海尔空调产品在乌克兰市场发展的营销策略研究

发布时间：2018-06-05 11:08

本文选题：海尔空调产品 + 乌克兰市场　；参考：《华东理工大学》2013年硕士论文

【摘要】：经过二十多年来的发展,我国空调企业的生产能力大大提高,空调产量多年来一直保持快速增长。然而,在产量不断增加的同时,国内空调销售的增长却在不断放缓。相较于21世纪初销量的大幅增长,近几年涨势却趋于平缓。从销量的变化情况可以发现,空调行业已从卖方市场转入买方市场,国内的市场容量已趋于饱和。因此,大量的中国空调生产企业开始走出国门,进入海外市场推销自己的产品,中国空调企业掘金海外大市场的时代就此到来。在众多海外市场中,乌克兰包括东欧市场已然成为了中国家电新的乐土。随着东欧经济的复苏,当地消费者的购买力不断增强；同时,其开发程度又不如欧美市场成熟,便于中国产品的进入。由于前苏联的关系,东欧国家的消费者对中国家电的认知程度也较高,而且,鉴于日韩电器企业的营销目标首要在欧美国家,进入东欧市场亦能避免日韩列强的竞争。因此,诸如海尔、美的、格力等国内空调业龙头企业,也早就开始了对当地市场的抢占并将此市场视为其国际化战略中的重点。作为中国最具品牌价值的企业之一,海尔集团在如此重要、具有战略意义的市场,该采取怎样的营销策略?鉴于以上市场现状,本研究在考虑乌克兰空调市场行业竞争格局和海尔空调自身优劣的条件下,结合研究乌克兰市场特点,探讨海尔空调乌克兰市场的营销策略,从而为现实企业决策提供参考。本研究首先对空调行业及中国空调出口进行了简单的背景介绍,对本研究所需理论国际营销策略进行了综述。并通过资料详细调查分析了乌克兰消费市场,消费者行为特征等问题,为后续研究提供基础。其次,寻求通过行业分析工具进行了竞争环境分析,借助SWOT分析挖掘海尔空调在目标市场所具有的竞争优劣势以及面临的机遇、挑战,并结合目标市场的消费者行为特征对海尔空调的STP战略进行研究,继而对其在目标市场的营销策略展开讨论,为海尔集团空调产品在乌克兰市场的拓展提供参考和建议。
[Abstract]:With the development of more than 20 years, the production capacity of air conditioning enterprises in our country has been greatly improved, and the output of air conditioning has been increasing rapidly for many years. However, at the same time as production continues to increase, domestic air-conditioning sales growth is slowing. Compared with the sharp increase in sales at the beginning of the 21 st century, in recent years the trend has been levelling off. From the change of sales volume, it can be found that the air conditioning industry has shifted from the seller's market to the buyer's market, and the domestic market capacity has tended to be saturated. Therefore, a large number of Chinese air conditioning production enterprises began to go abroad to sell their products in the overseas market. Among the many overseas markets, Ukraine, including Eastern Europe, has become a new home appliance market for China. As Eastern Europe recovers, local consumers' purchasing power is growing, and its development is not as mature as the European and American markets, facilitating the entry of Chinese products. Because of the former Soviet Union, consumers in Eastern European countries also have a higher level of awareness of Chinese household appliances. Moreover, since the marketing target of Japanese and Korean electrical enterprises is mainly in Europe and the United States, entering the Eastern European market can also avoid the competition of the Japanese and Korean powers. Therefore, domestic air conditioning industry leading enterprises, such as Haier, US, Gree and so on, have long begun to seize the local market and regard this market as the focus of their international strategy. As one of the most brand value enterprises in China, Haier Group in such an important and strategic market, what marketing strategy should be adopted? In view of the above market situation, considering the competitive pattern of air conditioning market in Ukraine and the advantages and disadvantages of Haier air conditioning market itself, this study discusses the marketing strategy of the Ukrainian market of Haier air conditioning market, combining with the characteristics of the Ukrainian market. Thus provides the reference for the realistic enterprise decision. Firstly, the background of air conditioning industry and China's air conditioning export is introduced, and the international marketing strategy of this research is summarized. And through the detailed investigation and analysis of Ukraine consumer market, consumer behavior characteristics and other issues, to provide a basis for follow-up research. Secondly, it seeks to analyze the competitive environment through industry analysis tools, and excavates the competitive advantages and disadvantages of Haier air conditioning in the target market with the help of SWOT analysis, as well as the opportunities and challenges faced by Haier air conditioners. Combined with the consumer behavior characteristics of the target market, this paper studies the STP strategy of Haier air conditioning, and then discusses its marketing strategy in the target market, which provides reference and suggestions for the development of air conditioning products of Haier Group in Ukraine.
【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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