摘要想隨著經(jīng)濟(jì)繁榮發(fā)展，居民可支配收入增加，人們更愿意在生活環(huán)境上投入更多資金，同時(shí)也會(huì)追求更舒適的環(huán)境、更高質(zhì)量的裝修材料、更個(gè)性化的設(shè)計(jì)風(fēng)格，家裝行業(yè)也面臨巨大的改變與轉(zhuǎn)型，同時(shí)也存在很多行業(yè)亂象和諸多問(wèn)題，在家裝業(yè)務(wù)面臨這樣的市場(chǎng)環(huán)境以及公司業(yè)務(wù)量明顯下滑的趨勢(shì)的情況下，銀川紫蘋(píng)果鉆石裝飾工程公司作為銀川裝修行業(yè)規(guī)模前三的公司之一，如何調(diào)整營(yíng)銷(xiāo)策略適應(yīng)如此復(fù)雜的環(huán)境成為了發(fā)展的當(dāng)務(wù)之急，故本文以銀川紫蘋(píng)果鉆石裝飾工程公司的家裝業(yè)務(wù)為研究對(duì)象，探尋如何通過(guò)制定營(yíng)銷(xiāo)策略來(lái)滿(mǎn)足企業(yè)所定位的消費(fèi)群體的家裝需求，從而實(shí)現(xiàn)家裝業(yè)務(wù)的發(fā)展。本文通過(guò)對(duì)銀川銀川紫蘋(píng)果鉆石裝飾工程公司的家居裝飾業(yè)務(wù)的研究，希望公司決策層逐漸認(rèn)識(shí)到營(yíng)銷(xiāo)對(duì)于企業(yè)的重要意義，并使?fàn)I銷(xiāo)決策人員清楚的意識(shí)到，要不斷加強(qiáng)營(yíng)銷(xiāo)知識(shí)學(xué)習(xí)，來(lái)提髙分析市場(chǎng)環(huán)境的綜合能力，把準(zhǔn)市場(chǎng)風(fēng)向標(biāo)，在實(shí)踐中為營(yíng)銷(xiāo)提供指導(dǎo)和幫助，同時(shí)在房地產(chǎn)接下來(lái)的發(fā)展中，裝修業(yè)務(wù)勢(shì)必將會(huì)成為各公司爭(zhēng)相爭(zhēng)奪的業(yè)務(wù)增量,也為其他相同類(lèi)型的企業(yè)和業(yè)務(wù)提供一定的參考和借鑒。關(guān)鍵詞：裝飾工程；市場(chǎng)營(yíng)銷(xiāo)；營(yíng)銷(xiāo)現(xiàn)狀分析；營(yíng)銷(xiāo)策略ABSTRACTWiththeeconomicprosperityanddevelopment,residents'disposableincomeincreases,peoplearemorewillingtoinvestmoremoneyinthelivingenvironment,butalsothepursuitofamorecomfortableenvironment,higherqualitydecorationmaterials,morepersonalizeddesignstyle,thehomeimprovementindustryisalsofacinghugechangesandtransformation,butalsotherearemanyindustrychaosandmanyproblems.Inthecasethatthehomeimprovementbusinessisfacingsuchamarketenvironmentandthecompany'sbusinessvolumeisobviouslydeclining,asoneofthetopthreecompaniesinthedecorationindustryinYinchuan,howtoadjustthemarketingstrategytoadapttosuchacomplexenvironmenthasbecomeatoppriorityforthedevelopmentofYinchuanPurpleAppleDiamondDecorationEngineeringCompany.Therefore,thispapertakesthehomeimprovementbusinessofYinchuanPurpleAppleDiamondDecorationEngineeringCompanyastheresearchobject.Explorehowtodevelopmarketingstrategiestomeetthehomeimprovementneedsoftheconsumergroupstargetedbytheenterprise,soastoachievethedevelopmentofhomeimprovementbusiness.BystudyingthehomedecorationbusinessofYinchuanPurpleAppleDiamondDecorationEngineeringCompany,thispaperhopesthatthedecision-makinglevelofthecompanywillgraduallyrealizetheimportantsignificanceofmarketingtotheenterprise,andmakethemarketingdecision-makingpersonnelrealizeclearlythattheyshouldconstantlystrengthenthestudyofmarketingknowledge,improvethecomprehensiveabilitytoanalyzethemarketenvironment,setthemarketvane,andprovideguidanceandhelpformarketinginpractice.Atthesametime,inthenextdevelopmentofrealestate,thedecorationbusinesswillinevitablybecomethebusinessincrementthatcompaniescompetefor,andalsoprovidecertainreferenceandreferenceforotherenterprisesandbusinessesofthesametype.Keywords:Decorationworks;Marketingtheory;CurrentMarketingAnalysis;Marketingstrategy目錄TOC\o"1-3"\h\u155061緒論 參考文獻(xiàn)[1]宗玲玲.企業(yè)市場(chǎng)營(yíng)銷(xiāo)組合策略分析[J].商業(yè)2.0,2024,(35):49-51.[2]喻茂.企業(yè)市場(chǎng)營(yíng)銷(xiāo)品牌策略的創(chuàng)新思考[J].現(xiàn)代商業(yè),2024,(22):55-58.DOI:10.14097/ki.5392/2024.22.020.[3]張有龍.建筑企業(yè)市場(chǎng)營(yíng)銷(xiāo)管理現(xiàn)狀及創(chuàng)新策略探討[J].中國(guó)管理信息化,2024,27(22):123-125.[4]王貴東.建筑施工企業(yè)提升市場(chǎng)競(jìng)爭(zhēng)力的策略探析[J].企業(yè)改革與管理,2024,(20):154-156.DOI:10.13768/11-3793/f.2024.1064.[5]陶芳芳.互聯(lián)網(wǎng)背景下企業(yè)市場(chǎng)營(yíng)銷(xiāo)創(chuàng)新研究[J].中國(guó)管理信息化,2024,27(19):87-90.[6]盧迅.住宅裝飾裝修設(shè)計(jì)的發(fā)展趨勢(shì)[J].居舍,2025,(01):19-21.[7]楊帥.智能家居在裝飾裝修中的集成設(shè)計(jì)與實(shí)現(xiàn)[J].居舍,2025,(01):28-30.[8]蘭和平,蘭越桐,楊敦坤.整裝時(shí)代家居賣(mài)場(chǎng)內(nèi)裝設(shè)計(jì)研究[J].家具與室內(nèi)裝飾,2023,30(12):122-125.DOI:10.16771/43-1247/ts.2023.12.022.[9]張育潔.自媒體環(huán)境下企業(yè)市場(chǎng)營(yíng)銷(xiāo)思路創(chuàng)新研究[J].商場(chǎng)現(xiàn)代化,2025,(01):63-65.DOI:10.14013/ki.scxdh.2025.01.047.[10]金灝.直播電商模式下的品牌營(yíng)銷(xiāo)策略研究[J].產(chǎn)業(yè)與科技論壇,2024,23(23):17-19.[11]南曉霞.“雙碳”背景下的企業(yè)社會(huì)責(zé)任活動(dòng)對(duì)品牌評(píng)價(jià)的影響研究[D].浙江工商大學(xué),2023.DOI:10.27462/ki.ghzhc.2023.001317.[12]魏敬文.4C理論視角下霸王茶姬的營(yíng)銷(xiāo)策略研究[J].中國(guó)市場(chǎng),2024,(35):101-104.DOI:10.13939/ki.zgsc.2024.35.026.[13]曾燕波.青年消費(fèi)觀變遷的時(shí)代特征[J].人民論壇,2024,(08):38-42.[14]WangP,GhoshB,LiuY.Marketingstrategiesinreward-basedcrowdfunding:Theroleofdemanduncertainties[J].InternationalJournalofResearchinMarketing,2024,41(4):724-744.[15]AhsanS,YongmingZ,ShilpaT,etal.Executingmarketingthroughagenderlens:aconsumerpurchasedecision-makingstudyinanemergingeconomy[J].ArabGulfJournalofScientificResearch,2024,42(4):1982-2000.[16]VietNB,TranTC.Sustainingorganizationalcustomers’consumptionthroughcorporatesocialresponsibilityandgreenadvertisingreceptivity:themediatingroleofgreentrust[J].CogentBusiness&Management,2024,11(1).

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