【作者】 李宏；

【导师】 冯祈善；

【作者基本信息】 重庆大学 ， 工商管理， 2002， 硕士

【摘要】 市场表现为消费需求的总和，它包含着不同的千差万别的需求形态，任何一个企业，无论其规模如何，都只能占有市场总和中的有限部分，但渴望占有更多的市场份额，却是每一个企业永恒的追求。因此，现阶段对各具特色的行业进行营销策略的专题研究，对企业在激烈竞争的买方市场中，摆脱困境，争取市场主动，有着重要的指导意义。 本论文就是基于上述目的，尝试在冰箱行业进行营销策略方面的研究。 论文首先对冰箱市场的现状、细分及目标市场选择进行了详尽分析。提出了简单、直观的二维坐标细分法，把全国农村冰箱市场分为成熟、潜在和需培养的三大市场；同时根据对若干城市冰箱市场的走势考察，模拟出我国城镇冰箱市场的成长性理论模式，并把全国的区域市场划分为，不宜重点突破的区域、适宜重点突破的区域和适宜树立品牌形象的区域。 其次在对消费者的购买行为及品牌选择模型进行了理论分析后，针对不同的细分市场和消费阶层特点，站在企业的角度上，以冰箱企业如何建立适应买方市场特征为基础的营销策略为主线，在理论上对有限的市场进行了营销策略制定的求证探析，并结合大量的具体案例进行翔实说明。 其中，在价格策略中，针对顾客购物遵循的产品价值最大化，价格最小化的原则，结合菲利普·科特勒的顾客让渡价值理论，首次提出了定价时既要保证有吸引顾客的让渡价值，又要兼顾企业利润的让渡价值定价法。 在通路策略中，针对当前冰箱企业普遍采用的三种通路模式——区域多家代理制模式、区域总代理制模式、直供分销模式，详细研究了如何对其进行控制与管理。 论文最后在研究全国大型企业集团——合肥美菱集团公司历史和现状的基础上，针对该公司营销策略方面存在的问题，全面进行诊断，并制定出有效的营销策略及运作方案，供该公司或类似企业参考、借鉴。更多还原

【Abstract】 Market is the total of demands, including all kinds of different ones. Any enterprise, whatever scale, can only share part of the market. But every enterprise is forever pursuing the goal of a larger market share. Therefore, in order to get out of difficult situations, it’s significant to study the marketing strategies of various industries.Talking the above into consideration, this paper tries to make a study on marketing strategy of refrigerator industry.Firstly, this paper makes a detailed analysis on its current situation, segmentation and the selection of target market. By raising the simple and obvious X-Y axis segmentation method, the national rural refrigerator market is segmented into three categories, namely, mature, potential and under cultivated markets. Meanwhile, according to the investigation of tendency of several urban refrigerator markets, developing theoretical mode of national urban refrigerator market is generally simulated. Furthermore, all of the regional markets in our country are divided into three kinds of regions: not-focused-on region, focused-on region and the region suitable for setting up the image of enterprise’s brand.Secondly, basing on the theoretical analysis to the model in customer’s purchasing behavior and brand selection, the paper, according to the characteristics of different segment markets as well as consumption classes, standing at the angle of enterprise, theoretically explores how to make marketing strategies in limited markets, and gives a concise as well as empirical explanation by a variety of concrete cases, gained the primary idea how the refrigerator manufacturing enterprises builds up the marketing strategies based on adapting to the features of buyer market.In the pricing strategy, along the optional rule which customers purchase commodities for value maximization and price minimization, the paper works out the delivery value pricing method which can guarantee both the delivery value attracting customers and the profit of enterprises, combined with Philip Kotler’s delivery value theory for customer.Then, in the distribution strategy, according to three currently common distribution modes applied by refrigerator enterprises, ie, regionally multiple agents, regionally general agent and direct distribution, the paper deliberately and carefully studies how to control and manage these three modes.Finally, the paper, basing on the study on the history and current conditions of HefeiMeiling Group- alarge national group, completely diagnoses the corporate’s problems with marketing strategies, and works out both effective marketing strategies and operating themes as reference to the corporate or other similar enterprises.更多还原