海尔整体厨房市场营销策略分析

发布时间：2018-01-13 00:06

本文关键词：海尔整体厨房市场营销策略分析　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：20世纪90年代,随着人们居住条件的改善,中国橱柜产业开始起步并逐步发展壮大起来。进入21世纪,中国百姓居家消费开始关注居家整体的生活艺术,厨房作为家居饮食环境的核心结构发生了革命性的变化,厨房建设由功能型、配套型进入了生活舒适艺术型的发展阶段,厨房设备由简单的搭建进入到橱柜单元的专业化制作阶段。近年来,国内橱柜市场竞争加剧,产品同质化越来越严重,企业利润越来越低,行业面临新的洗牌。在整体环境不好的时候,这种现象会更加明显,数以千计的大大小小的橱柜品牌,人们能叫得出名字的也就只有那么几个。提高品牌知名度,扩大品牌影响力,将成为促进中国橱柜业发展的必由之路。海尔作为国内家电巨头从1997年开始涉足橱柜行业,采取高举高打战略,率先将欧洲的“整体厨房”概念引入中国,让大众在享用高品质产品的同时享受更多的高品位厨房生活。海尔橱柜产业在经历数年快速发展之后,遭遇到上游房地产行业的全国性调控,同样面临巨大的竞争压力,陷入效益滞涨的困境。如何破局,继续保持企业高速增长,成为我们近期工作研究的重点。本文在总结国内外橱柜行业现状的同时,统计分析重点竞争对手发展的基本情况,比较其共性和差异,总结其成功的经验和做法,并结合海尔整体厨房的实际情况,对其多个营销环节进行诊断分析,就其可持续发展问题提出建议和对策。主要内容有：(1)海尔整体厨房产品与品牌；(2)海尔整体厨房价格策略；(3)海尔整体厨房分销策略；(4)海尔整体厨房促销策略；(5)网络营销。提出的建议与对策有：(1)服务营销的提升拉动；(2)第二品牌的延伸运用。
[Abstract]:In 1990s, with the improvement of people's living conditions, the Chinese cabinet industry began to start and develop gradually. In 21th century, the Chinese people began to pay attention to the art of living at home. Kitchen as the core structure of household catering environment has undergone revolutionary changes, kitchen construction from the functional, matching type into the life of comfortable art development stage. Kitchen equipment from simple building into the specialized production stage of the cabinet unit. In recent years, the domestic cabinet market competition intensified, product homogenization is becoming more and more serious, corporate profits are becoming lower and lower. The industry is facing a new shuffle. When the overall environment is not good, this phenomenon will be more obvious, thousands of large and small Ambry brand. Only a few people can name them. Raising brand awareness and expanding brand influence will become the only way to promote the development of China's cabinet industry. Haier, as a domestic household appliance giant, began to set foot in the cabinet industry in 1997, and took the lead in introducing the European concept of "whole kitchen" into China. Let the public enjoy high quality products at the same time enjoy more high-grade kitchen life. Haier cabinet industry after several years of rapid development, encountered the upstream real estate industry national regulation. Also facing the huge competitive pressure, fall into the dilemma of stagflation. How to break the situation and continue to maintain the rapid growth of enterprises has become the focus of our work in the near future. This article summarizes the domestic and foreign cabinet industry present situation at the same time, the statistical analysis key competitor development basic situation, compares its common character and the difference, summarizes its successful experience and the practice. Combining with the actual situation of Haier's whole kitchen, this paper makes a diagnosis and analysis of its many marketing links, and puts forward some suggestions and countermeasures on its sustainable development. The main contents include: 1) Haier's whole kitchen product and brand; Haier overall kitchen price strategy; Haier's overall kitchen distribution strategy; Haier overall kitchen promotion strategy; 5) Network marketing. The suggestions and countermeasures are: 1) the promotion of service marketing; Extension of the second brand.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92;F274

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