【作者】 吴昊；

【导师】 姜秀丽；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2021， 硕士

【摘要】 在经济全球化快速发展的作用下,全球消费市场不断转型升级,小家电作为与消费者日常生活休戚相关的产品,在整个行业发展前景上受到居民家庭收入、生活方式和习惯、消费观念转变等诸多因素的影响和制约。随着时代的发展,社会的快速变革,国民收入的增加,技术的革新,我国小家电市场的需求量在不断的扩大。在行业内不断涌现出各种新兴小家电品牌,产品外观、功能等卖点不断创新,消费者有更多的选择空间,小家电企业之间的竞争越来越激烈。与此同时,在新媒体、自媒体快速发展的新时期,我国小家电消费市场的主要购买力已经变为以80后、90后、00后为主的年轻一代,混乱的产品体系,无特色化的产品,单一的销售渠道等很难再打动消费者,这让小家电企业在把握消费者需求上要下更多功夫,并在市场的获取方式上也需要不断的革新。在这种行业发展的大背景下,企业根据市场发展趋势来制定切实有效的市场营销策略,才能确保企业能在激烈的行业竞争中经得住考验。企业要保持应对市场发展趋势的敏锐性和时效性,第一时间调整营销方向来顺应市场变化,牢牢抓住原有目标消费群体,继续扩展新的客户资源。基于以上背景,本文依托文献研究、关键人物访谈、调查问卷等方法,以JY小家电公司为研究对象,分析其营销环境、发展现状以及营销策略问题,从市场营销4P的角度对JY小家电公司进行营销策划。本文基于有关理论,首先利用PEST分析法对JY小家电公司的整个行业的宏观环境进行分析。接着对小家电行业当前的发展现状进行分析,利用波特五力模型分析小家电行业竞争环境,利用SWOT分析法分析出JY小家电公司营销直面的各种问题。通过STP分析结合问卷调查和关键人物访谈确定JY小家电公司的目标市场选择和定位。通过目标市场选择分析,得出JY小家电公司的主要客户群体为80后、90后、00后为主的中高等收入的年轻消费者及其家庭。基于此,在产品策略、价格策略、渠道策略、促销策略等方面,设计制定JY小家电公司营销策略。本文提出JY小家电公司应当通过对产品持续加大研发力度,以设计出更具科技感、更适应新需求的优质产品。同时应当系统梳理并整合产品种类并推出主打系列,让消费者在选择小家电产品时不会无从下手,更具有针对性且高效。在保障产品质量过关的基础上,也要注重完善售后服务体系,给消费者满意的用户体验。在产品价格方面,要不断结合市场动态调整价格,完善差异化定价策略。充分利用线上+线下两个渠道,在线上平台制造营销话题、设计营销活动,在线下渠道增强消费者互动体验,使JY小家电产品在竞争激烈的小家电市场中占据绝对优势,以获得长期盈利。同时,对新设计的营销策略的实施进行保障措施设立,公司要建立起人才、技术保障,建立通畅的反馈沟通渠道和机制,完善激励制度,积极挖掘和宣传公司的核心价值观及其文化等,以此确保营销策略顺利运行,保证企业更好更快的发展。本文研究的意义不仅是对JY小家电公司的营销策略提出优化建议,也是为小家电行业其他企业营销策略的优化改进提供借鉴意义。本文结合JY小家电公司这一小家电行业的代表企业,综合当前时代带来的新的营销变革,通过对其营销策略的分析研究,不但为解决消费者不断对美好生活的追求与小家电企业提供不充分不平衡的产品和服务之间的矛盾提供一种建议,更为小家电企业新形势下的营销和发展提供解决思路,对当前竞争程度不断加强的小家电行业的营销策略优化提供建议。本文对现有小家电市场的市场营销策略研究有一定的促进作用,同时也为有形产品的营销策略的优化方面提出具有当前时代背景意义的具体建议。因此这是本文研究的创新点,也是本文研究的价值所在。更多还原

【Abstract】 With the rapid development of economic globalization,the global consumer market is constantly transforming and upgrading.As a product closely related to consumers’ daily life,the development of small household appliances industry is largely affected by the changes of consumers’ income level,lifestyle and consumption concept.With the development of the times.rapid social changes,increasing national income and technological innovations,the demand for small household appliances in China is expanding.A variety of emerging small appliance brands are emerging,product appearance,function and other selling points are constantly innovating,consumers have more choices,and the competition between small appliance enterprises is becoming more and more fierce.At the same time,in the current new era of rapid development of new media and self-media,with the post-80s,post-90s,even post-00s become the mainstream of small household appliances consumers,chaotic product system,unspectacular products,single channel of distribution and so on is difficult to impress consumers,this makes it necessary for small appliance companies to put more effort into grasping consumer demand and to constantly innovate in the way they access the market.As a result,how to grasp the current situation of marketing strategies for small household appliances and thus develop marketing strategies to keep up with the times is now an important issue for companies.Under the background of the development of this industry,it is very important for companies to formulate effective marketing strategies according to the market development trend for them to be invincible in the fierce industry competition.Companies must be keen to follow market changes and constantly adjust their marketing strategies in order to gain market and consumer acceptance.Based on the above background,this paper relies on literature research,key person interviews,questionnaires and other methods,to JY small household appliance company as the research object,analysis of its marketing environment,development status and marketing strategy issues,and to plan the marketing of small household appliances in terms of product,price,channel and promotion.It will enable JY small household appliance company to maintain its advantages in the competitive environment of the market,improve the competitiveness of the industry and gain profits.Based on the research of relevant marketing theories,this paper firstly conducts a PEST analysis of JY small household appliance company to derive the macro environment of this industry.Then the development status of this industry is analyzed to identify the characteristics of the current stage of it.The Porter’s Five Forces Framework and SWOT analysis were used to determine the competitive environment and the various problems faced by JY company,as well as the target market and positioning of JY company through STP analysis.Through the analysis of target market selection,it was concluded that the main customer group of JY company is the young consumers with middle and high income and their families,mainly the post-80s,post-90s and post-00s On this basis,the marketing strategy design of J Y company includes strategies of product.price,channel and promotion.This paper suggests that JY company should continue to increase its research and development efforts on its products in order to design quality products that are more technologically advanced and more responsive to new needs.At the same time,the company should systematically sort out and integrate its product range and launch a main series,so that consumers will not be at a loss when choosing small household appliances but will be more focused and efficient.On the basis of product quality,it is also important to improve the after-sales service system to give consumers a satisfactory user experience.In terms of product pricing,prices should be constantly adjusted in line with market dynamics to improve differentiated pricing strategies.Make full use of both online and offline marketing channels,the online platform makes marketing topics,designs marketing activities,and the offline channel enhances consumer interaction experience,so that JY small household appliance occupies an absolute advantage in the competitive environment of the market,so as to obtain long-term profits.At the same time,the implementation of the new designed marketing strategy for the establishment of safeguards,the company should establish talent and technical safeguards,establish smooth feedback and communication channels and mechanisms,improve the incentive system,actively tap and promote the core values of company and its culture,so as to ensure the marketing strategy operates successfully,and that the company develops better and faster.The significance of this research is not only to suggest optimization of the marketing strategy of JY company,but also to provide implications for the optimization and improvement of the marketing strategy of other companies in the same industry.This paper combines JY as a representative company in the small household appliance industry,the new marketing changes brought about by the current era,through the analysis of its marketing strategy,it not only provides a suggestion to solve the contradiction between consumers continuously pursuit of a better life and small household appliance companies offer inadequate and unbalanced products and services,but also provides ideas to the marketing and development of small household appliance companies in the new situation,to provide advice on optimizing marketing strategies in the current increasingly competitive small household appliance industry.This paper can further enrich the present research on marketing strategies for the small household appliance market and also provide specific suggestions for optimizing the marketing strategies for tangible products that are relevant in the current context.This is therefore an innovative aspect of the research and the value of this paper.更多还原