TCL商用显示产品营销策略研究

发布时间：2018-06-28 18:06

本文选题：市场营销 + 营销管理　；参考：《云南大学》2015年硕士论文

【摘要】：随着经济的快速发展,近几年家电行业之间的竞争也日趋激烈,并且加之客户的需要越来越多样化且个性化,市场占有、市场细分、营销策略对于一个家电公司显得越来越明显,在这种趋势下,家电行业根据客户的需求衍生出了更加专业化的产品——商用显示产品。LCD集团作为著名世界彩电品牌,并连续9年蝉联中国彩电业第一品牌,在激烈的市场竞争中想要进行可持续发展,就必须对其产品营销策略进行深入研究。本文以TCL商用显示产品的营销策略为研究对象,通过对TCL商用公司的产品和目标市场进行细分,找准市场定位、改进产品线、调整定价,进而降低生产成本。通过分析TCL商用公司现有的营销策略、宏观环境、微观环境、竞争对手、企业发展战略、产品细分等方面的不足,针对性地提出改进措施。运用对比法,将TCL集团与其他优秀的企业和竞争对手进行对比,提出适合自身企业发展的营销策略。该策略对改善公司的实体环境,服务流程再造,优化人员配置,提高生产效率和质量,最终提高公司在行业内的整体竞争力都有十分重要的意义。本文的主要研究方法包括理论和实际结合法,将市场营销策略、公司发展战略的理论实际运用于TCL商用公司的营销策略中,本文运用SWOT分析法、STP战略分析法、5P和4C营销理论,对TCL商用公司的产品进行细分,并提出适用于TCL商用公司的营销策略；实验法,在企业内做试点,通过改变部分条件,观察营销结果的变化。本文的结论是TCL商用显示产品想在竞争日趋激烈的环境下生存下去,必须吸取其他公司的成功经验,敢于突破、创新,改变以往传统家电的营销模式,结合公司自身特点,在理论和实践中尽快找到适合自己的营销策略,并且强有力的执行下去。
[Abstract]:With the rapid development of economy, the competition among the household appliances industry is becoming increasingly fierce in recent years, and the needs of customers are becoming more and more diversified and personalized, market possession, market segmentation, The marketing strategy is becoming more and more obvious to a household appliance company. Under this trend, the household appliance industry has derived more specialized products according to the needs of customers-commercial display products. LCD group as a world famous brand of color TV. In order to carry on the sustainable development in the fierce market competition, the marketing strategy of the color TV industry must be deeply studied. This paper takes the marketing strategy of TCL commercial display products as the research object. By subdividing the products and target markets of TCL commercial companies, we can find out the market orientation, improve the product line, adjust the pricing, and then reduce the production cost. Based on the analysis of the existing marketing strategy, macro environment, micro environment, competitors, enterprise development strategy and product segmentation of TCL commercial company, the improvement measures are put forward. By comparing TCL group with other excellent enterprises and competitors, this paper puts forward the marketing strategy suitable for the development of TCL group. The strategy is of great significance to improve the company's physical environment, service process reengineering, optimize personnel allocation, improve production efficiency and quality, and ultimately improve the overall competitiveness of the company in the industry. The main research methods of this paper include the combination of theory and practice. The theory of marketing strategy and company development strategy is applied to the marketing strategy of TCL commercial company. The product of TCL commercial company is subdivided, and the marketing strategy suitable for TCL commercial company is put forward, and the experiment method is done in the enterprise, and the change of marketing result is observed by changing some conditions. The conclusion of this paper is that if TCL commercial display products want to survive in the increasingly competitive environment, we must absorb the successful experience of other companies, dare to break through, innovate, change the past marketing mode of traditional household appliances, and combine the characteristics of the company itself. In theory and practice as soon as possible to find their own marketing strategy, and strong implementation.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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