G集团电器新产品市场营销策略研究

发布时间：2018-04-21 02:38

本文选题：电器产品 + 市场环境　；参考：《华东理工大学》2013年硕士论文

【摘要】：近年来,随着电器行业市场需求的增加,以及国家从政策上扶持电气行业的发展,国内逐渐出现了一批中大型电器企业,例如正泰电器、德力西电器以及人民电器等,几家大型的电器企业占据了较高的市场份额。然而,与外资电器企业相比,国内电器企业在市场营销推广方面做的还不够深入,目前还只是出于起步发展期。目前国内对于电器行业市场推广的研究主要集中在对于电器企业产品策略的分析,对于电器企业如何有效地开展市场推广从而建立起市场竞争优势则缺乏深入的研究。本文的主要目的是为G集团制定市场营销策略,从而提高G集团的市场营销能力,为集团的可持续发展创造有利的条件,提高G集团的市场竞争力,在提出相应的市场营销策略之后,本文还提出了相应的具体实施措施,从而将指定的市场营销策略落实到实处,切实提高G集团的市场占有率。本文回顾了国内低压电器行业的发展现状,采用PEST分析法分析了G集团所面临的外部宏观环境、行业环境以及企业自身的微观环境,进而在此基础之上采用SWOT分析法分析了G集团自身所具有的优势以及劣势,市场当中存在的机会以及威胁。根据分析结果,从外部宏观环境来看,中国连续多年持续快速的经济增长为G集团提供了良好的发展机遇,从行业的角度来看,目前低压电器行业竞争激烈,尤其是随着外资厂商的进入国内市场,市场竞争变得越来越激烈,并且具体分析了两个典型竞争对手的情况,从G集团自身的情况来看,G集团多年来取得了快速的发展,市场占有率稳步提升。在此基础上,本文提出了G集团的市场营销策略,具体来说,包括差异化产品策略、价格策略、渠道策略、促销策略、品牌策略以及说后服务策略,并且为了贯彻实施相应的市场营销策略,本文还专门提出了相应的保障措施,包括组织保障以及人才保障等。
[Abstract]:In recent years, with the increase of market demand in the electrical industry and the policy support for the development of the electrical industry, a number of large and medium-sized electrical enterprises have gradually appeared in China, such as Zhengtai Electric, Deloxi Electric and people's Electrical Appliances, etc. Several large electrical enterprises occupied a higher market share. However, compared with foreign-funded electrical enterprises, domestic electrical enterprises in marketing promotion is not deep enough, but also out of the initial development period. At present, the domestic research on the market promotion of electric appliance industry is mainly focused on the analysis of the product strategy of the electric appliance enterprise, and there is a lack of in-depth research on how to carry out the market promotion effectively to establish the market competitive advantage. The main purpose of this paper is to make marketing strategy for G Group, so as to improve G Group's marketing ability, to create favorable conditions for Group G's sustainable development, and to improve G Group's market competitiveness. After putting forward the corresponding marketing strategy, this article also puts forward the corresponding concrete implementation measure, thus carries out the designated marketing strategy to the actual place, enhances the G group's market share conscientiously. This paper reviews the development situation of domestic low-voltage electrical apparatus industry, and analyzes the external macro environment, industry environment and micro-environment of enterprise by PEST analysis. On the basis of this, the paper analyzes the strengths and weaknesses of G Group, the opportunities and threats in the market by using SWOT analysis method. According to the results of the analysis, judging from the external macro environment, China's sustained and rapid economic growth for many years has provided G Group with a good opportunity for development. From the point of view of the industry, the competition in the low-voltage electrical apparatus industry is now fierce. Especially, with the entry of foreign companies into the domestic market, the market competition becomes more and more intense, and the situation of the two typical competitors is analyzed in detail. Judging from the situation of Group G itself, Group G has made rapid development over the years. Market share steadily increased. On this basis, this paper puts forward the marketing strategy of G Group, specifically, including differentiated product strategy, price strategy, channel strategy, promotion strategy, brand strategy and after-service strategy. And in order to implement the corresponding marketing strategy, this paper also puts forward the corresponding safeguard measures, including organizational security and talent security.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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