摘要
摘要
新型环保建筑材料，近些年来赢得了越来越多的企业用户和个人用户的青
睐。TS公司作为建筑材料行业的龙头企业，在市场营销方面采取了许多策略，
但是也存在一系列问题。
本论文在细致梳理了国内外专家学者关于建筑材料市场情况、建材企业发
展情况的研究基础上，立足 4P理论，采用文献分析法、案例研究法、问卷调查
法等方法仔细研究 TS公司市场营销情况，运用 PEST模型分析了 TS公司面临
的宏观环境因素，运用波特五力模型分析了 TS公司面临的市场环境因素，在运
用 SWOT模型明确 TS公司自身的优势、劣势、机会和威胁的基础上，提出了
TS公司市场营销策略优化的建议。
本论文的主要结论如下：
（1）TS公司的营销情况中，存在产品组合不多、价格定位较高、渠道力
度有限、促销方式不足等多种问题，其原因主要在于公司自身产品定位不足，
缺乏研发人才和销售人才，以及客观环境的制约。
（2）TS公司面临的整体环境较好，国家大力扶持新型环保材料，社会民
众对于新型建筑材料的需求不断增加，这些都对 TS公司有推动作用。
（3）TS公司应该在多方面采取措施提升营销成效。在产品方面，TS公司
应该不断淘汰落后产品、加强新产品的研发与推出；在市场拓展方面，鉴于国
内市场趋于饱和，TS公司应该通过采取出口产品、海外投资建厂、进行资产等
方式，进一步拓展国际市场；在营销方式方面，TS公司应该紧跟时代潮流，积
极尝试电商营销、短视频营销和直播营销，才能更好地销售产品；并且 TS公司
还要设置合理的产品定价以及做好产品促销，通过多种促销方式、人员的专业
性和高品质的售后服务赢得市场。
关键词：建筑材料；市场营销；策略优化
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Abstract
Abstract
In recent years, more and more enterprise users and individual
users have been attracted to the new environmental-friendly building
materials. As a leading enterprise in building materials industry, TS
Company has adopted many strategies in marketing, but there are
also a series of problems.
Based on the research of experts and scholars at home and
abroad on the gypsum board market and the development of gypsum
board enterprises, basedon the 4Ptheory, this paper carefully
studies the marketing situation of TS Company by using the methods
of literature analysis,case study and questionnairesurvey, and
analyzes the macro environmental factors faced by TS company by
using PEST model, Thispaper analyzes the market environment
factors faced by TS Company by using Porter's five forces model, and
puts forwardsome suggestions forTS Company toimprove its
marketing strategy on the basis of clarifying its own advantages,
disadvantages, opportunities and threats by using SWOT model.
The main conclusions of this paper are as follows:
(1) In the marketing situation of TS Company, there are many
problems, such as small product portfolio, high price positioning,
limited channels,insufficient promotionmethods, etc.the main
reasons are the insufficient product positioning of the company, the
lack of R & D and sales talents, and the constraints of the objective
environment.
(2) TS Company is facing a good overall environment, the state
vigorously supportnewenvironmental protectionmaterials, the
public demand for new building materials is increasing, these have a
role to promote TS company.
(3) TS Company should take measures to improve marketing
II
Abstract
effectiveness in many aspects. In terms of products, TS Company
should constantly eliminate backward products and strengthen the R
& D and launch of new products; In terms of market expansion, in
view of the saturation of the domestic market, TS Company should
further expand the international market by means of export products,
overseas investment and plant construction, asset acquisition; In
terms of marketing methods, TS Company should keep up with the
trend of the times and actively try e-commerce marketing, short
video marketing and live broadcast marketing in order to better sell
products,.TS Company also set up reasonable product pricing and do
a good job in product promotion, through a variety of promotional
methods, staff professionalism and high-quality after-sales service to
win the market.
Key Words: building materia;marketing management; strategy
optimization
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