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摘 要
随着管理理念和营销理念的不断深入，各行各业的企业都意识到营销管理的
重要性。近年来，在建材欧亿·体育（中国）有限公司为国家基础设施建设做出巨大贡献的同时，也因为
建材本身的特征——高耗能和污染性，而面临着能源和环境的考验。随着低碳生
活、健康生活的理念的不断普及，建材欧亿·体育（中国）有限公司必将面临建筑材料的更新换代，即用
质轻、综合性能强、低耗能、低损耗、低污染的新型建材来代替原有的性能单一、
高耗能、高损耗、高污染的传统建材。现在，我国国内共有 4000 多家建材企业，
建材市场整体仍处于整合发展的时期。建材企业间的竞争越来越激烈。因此，如
何根据企业的产品特征和市场的消费趋势，建设高效的营销团队是每个建材企业
值得不断思考的问题。
在梳理了建材欧亿·体育（中国）有限公司的分类和发展历程的基础上，全面分析了国内建材市场的
流通模式现状并对建材市场消费者需求的发展趋势进行了详细阐述。接下来，根
据 NWX 公司的发展现状及其建材产品的特征特性，分析了 NWX 公司的客户分类
和相应的营销策略并应用 SWOT 分析法对 NWX 公司的内外部环境因素进行了全
面比较。最后，根据前面的分析，文章提出进行 NWX 公司营销团队建设的目标和
原则，并从营销团队构建和管理两个方面进行了深入讨论研究。
关键词：建材企业，营销团队，构建，管理ABSTRACT
With the deepening of the concept of management and marketing, enterprises from
all walks of life are aware of the importance of marketing management. In recent years,
the building materials industry has made a significant contribution for the construction
of national infrastructure, but also because of the characteristics of the building
materials themselves - high energy consumption and pollution, it faces the test of
energy and environment. With the expansion of the concept of low-carbon life and
healthy living, building materials industry will face the upgrading of building materials,
that is to say, lightweight, strong performance, low-power, low-loss, low-pollution new
building materials will replace the original, low-performance, high-energy, high-loss,
high-pollution traditional building materials. Now, China has more than 4,000 domestic
building materials enterprises, and the building materials market as a whole is still in a
period of integrated development. The competition between building materials
enterprises is increasingly fierce. Therefore, each building materials enterprises should
constantly think how to build an efficient marketing team according to their product
features and market consumption trends.
This article, based on combing the classification and course of development of the
building materials industry, make a comprehensive analysis of the domestic building
materials market circulation mode and elaborate the trends of consumer demand in the
building materials market. Next, according to the company's development situation and
the characteristics of the building materials, this paper analyze the classification of the
company's customer and marketing strategy, and then conduct a comprehensive
comparison of the company's internal and external environmental factors. Finally, based
on the analysis above, this article recommends the objects and principals of the NWX
company’s marketing team building and then studies the building and management of
marketing team.
Keywords: enterprises of building materials, marketing team, build, management,