红星•美凯龙的营销策略分析

摘　要

目前，中国已经成为全球增长最快的建材家居产品的生产大国和消费大国。据有关部门预测，在未来10年甚至更长一段时期内，中国建材家居工业的发展速度将高于国民经济发展速度3到4个百分点，到2010年，建材家居工业产值达到1万多亿元，成为国民经济的重要增长点。
家居是一个涵盖范围广泛的行业，包括家具、涂料、地板、陶瓷、家电、照明、布艺等。这个行业蓬勃兴起的最直接原因是房地产业的高增长。据统计，从2004年1月到9月，全国房屋销售面积涨幅达19.3％，而房地产市场的持续增长必然增大家居行业的发展空间。随着城市化的加快，家庭消费也随之会发生巨大的变革，以家庭需求为产业导向的家居行业迎来了前所未有的发展机遇。
本文对河南家居行业代表郑州红星•美凯龙所面临的市场营销环境进行了描述，结合郑州红星•美凯龙自身的状况，分析出企业存在的问题，并运用营销4P的原理提出了解决应对方案。

关键词：营销环境；营销策略；产品线延伸；建材家居

Abstract

At present,china has become the world’s fastest growing in building materials production and consumption of large power.According to forecasts,in the next 10 year or even longer period of time,the growth rate of the development of china’s building material industry will be higher than the pace of national economic from 3 to 4 percentage points.By 2010,building materials industrial output value will reach more than 10,000yuan,became an important national economic growth.
Home is a industrial which covered a  wide range,including  furniture ,paint ,flooring,
ceramics,household applicances,lighting,fabric and so on. The direct reason of the development of this industry is the high—growth real estate.According to statistics,from january to september 2004 ,the national housing sales rose 19.3 percent ,while the real estate market will make the domestic industry increase inevitably.With the development of urbanization,household consumption will change greatly ,the home industry which is the family demand for industry—oriented will have an unprecedented development opportunity .
This article describes the marketing environment of the Red Star Macalline which is the home industry representative of HeNan.Integrate the own condition of Red Star Macalline to find the problem that exist in enterprise and use the 4p’s marketing principle to get the solution programe.

Key Words: Marketing environment;Marketing strategy;Product line extension;Building
materials and home

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