海尔电器农村市场营销创新研究

发布时间：2018-03-18 04:33

本文选题：家电企业　切入点：农村市场　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：家电行业的发展日益完善成熟,全行业已由产业结构调整后的高速发展期过渡至平稳发展期。加之近年来金融危机冲击等消极因素,抑制全球对家电产品的需求导致成熟市场销量减少等原因,越来越多的家电企业把目光投向农村这个广阔的天地,以三星、索尼等为代表全球消费电子巨头们纷纷将目光投向中国市场,相继发布深化、强化中国市场的战略,展开了面向中国农村市场的产品研发和市场扩张计划,期望在中国市场获得新的发展机会。我国的市场特点决定了三四级市场的销售基数很大。政府出台节能惠民等政策,让农民实实在在地得到了实惠。持续的政策走向也拉动了三四级市场的消费需求。更为重要的是三四级消费行为和消费观念的变化,城市市场的消费观念和消费习惯正在向下级市场传递。中国家电行业的价格战已持续多年,带来企业间恶性竞争、产业升级缓慢、自主知识产权少和技术水平低等行业问题。随着金融危机蔓延扩散,家电产品利润微薄出口受阻,销售不畅。大部分家电企业的营业额和利润都出现不同程度地下滑,中国有9亿人口的三四级农村市场的庞大需求成为国内外品牌激烈竞争的市场。海尔对农村市场的开发从上世纪90年代开始,如今,形成了县镇村的三级销售网络体系,在农村市场实施的卓有成效的营销战略,在农村家电市场占有率较高。但随着大批家电企业抢滩农村市场,海尔在农村市场也面临着激烈的竞争,出现了许多问题,本文分析海尔电器在农村市场面临的机遇与挑战,得出其适应新形势的农村市场营销创新策略,找到如何提升农村市场份额的路径。希望论文的研究对中国家电企业的农村市场营销创新提供新的思路和指导,并结合海尔实际给出中国家电企业农村市场营销创新的具体措施及路径。
[Abstract]:The development of the household appliances industry is becoming more and more mature, and the whole industry has transitioned from a period of rapid development after the adjustment of the industrial structure to a period of steady development. In addition, the negative factors such as the impact of the financial crisis in recent years, The suppression of global demand for household appliances has led to a decline in sales in mature markets and other reasons. More and more household appliance enterprises are turning their eyes to the vast rural world of Samsung. In order to represent the global consumer electronics giants, they have set their sights on the Chinese market, successively issued a strategy to deepen the Chinese market, strengthened the Chinese market, and launched a product development and market expansion plan for the Chinese rural market. Looking forward to new development opportunities in the Chinese market. The market characteristics of our country determine that the sales base of the third and fourth levels of the market is very large. The government has issued policies such as energy saving and benefiting the people. The sustained policy trend has also driven the consumption demand of the third and fourth levels of the market. What is more important is the change in consumption behavior and consumption concepts at the third and fourth levels. The consumption concept and habits of the urban market are being transmitted to the lower market. The price war in China's home appliance industry has been going on for many years, resulting in vicious competition among enterprises and slow industrial upgrading. With the spread of the financial crisis, the export of household appliances has been hampered by meagre profits and sales have been blocked. The turnover and profits of most home appliance enterprises have declined to varying degrees. The huge demand of China's third and fourth level rural market with a population of 900 million people has become a competitive market for domestic and foreign brands. Haier began to develop the rural market in -10s. Now, it has formed a three-level sales network system of county, town and village, and has implemented an effective marketing strategy in the rural market. The market share of household electrical appliances in rural areas is relatively high. However, with a large number of household appliance enterprises rushing to the rural market, Haier is also facing fierce competition in the rural market, and many problems have arisen. This paper analyzes the opportunities and challenges faced by Haier electrical appliances in the rural market. To find out its innovative strategy of rural marketing, find out how to improve the rural market share. I hope that the research of this paper will provide new ideas and guidance for the rural marketing innovation of Chinese household appliance enterprises. Combined with Haier's practice, the paper gives the concrete measures and paths of marketing innovation of Chinese household appliance enterprises in rural areas.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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