随着人民生活水平的不断提高,人们对居住环境也有了更高的要求,不再仅仅满足

于遮风避雨的基本居住功能,还要求其内部环境更加舒适、美观。正是这种需求的推动,

使得地毯欧亿·体育（中国）有限公司表现出前所未有的市场潜力。然而,伴随着经济全球化进程的不断加快,

中国地毯企业面临的竞争环境愈加激烈。

为了解决庄陈地毯公司的生存与发展问题,进一步提升企业的竞争力,本文首先通

过对宏观环境和欧亿·体育（中国）有限公司环境进行分析,深入了解公司目前所面临的问题和发展瓶颈;然后

进一步通过SWOT分析,找出庄陈地越公司的优势和劣势,以及其面临的发展机遇和

存在的威胁;在此基础上,确定公司的目标市场及定位,进而结合现代的市场营销理论,

制定庄陈地毯公司的4P营销策略,即产品策略、价格策略、渠道策略和推广策略。

关键词:mm;营销策略;目标市场

第n页
华东理工大学硕士学位论文

Shanghai Carpetian Carpet Marketing Strategy

Abstract

With the continuous improvement of people's living standards they are no longer

satisfied merely to have shelter and basic living fiinctions.They also require that their

environment is more comfortable and beautiful. It is this demand that has the carpet industry

showing unprecedented market potential. However,along with the accelerating process of

economic globalization, the Chinese carpet enterprises are facing an increasingly fierce

competitive environment.

Carpetian Carpet Company's key to survival is to further enhance the competitiveness of

their business. This paper analyzes the macro-environment and industrial environment to gain

an in-depth understanding of the issues it is facing; then further identifies through SWOT

analysis Carpetian's strengths and weaknesses, as well as facing development opportunities

and threats that exist. The basis of this analysis combined with modern 4P marketing theory

(Price,Place,Product, and Promotion) to determine the target market position of Carpetian

Carpet Company.

Keywords: carpet; marketing strategy; target Market