飞龙家电集团市场营销策略研究

发布时间：2018-08-22 20:14

【摘要】：长期以来，我国白色家电市场的发展呈现极度不平衡状态，其中城市始终是拉动我国白色家电产业高速发展的主要动力，，而农村市场一直处于从属地位。根据2007年的统计数据显示，我国农村地区的电冰箱的百户拥有量为26.12台，洗衣机为45.94台，仅相当于我国城市80年代中后期的水平。但是随着改革开放进程的不断加深，农村人均收入在逐步提高，基础设施也在不断完善，白色家电进入农村市场的脚步正在加快。与此同时，由于受到市场饱和度过高以及金融危机等因素影响，一二线城市竞争愈发激烈，家电生产企业的营销成本越来越高，发展环境日益恶劣，与农村市场形成了鲜明的对比。飞龙家电集团有限公司（以下简称飞龙家电）作为新兴的白色家电生产企业，其将如何应对市场的机遇和挑战，制定有效的营销策略，是关系到企业生存和发展的重要课题。有鉴于此，本文首先，大量相关营销策略文献研究的基础上，运用PEST、五种竞争力和价值链等分析方法对我国白色家电行业发展的内外部环境进行全面系统的分析，总结归纳出现阶段我国白色家电发展所面临的威胁和机遇。其次，根据飞龙家电自身所具有的优势和劣势，借助于SWOT矩阵对飞龙家电的发展进行策略定位。以STP为工具，通过市场细分、市场选择和市场定位，初步确定飞龙家电的营销策略。第三真正重视消费者行为反应，与消费者建立良好的双向沟通，以满足消费者需要的价值为取向，确定企业高水平的营销策略。同时协调不同的传播手段，选择不同的传播工具，树立品牌竞争优势，提高消费者对品牌的忠诚度，达到提高市场占有率和市场份额的目的。从产品、价格、渠道、促销四个方面，进一步制定飞龙家电的市场营销策略。最后通过对山东多方达商贸项目的分析论证，探讨了飞龙家电营销策略的实施与保障。
[Abstract]:For a long time, the development of white goods market in China has been extremely unbalanced, among which the city is always the main driving force for the rapid development of white appliances industry in China, while the rural market has always been in a subordinate position. According to the statistics in 2007, the number of refrigerators in rural areas is 26.12, and the washing machine is 45.94, which is the same level as in the middle and late 1980s. However, with the deepening of the reform and opening up process, the rural per capita income is gradually increasing, infrastructure is also constantly improving, the pace of white goods entering the rural market is speeding up. At the same time, due to the influence of the over-saturation of the market and the financial crisis, the competition in the first and second tier cities is becoming more and more intense, the marketing costs of the household appliance production enterprises are becoming higher and higher, and the development environment is becoming increasingly bad. And the rural market formed the sharp contrast. As a new white appliance manufacturer, Feilong Appliance Group Co., Ltd (hereinafter referred to as Feilong Appliance) will deal with the opportunities and challenges of the market and formulate effective marketing strategies, which is an important issue related to the survival and development of enterprises. In view of this, first of all, based on a large number of related marketing strategy literature research, this paper makes a comprehensive and systematic analysis of the internal and external environment of the development of white goods industry in China by using the methods of pest, five kinds of competitiveness and value chain. Summarize the threat and opportunity of white goods development in China. Secondly, according to the advantages and disadvantages of the flying dragon household appliances, the development of the flying dragon household appliances is strategically located with the help of the SWOT matrix. With STP as the tool, through market segmentation, market selection and market positioning, the marketing strategy of Feilong household appliances is preliminarily determined. Thirdly, we should pay more attention to consumer behavior response, establish good two-way communication with consumers, and determine the high level marketing strategy of enterprises in order to meet the needs of consumers. At the same time, we can coordinate different means of communication, choose different means of communication, set up brand competitive advantage, improve consumer loyalty to brand, and achieve the purpose of increasing market share and market share. From the product, the price, the channel, the promotion four aspects, further formulates the flying dragon appliance marketing strategy. Finally, through the analysis and argumentation of Shandong Doda Business Project, this paper discusses the implementation and guarantee of Feilong Household Appliance Marketing Strategy.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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