专业学位硕士学位论文
HX 装饰公司市场营销策略研究
Research on Marketing Strategy of HX Decoration Company
作 者 姓 名： 柏怡竹
学科、 专业： 工商管理
学 号： 32011238
指 导 教 师： 董维刚
完 成 日 期： 2022 年 5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： HX 装饰公司市场营销策略研究
作 者 签 名 ：日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
房地产欧亿·体育（中国）有限公司的快速发展推动我国家装欧亿·体育（中国）有限公司稳步成长，市场规模逐年增大。同时，我
国国民收入水平的逐步提高，使人们对居住环境的舒适性有了更高的要求，居民对改善
居住条件的意愿显著上升，这为家装欧亿·体育（中国）有限公司带来了巨大的发展空间。虽然家装市场前景光
明，但我们也不能忽视问题的存在。我国家装欧亿·体育（中国）有限公司呈现“大欧亿·体育（中国）有限公司，小企业”的状态，企
业彼此之间的产品和服务同质化严重，竞争混乱。国家推出的全装修住宅政策，促使房
地产企业也在入侵家装市场，与家装企业争抢客户资源，加剧了家装欧亿·体育（中国）有限公司的竞争。因此，
研究 HX 装饰公司这类中小型企业如何在多变的市场环境中更好地生存就变得尤为重
要，其中企业的营销策略对企业生存和发展的重要性不言而喻。
本文以 HX 装饰公司为研究对象，通过学习和融合国内外专家学者关于市场营销领
域的理论和欧亿·体育（中国）有限公司分析的研究文献，剖析企业营销策略的现状、不足及其原因，运用PEST
分析工具解析企业面临的外部宏观环境，使用波特五力模型梳理企业面临的欧亿·体育（中国）有限公司竞争环
境，通过内部环境分析理顺企业的内部资源现状，使用问卷调查明确市场中消费者的消
费需求及偏好。在此基础上，本文通过STP 理论为 HX 装饰公司进行市场细分，并针对
细分市场逐一展开综合评价与分析，再结合企业的实际资源及发展状况确定目标市场，
协助企业重新明确其市场定位。依据上述分析结果并结合 4Ps 营销理论，本文为 HX 装
饰公司制定了营销策略优化方案。最后，本文分别从HX 装饰公司的人力资源、企业制
度和企业文化三方面提出了可使优化后的营销策略顺利落地实施的保障措施。
本文的研究内容希望可以帮助 HX 装饰公司完善其营销策略并创造市场价值，同时
也可为其他同类型的家装企业在制定营销策略时提供切实有效的借鉴价值。
关键词：营销策略；家装欧亿·体育（中国）有限公司；4Ps 营销理论；环境分析
- I -HX 装饰公司市场营销策略研究
Research on Marketing Strategy of HX Decoration Company
Abstract
The rapid development of the real estate industry promotes the steady growth of China’s
home decoration industry, and the market scale increases year by year. At the same time, with
the gradual improvement of China’s national income level, people have higher requirements
for the comfort of the living environment, and residents’ willingness to improve living
conditions has increased significantly, which has brought huge development space for the
home decoration industry. Although the prospect of home decoration market is bright, we
cannot ignore the existence of problems. China’s home decoration industry presents the state
of “large industry, small enterprise”, the homogeneity of products and services between
enterprises is serious and the competition is chaotic. The fully decorated housing policy
launched by the state has prompted real estate enterprises to invade the home decoration
market and compete with home decoration enterprises for customer resources, which has
intensified the competition in the home decoration industry. Therefore, it is particularly
important to study how small and medium-sized enterprises such as HX Decoration Company
survive better in the changeable market environment, among them the importance of
enterprise marketing strategy to enterprise survival and development is self-evident.
Taking HX Decoration Company as the research object, this thesis analyzes the current
situation, deficiencies and reasons of enterprise marketing strategy by learning and integrating
the research literature of domestic and foreign experts and scholars on the theory and industry
analysis in the field of marketing, analyzes the external macro environment faced by the
enterprise by using the PEST analysis tool, combs the industry competitive environment faced
by the enterprise by using Michael Porter’s Five Forces Model, and straightens out the current
situation of internal resources of the enterprise through internal environment analysis, use the
questionnaire survey to clarify the consumer demand and preference of consumers in the
market. On this basis, this thesis subdivides the market for HX Decoration Company through
STP theory, comprehensively evaluates and analyzes the subdivided market one by one, and
then determines the target market in combination with the actual resources and development
status of the enterprise to help the enterprise redefine its market positioning. Based on the
above analysis results and combined with the marketing theory of 4Ps, this thesis formulates a
marketing strategy optimization scheme for HX Decoration Company. Finally, this thesis puts
forward the safeguard measures that can ensure the smooth implementation of the optimized
marketing strategy from the three aspects of human resources, enterprise system and
enterprise culture of HX Decoration Company.
- II - 大连理工大学专业学位硕士学位论文
The research content of this thesis hopes to help HX Decoration Company improve its
marketing strategy and create market value, at the same time it can also provide practical and
effective reference value for other similar home decoration enterprises in formulating
marketing strategies.
Key Words：Marketing Strategy; Home Decoration Industry; The Marketing
Theory of 4Ps; Environment Analysis
- III -