组织结构与公司发展不适应 ... 30 4.2.4营销观念缺乏策略性创新 ....... 31 西南大学工商管理硕士（MBA）学位论文 第5章 银座家居营销策略改进对策建议 ........................... 31 5.1 营销策略改进建议 ........................ 31 5.1.1 拓宽产品作业组合 ................. 33 5.1.2 完善配送安装体系 ................. 35 5.1.3 整合内外拓客渠道 ................. 35 5.1.4 打通O2O营销边界 ................ 37 5.2 策略实施的保障措施 .................... 38 5.2.1 加强学习培训，秉持诚信理念 ............................. 38 5.2.2 加强团队建设，支撑人才输出 ............................. 39 5.2.3 完善考评制度，重建激励模型 ............................. 39 第6章 研究结论与展望......................... 41 6.1研究结论 ......... 41 6.2未来展望 ......... 42 参考文献 .................. 46 致谢.......................... 48 西南大学工商管理硕士（MBA）学位论文 I 摘要 随着国民经济总量的持续增长，人民对美好生活的需求日益增加，家居零售逐渐成 为城乡居民购买家居产品的主要渠道之一。家居商场的市场空间不断扩张，同时行业竞 争日趋白热化。据统计，截至2019年，家居市场年度产值与销售额已经突破1万亿大 关，市场中的各类家居品牌有5万个以上，单个品牌市场占有率均不超过1%。在经历 了数次行业洗牌和市场磨砺，家居卖场在全国大中城市基本形成固定的竞争态势：基本 形成全国性家居卖场与区域特色性家居卖场双足鼎立的格局。然而，银座家居的内部管 理体系较为陈旧，内部运营机制与团队管理方面缺乏足够的竞争优势，企业发展呈现缓 慢态势，拓展新的销售渠道，改进营销策略是企业首先思考的对策。 以此为背景，如何制定有效的营销策略，使企业在激烈的竞争市场中有立足之地成 为非常重要的研究课题。本文以具有地域代表性的山东银座家居有限公司（后简称“银 座家居”）为研究对象，首先介绍了研究背景和研究意义，其次在对国内外研究现状进 行梳理的前提下，确定本文的研究内容，同时，本文对竞争战略、市场营销相关理论进 行梳理，以作为本文的理论基础，之后重点分析银座家居的内部经营环境、外部宏观环 境以及综合竞争态势，梳理出银座家居的营销现状以及存在的问题，最终结合新零售时 代概念，在战略层面推导出营销策略改进的可行集与最优解，进而提出营销策略改进建 议与保障措施。 通过本文研究，主要得出以下结论：1. 家居卖场要关注战略规划。每个企业都要 进行市场调研，明确自己的盈利模式，衡量竞争者的实力，最终确定自己的战略规划； 2.家居卖场要树立品牌形象。家居产品品牌的竞争已经演变成终端卖场的竞争，卖场有 树立产品品牌形象的功能；3.家居卖场要创新营销模式。包括银座家居在内的很多家居 卖场的营销模式都过于陈旧，有必要进行模式创新。想要创新，一定要有足够的基础， 企业文化要浓厚，要实现资源合理配置。研究结论对公司下一步的营销策略完善具有一 定的指导意义与实践价值，同时对其他同行业公司具有一定的借鉴意义。 关键词：家居卖场 环境分析 营销策略 市场竞争 西南大学工商管理硕士（MBA）学位论文 II Abstract With the continuous growth of the national economy, people's demand for a better life is increasing, and furniture retail has gradually become one of the main channels for urban and rural residents to buy furniture products. The market space of furniture shopping malls is constantly expanding, and industry competition is becoming increasingly fierce. According to statistics, as of 2019, the annual output value and sales of the furniture market have exceeded the 1 trillion. There are more than 50,000 furniture brands in the market, and the market share of a single brand does not exceed 1%. After undergoing several industry reshuffles, furnishing stores have basically formed a fixed competitive situation in large and medium-sized cities across the country: a nationwide furnishing store and regional characteristic furnishing stores have basically formed a bipedal pattern. However, Jinan Furniture's internal management system is relatively old, lacking sufficient competitive advantages in internal operation mechanisms and team management, and the company's development has been slow. Expanding new sales channels and improving marketing strategies are the first strategies that companies should consider. Against this background, how to formulate effective marketing strategies to make enterprises have a foothold in the fiercely competitive market has become a very important research topic. This article takes the regionally representative Shandong Jinan Furniture Co., Ltd. (hereinafter referred to as "Jinan Furniture") as the research object. In the first part, the paper introduces the research background and research significance. In the second part, under the premise of combing the current status of research at home and abroad, the paper determines the research content of this article. At the same time, this article sorts out competition strategy and marketing-related theories as the theoretical basis of this article, and then uses relevant analysis methods to focus on the analysis of Jinan's internal operating environment, external macro-environment and comprehensive competition situation, to sort out Jinan's marketing status and existing problems, finally combined with the new retail concept, at the strategic level, the feasible set and optimal solution of the marketing strategy improvement will be derived, and then the marketing strategy improvement suggestions and guarantee measures will be put forward. 西南大学工商管理硕士（MBA）学位论文 III Through the research in this article, the main conclusions are as follows: 1. Home stores should pay attention to strategic planning. Each company must conduct market research, clarify its own profit model, measure the strength of its competitors, and finally determine its own strategic plan; 2. Home stores should establish a brand image. The competition of household product brands has evolved into the competition of terminal stores. The stores have the function of establishing the brand image of the products; 3. The home stores should innovate the marketing model. The marketing models of many home stores, including Jinan Home Furnishing, are too old and it is necessary to innovate the model. If you want to innovate, you must have a sufficient foundation, a strong company culture, and a reasonable allocation of resources. The research conclusion has certain guiding significance and practical value for the company's next marketing strategy improvement, and it also has certain reference significance for other companies in the same industry. Keywords: furnishing store, environmental analysis, marketing strategies, market competition 西南大学工商管理硕士（MBA）学位论文 1 第1章 绪 论 1.1 研究背景 中国的家具制造历史长达数千年，在悠久的发展历史中，家居产品的工艺技术越来 越复杂，家居产品的设计也更符合现代化消费者的需求。虽然在历史长河中，中国家居 产品的风格不断更新迭代，但是直到