瀚乐公司滚筒洗衣机门锁客户关系研究

发布时间：2018-06-19 05:52

  本文选题：瀚乐滚筒洗衣机门锁 + 市场营销　； 参考：《南京大学》2016年硕士论文

【摘要】：随着我国市场经济的快速发展,家电行业发展迅速,高端洗衣机特别是滚筒洗衣机发展迅猛。德国瀚乐公司研发的滚筒洗衣机门锁在家电行业内享有盛名。随着亚洲市场的兴起,瀚乐公司在中国南京设立工厂,以便更好地服务亚洲的客户。其它滚筒洗衣机门锁制造商如意大利毕勤、德国马夸特也把目标转向亚洲市场,尤其是中国这块有着巨大消费潜力的市场。于此同时,国内仿制品不断涌现。因此,各家公司之间的产品在家电行业中的竞争也非常强烈。瀚乐公司如何定位亚洲市场?有竞争力的市场营销策略在竞争中就显得至关重要。文章查阅了诸多文献资料,详细了解了市场营销的相关概念,并对市场营销的相关理论如SWOT分析法、STP分析法,客户关系管理等进行研究比较分析。文章还对市场营销管理发展现状进行了描述,同时,对已有家电行业配件市场营销策略研究的内容、方法进行了比较分析,以便为课题的研究提供理论和实践依据。文章的主体部分对目前公司的情况进行了描述分析,也分析了滚筒洗衣机市场的发展概况。依据以上分析,文章首先运用SWOT分析法分析了瀚乐公司的内部环境的优势和劣势、外部环境的机会和威胁,并制定了瀚乐公司洗衣机用门锁的相关战略方案。其次,文章运用STP分析法对滚筒洗衣机门锁市场进行细分,选择瀚乐公司滚筒洗衣机门锁的目标市场,并确定瀚乐滚筒洗衣机门锁的市场定位。最后,文章按照客户关系管理理论,为家电配件市场营销的研究提供了一个可以参考的理论研究方法。综合以上研究,文章认为,现有的市场营销方法对家电行业配件的市场营销策略制定具有实际的指导意义。鉴于洗衣机配件这一商品的特殊性,现有的家电配件市场策略研究方法需要根据相应的洗衣机配件特点制定合适的营销策略。对于未来家电配件市场营销管理的发展,文章认为未来家电市场的营销将更趋向于高端智能性,家电配件营销策略的制定需要更多地考虑客户的各种个性化需求的策略。
[Abstract]:With the rapid development of China's market economy, the household appliance industry is developing rapidly, and the high-end washing machine, especially the drum washing machine, is developing rapidly. The roller washing machine door lock developed by Hanle Germany enjoys great reputation in the home appliance industry. With the rise of Asian market, Hanle has set up a factory in Nanjing, China to better serve customers in Asia. Other roller washing machine door lock manufacturers such as Bikon, Italy, and Germany's Marquardt are also targeting Asian markets, especially China, which has huge consumer potential. At the same time, domestic imitation products continue to emerge. Therefore, the competition between companies in the home appliance industry is very strong. How does Hanle position itself in Asia? Competitive marketing strategy is very important in competition. This paper reviews a lot of literature, understands the related concepts of marketing in detail, and makes a comparative analysis of the relevant theories of marketing, such as SWOT analysis, STP analysis, customer relationship management and so on. The article also describes the present situation of marketing management, and at the same time, compares the contents and methods of the research on the marketing strategies of the accessories in the household appliances industry, in order to provide the theoretical and practical basis for the research of the subject. The main part of the article describes the current situation of the company, also analyzes the development of the drum washing machine market. Based on the above analysis, this paper first analyzes the strengths and weaknesses of Hanle's internal environment, the opportunities and threats of the external environment by using SWOT analysis method, and formulates the relevant strategic plan of the door lock for the washing machine of Hanle Company. Secondly, the paper uses STP analysis method to subdivide the market of drum washing machine door lock, selects the target market of Hanle washing machine door lock, and determines the market position of Hanle washing machine door lock. Finally, according to the theory of customer relationship management, this paper provides a theoretical research method for the marketing of home appliances accessories. Synthesizing the above research, the article thinks that the existing marketing methods have practical guiding significance for the marketing strategy of the home appliance industry accessories. In view of the particularity of washing machine accessories, the existing market strategy research methods of home appliance accessories need to make appropriate marketing strategies according to the characteristics of washing machine accessories. For the development of the marketing management of the future home appliance parts, the article thinks that the marketing of the future home appliance market will tend to the high-end intelligence, and the formulation of the marketing strategy of the home appliances accessories need to consider more the strategies of the customers' various individualized demands.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F416.6;F274
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本文编号：2038767