【作者】 杨佳东；

【导师】 邹国庆；

【作者基本信息】 吉林大学 ， 市场营销（专业学位）， 2015， 硕士

【摘要】 2014年末，“经济新常态”为国内经济发展提出了新的方向和目标，即国内经济将由高速增长转为中高速增长，而发展则必须由中低端水平转向中高端水平。面对新的中国经济发展形势，国内企业需要进一步调整结构，适应环境，通过改革创新不断谋求企业发展新路径。改革开放以来，家电行业已经成为发展最迅速、竞争最激烈、成熟度最高的行业之一，而小家电行业更成为了家电行业中的一匹黑马。作为经营小家电的老牌企业广州半球集团，如何在经济新形势下，提升企业品牌形象，提高企业营销管理能力，增加企业利润是急需解决的现实问题。首先，笔者之所以选择广州半球集团营销策略作为研究对象，一是由于笔者对小家电行业深感兴趣，其方便、快捷、智能等特性为生活增添许多快意，已成为笔者日常生活中不可或缺的小助手；二是笔者自入职以来，一直在企业从事营销工作，具有一定的营销工作实战经验，能够运用MBA学习期间掌握的理论知识，结合企业营销实际，挖掘问题、解决问题。其次，本文的研究意义主要体现在理论意义和实践意义两个方面：理论意义上，本文将现代营销策略理论应用到广州半球集团，既可以将理论作为科学指导依据来指导企业的营销运营，也可以通过理论和企业实践相结合，进一步丰富营销案例，深化营销理论。实践意义上，本文将针对广州半球集团营销策略上存在的具体问题，为提升其市场竞争力提供合理路径，并为国内其他同类型小家电行业营销管理提供借鉴。再次，本文内容主要分四个部分：第一部分为绪论。笔者将从解析国内市场经济环境及小家电行业的发展情况入手，详细阐述本文的研究背景和研究意义，明确本文的研究内容，并概括具体研究方法。第二部分是广州半球集团营销现状及问题。一是简要介绍广州半球集团企业概况，包括其发展阶段、企业目标、企业愿景和企业文化等内容。二是分析广州半球集团的国内市场营销环境，指出其市场销售额持续走低的现实处境。三是挖掘广州半球集团在营销策略上存在的实际问题：目标市场选择问题、定价策略问题和渠道问题。第三部分是围绕广州半球集团营销环境展开深入分析。从宏观环境的角度出发，对广州半球集团进行市场需求分析，对广州半球集团进行SWOT分析，客观全面的了解企业发展的优势、劣势、机遇、威胁。第四部分是广州半球集团营销策略设计与实施。一是深入探讨了广州半球集团市场细分与目标市场选择，厘清了目标市场的评估、确定目标市场和目标市场的准确定位三个关键要素。二是从产品策略、价格策略、促销策略、渠道策略四个方面对半球集团产品营销策略组合展开了深入探讨。三是提出了半球集团营销策略实施保障，指出半球集团应贯彻品牌战略，构筑企业文化；建立长期的培训制度；完善绩效考核和激励制度；增强服务意识，构建售后服务体系。最后，本文的研究方法主要包括文献研究法、调查研究法、比较研究法和统计分析法。更多还原

【Abstract】 At the end of2014，"Economic new normal" put forward the direction and newgoals for the development of domestic economy，the domestic economy from thehigh-speed growth for high growth, and development must from low and middle levelto high level.In the face of the new situation of economic development Chinese, thedomestic enterprises need to further adjust the structure, to adapt to the environment,through continuous reform and innovation to seek a new path for the development ofenterprises. Since the reform and opening up, household electrical appliance industryhas become the most rapid development, the most intense competition, one of thehighest in the industry maturity, and small household electrical appliance industrybecame a household electrical appliance industry a dark horse. As the operation ofsmall household electrical appliances of the old enterprises of Guangzhou hemispheregroup, how in the new economic situation, promote enterprise brand image,improving the enterprise marketing management ability, increase enterprise profitreturn is an urgent problem.First of all, the author chose Guangzhou hemisphere group marketing strategy asthe research object, the one is due to the author of the small household electricalappliances industry deeply interested in, its convenient,fast, intelligent characteristicsadd many pleasure for life, the author has become a small assistant indispensable indaily life; the second is the author from since, has been engaged in marketing inenterprises, some marketing work experience, To master the use of MBA during thestudy of theoretical knowledge, combined with the enterprise marketing practice,mining problem and solve the problem.Secondly, the significance of this research mainly reflects in two aspects of theory and practice significance. The theoretical sense, this paper applies the modernmarketing strategy theory to Guangzhou hemisphere group,can the theory as ascientific foundation to guide the marketing operation practice of enterprises, can alsothrough theoretical and practical combination of enterprise,To further enrich themarketing case, deepening the marketing theory. The meaning of practice, this paperwill according to the specific problems of Guangzhou hemisphere group marketingstrategy, in order to provide reasonable path to enhance its market competitiveness,and to provide reference for the marketing management of the domestic other types ofsmall household electrical appliances industry.Thirdly, this paper consists of four parts:The first part is introduction. I will startfrom the development situation analysis of domestic market economic environmentand small household electrical appliances industry, expounds the research backgroundand significance, clear the research content of this paper, and summarized the specificresearch methods. The second part is the marketing status and problems ofGuangzhou hemisphere group. One is briefly introduced Guangzhou hemispheregroup enterprise, including its stage of development, the goal of enterprise, enterprisevision and corporate culture and other content. The two is the analysis of Guangzhouhemisphere group of domestic marketing environment, points out its market salescontinued to decline the reality of the situation. The three is to tap the actual problemsexisting in the marketing strategy of Guangzhou hemisphere group: problems,problems of pricing strategy and channel selection of target market.The third part isthe in-depth analysis around Guangzhou hemisphere group marketing environment.Starting from the angle of macroscopic environment, then the hemisphere groupmarket demand analysis, the SWOT analysis on Guangzhou hemisphere group,objective and comprehensive understanding of enterprise development advantages,disadvantages, opportunities and threats.The fourth part is the design andimplementation of the marketing strategy of hemisphere group. One is the in-depth study of the hemisphere group market segmentation and target market selection,clarifies the evaluation target market, define the target market and target market of thethree key elements. The two is from the four aspects of the product strategy, pricestrategy, promotion strategy, channel strategy carried out in-depth discussion onmarketing mix strategy of hemisphere group products. Three is the implementation ofthe proposed security hemisphere group marketing strategy, and points out that thehemisphere group should carry out brand strategy, build enterprise culture; toestablish long-term training system; improve the performance appraisal and incentivesystem; strengthening the consciousness of service, after sale service systemconstruction.Finally, the research methods of this paper mainly includes the literature researchmethod, comparative research method, investigation method and statistical analysismethod.更多还原