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Abstract Xinchen Company has carved a place in central plains of China since its first push into this market as early as 15 years ago. Despite previous sound growth, this year’s sales remain almost stagnant. In this sense, the author of the thesis has carried out a study of its marketing strategy. Among management, cost control, and other factors, the marketing strategy is believed to be the crux of the matter.41043
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Amid fierce competition, the products of the flooring industry have become surprisingly homogenous. The competition in this industry, therefore, hinges on the competition of marketing strategy, such as price, channel, and market orientation. After a thorough case study of Xinchen Company, the author of the thesis has made analyses and given suggestions for both Xinchen Company and rival companies in the interest of the flooring industry. The thesis made successive analyses of market environment, the selection of target market, and marketing strategy in order to identify the causes of its problems.
Through the study, this thesis draws some conclusions as follows:
(1) Xinchen company should take all provincial capital’s projects and large enterprise’s project on the central plains of China as the target market.
(2) Xinchen company should continue to update its product line, and intensify its efforts in product development.
(3) The pricing strategy should be persified, adjusting the price according to different conditions.
(4) The company should strengthen the management on its agents and train the professional quality of staff at the same time.
Key Words: Xinchen Floor market environment target market market strategy
摘要新辰公司自2000年进入中原市场以来，经过近15年的发展，逐渐在中原市场稳住了脚跟。但是近年来新辰公司的销售额却没有增长，根据笔者的调查，原因是多方面的，例如管理方法欠缺，成本控制不佳等。但笔者认为，营销策略的问题才是最重要的。
在市场竞争日益激励的今天，地板行业的产品也越来越趋同，市场的竞争越来越多的集中在定位、渠道、价格等方面，也就是营销策略的竞争。本文笔者结合在新辰公司的调查和具体实践，对新辰公司当前的营销策略进行了较为全面系统的分析，并就存在的问题提出相应建议和改进措施，作为给公司以及行业内同仁的借鉴和参考。本文将以市场环境分析，目标市场选择和营销策略分析的顺序分析各个环节，这种顺序能够从策略制定的源头发现其中问题，更加全面。
通过研究，本文得到了以下结论：
（1） 新辰公司应以中原地区各个省会城市的公共（政府）工程项目和大型企业的工程项目为目标市场。
（2） 新辰公司应不断更新产品线，加大新产品开发力度。
（3） 定价策略方面应多样化，根据不同情况调整价格。
（4） 新辰公司对于代理商需要在加强管理的同时，培养员工的专业素质。
毕业论文关键词: 新辰地板 市场环境 目标市场 营销策略
Contents
Abstract....ⅰ
摘要......ⅲ
Chapter one Introduction.1
1.1 Research Background..1
1.2 Research significance and purpose..2
1.3 Structure of the research..2
1.4 Methods of research.....3
Chapter two Market Environment Analysis.....6
2.1 Industrial environment analysis——Five-Strength Competition....6
2.1.1 Bargaining power of suppliers..6
2.1.2 Bargaining power of buyer (customer).7