摘要
摘要
随着我国经济水平的飞速发展，二胎、三胎政策的放开和人口总数的不断
增加，消费者对商品房的需求越来越大，软装也受到越来越多人的关注。我国
当前的软装市场，还处于初级发展阶段，有着巨大的发展潜力。但是此行业还
未形成规模市场，兼具机遇与风险。G软装公司作为厦门一家成立较早的中小型
软装设计公司，近几年企业发展也遇到了很多问题。大型设计公司日渐涌入软
装行业并且吞噬着市场份额，竞争者越来越多，市场运行更加透明化，客户要
求更加严苛和个性化，这些问题都使得 G软装公司的发展困境日趋突出，而如
何优化营销策略及实施保障为 G软装公司在这片蓝海市场中获取一席之地便显
得非常重要。
本文通过梳理和分析 STP和 7P经典营销学理论，明确了相关理论的定义与
内涵，以 G软装设计公司为研究对象，采用市场调查问卷等方法进行探索和研
究，并且对公司的营销环境和现有营销策略情况进行分析，发现 G软装公司营
销策略在产品、价格和渠道三个方面存在着比较严重的问题，此外，在促销、
人员、过程和有形化展示方面也有一定的改进空间；优化市场定位，并从产品、
价格、渠道、促销、人员、过程和有形化展示 7个方面进行逐一分析，有针对
性地提出完善产品功能、制定灵活的价格策略、适时采用竞争定价法、降低客
户购买成本、维护公司微信公众号、传媒沙龙促销、开设软装体验馆等等优化
营销策略；根据 G软装公司需要优化的内容，分别从组织架构、人员保障、营
销资金保障等方面提出相应的保障措施，加强 G软装公司的市场竞争力。
关键词：软装；营销策略；7P营销理论
I
Abstract
Abstract
With the developmentof our country’seconomic,the three-childpolicy
was lifted and the increasingpopulation,consumers' demand for commercial
housingisgrowingandsoftdecorationhasattractedmoreandmore
attention.Fornow, the current soft-wear market of Xiamen is still in the initial
stageof developmentand hasgreatpotentialfordevelopment.Butthis
industryhas notformedthescalemarketandsimultaneously has the
opportunity and the risk. G soft decoration company as a earlier establishment
of smallandmedium-sizedsoft-fittingdesigncompanyinXiamen,the
developmentof enterpriseshave encountered many problemsin recent years.
More andmore competitorsand largedesignfirmsdevouredthe market
share.Marketsare becomingmore transparent.Customers are more selective
and personalized.G soft decorationcompany'sdevelopmentproblemsare
moreandmoreseriously.Howtooptimizethemarketingstrategyand
implementthe guaranteefor G soft decorationcompanyin this blue ocean
market is very important.
Through sorting out and analyzing STP and 7P classic marketingtheories,
this paper clarifiedthe definition and connotation of relevant theories. Taking
GSoftdecorationDesignCompanyastheresearchobject,market
questionnaireand other methodswere used to explore and study.Throughthe
analysisof thecompany'smarketingenvironmentand existingmarketing
strategy, it is found that G soft decoration company'smarketing strategyhas
serious problemsin three aspects:product,price and channel.Thereis also
room for improvementin the areas of promotion,people, processand visual
presentation.Thispaper optimizes the market positioningand analyzesit one
by one from sevenaspects:product, price,channel,promotion,personnel,
process and tangible display.Targeted to improve the product functions,the
developmentof flexible pricingstrategy, timelyuse of competitivepricing,
reduce customer purchase costs, maintenanceof the company's wechat public
III