【作者】 曹斌；

【导师】 逯宇铎；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 家用电器市场随着近几年经济的发展,人们生活要求的日益提高,竞争日趋激烈。国内家电品牌众多,产品差异化明显,高中低档产品的同类型产品都存在较多的竞争产品。L公司作为国内知名品牌,其产品线非常全面,涉及家电的各个细分领域。L公司在国内的家用电器销售进入瓶颈期,竞争者不断增加、产品更新速度不断提升。这对公司的产品更新、生产模式和产品生产线都提出了更高的要求。L公司目前的情况非常严峻,需要明晰当前面临的问题,利用自身优势,制定更加合理有效的营销策略和营销方案,在日益激烈的竞争中取得优势。本文以L公司作为研究对象,进行家用电器市场国内营销分析研究。首先,本文对L公司的基本情况、主要业务产品、经营情况、所处的内外环境以及公司的经营状况进行了全面地介绍。并以L公司家用电器市场营销策略为研究主线,对L公司当前的营销现状和面临的具体营销问题进行详细分析说明。本文运用PEST模型、SWOT分析工具分别对宏观环境和微观环境进行深入分析,通过多个角度较为全面的对L公司目前的形势进行分析。基于L公司目前的内外部环境,文章对家用电器进行市场细分、市场评估后确定了公司的目标市场,针对L公司的目标市场进行市场定位。根据公司的目标顾客,结合公司目前的现状,运用4PS和4CS市场营销理论,针对营销策略中存在的缺略,分别在顾客、成本、便利、沟通、渠道和代理商管理模式方面提出了优化方案,并拟定了优化方案的实施保障体系。本文以案例的形式,从实际应用问题出发,对我国当前家用电器企业营销中的典型问题进行分析研究,通过引入科学的营销管理理论方法,为家用电器营销问题提出科学有效的解决方法,对未来家电企业的产品和市场提供指导借鉴意义。更多还原

【Abstract】 With the economic development and human life demands improved in recent years,household appliances market competition is becoming more and more intense.Domestic household electric brand,product differentiation significantly,every level products similar products are more competitive products.As a well-known domestic brand,its product line is very comprehensive,involving all areas of household electric.L companies in the country of the household appliance sales into the bottleneck,competitors continue to increase,the product update speed rising.Production mode and product line have put forward higher requirements.L company current situation is very severe,the need to clarify the current problems,the use of their own advantages,develop more rational and effective marketing strategies and marketing programs in the increasingly fierce competition gain an advantage.This paper through the case form,takes L company as the research object,carries on the household appliance marketing to carry on the analysis research.First of all,this paper on the basic situation of L company,the main business products,operating conditions,the internal and external environment and the company’s operating conditions were fully introduced.and L company household appliance marketing strategy for the main line of research,L company current marketing situation and the specific marketing problems faced by a detailed analysis shows.In this paper,we used the PEST model and SWOT analysis tools to analyze the macro environment and micro environment respectively,and the advantages and disadvantages of the company are expounded in detail.Thirdly,this paper makes a market segmentation of the household appliance,and then determines the target market of the company after the market evaluation,and carries on the market localization for the target market of L company.According to the target customer of the boss electrical appliance,combined with the present situation of the company,the 4PS and 4CS marketing theories are used to optimize the customer,cost,convenience,communication,channel and agent management mode respectively in view of the shortcomings in marketing strategy.The implementation of the optimization program security system.This article based on the actual case,when the household appliance enterprise marketing in the typical problem analysis and study.The article introduces the scientific marketing management theory and method,puts forward the scientific and effective solution to the problem of household appliance marketing.This can provide a reference for the marketing of the household appliance enterprises.更多还原