【作者】 杨光；

【导师】 赵泽斌；

【作者基本信息】 哈尔滨工业大学 ， 高级管理人员工商管理硕士（专业学位）， 2020， 硕士

【摘要】 目前,我国的家电市场进入了成熟阶段,整体竞争十分激烈。近年来海尔集团黑龙江省分公司在黑龙江市场的销售表现尚好,但是市场竞争压力和发展压力较大。特别自疫情爆发以来,海尔集团黑龙江省分公司销售额出现明显下跌。随着疫情防控进入常态化阶段,短期内市场仍无法恢复到正常水平,以线下为主的产品短期需求仍将受到抑制,公司生存压力巨大。在长期竞争激烈且短期压力剧增的双重困境叠加的背景下,如何完善公司的营销战略,提高公司的长期销售能力和盈利能力,确保公司在竞争激烈的黑龙江市场中持续发展,是一个迫切急需解决的问题。在此背景下,本文首先分析了黑龙江省家电市场的宏观和微观营销环境,然后分析了海尔集团黑龙江分公司的现行营销策略。在此基础上,本文分析了海尔集团黑龙江省分公司营销存在的问题和不足。针对公司存在的问题和不足,结合公司的实际情况,以“STP定位理论”以及“4P”营销组合理论为指导,从定位、产品、渠道、推广四个方面提出海尔集团黑龙江省分公司策略改进建议。在定位策略方面,公司应全力拓展农村市场;在产品策略方面,公司应及时调整产品投放策略,并进行产品组合销售;在渠道策略方面,公司应在稳固现有渠道的基础上,加大合作渠道创新;在推广策略方面,公司应加强与消费者互动的体验式营销,并充分利用网络新媒体进行推广。在此基础上,为确保营销策略的有效实施,从强化服务意识、加快人员素质提升、健全考核激励机制以及加快数字化转型方面,提出了营销策略实施保障措施,为改进海尔集团黑龙江省分公司营销水平,提高公司市场占有率和长期盈利水平提供支持。更多还原

【Abstract】 At present,China’s home appliance market has entered a mature stage,and the overall competition is very fierce.In recent years,The Heilongjiang branch of Haier Group has achieved good sales performance in the Heilongjiang market,but the market competition and development pressure are great.Especially since the outbreak,The Heilongjiang branch of Haier Group has seen a sharp decline in sales.As the epidemic prevention and control has entered the normal stage,the market cannot recover to the normal level in the short term,and the short-term demand for products mainly offline will still be suppressed,so the company is under great pressure to survive.Under the double dilemma of fierce long-term competition and acute short-term pressure,how to perfect the company’s marketing strategy,improve the company’s long-term sales ability and profitability,and ensure the company’s sustainable development in the highly competitive market in Heilongjiang province is an urgent problem to be solved.In this context,this paper first analyzes the macro and micro marketing environment of home appliance market in Heilongjiang province,and then analyzes the marketing organization structure and marketing strategy status of the company.On this basis,this paper analyzes the problems and shortcomings of the company’s marketing activities.Aiming at the existing problems and the insufficiency of The Heilongjiang branch of Haier Group,Guided by "STP" positioning theory and "4P" marketing mix theory,this paper makes suggestions for improvement from the positioning,products,channels,promotion of the four aspects.In terms of positioning strategy,the company should try its best to expand the rural market.In terms of product strategy,the company should timely adjust the product launch strategy,and carry out product portfolio sales;In terms of channel strategy,the company should strengthen cooperation channel innovation on the basis of consolidating existing channels.In terms of promotion strategies,the company should strengthen experiential marketing in the interaction with consumers and make full use of new online media for promotion.On this basis,in order to ensure the effective implementation of marketing strategy,this paper puts forward the marketing strategy implementation safeguard measures from four aspects that can improve the marketing level and long-term profitability.更多还原