远大空品公司空气净化机市场营销策略优化研究

发布时间：2018-09-10 21:42

【摘要】：远大空品科技有限公司属于远大科技集团。远大空品致力于空气污染治理及室内空气净化,但在该行业中属于新军,绝大部分消费者心中保留的是远大中央空调的印象。从面对组织市场到面对消费者市场的转型过程中,远大空品公司在空气净化机产品的市场定位、渠道建设及沟通策略方面存在一系列问题,因此,要想稳定提高远大空气净化机的销售业绩,必须尽快对现有的营销策略进行优化设计。本文通过对远大空气净化机业务现状进行分析,发现远大空品公司现有营销策略存在很多问题,比如产品卖点不够突出、产品价格策略忽略国情、营销渠道单一、促销策略目的不明、方式单一等。如此多的问题很大程度上阻碍了远大空气净化机的市场拓展,远大空品营销策略急需进一步优化。本文通过对远大空品的市场营销环境分析、SWOT分析,找到了远大空品营销策略存在问题的原因所在,进而制定了STP战略、多渠道优化策略以及整合营销传播优化策略。通过改变营销观念,树立以顾客满意度为中心的营销导向,积极开展双赢的经销合作,同时重视内部营销,提高营销人员的工作积极性,以及通过有效的组织建设、更合理的资源配置来对营销策略的优化提供保障,从而形成一套有机结合的组合拳进行市场开拓、营销推广。本文对远大空气净化机的营销策略优化设计进行了详细分析,为远大空气净化机产品的营销推广提供了理论依据,同时也对未来远大空品公司的营销方向作出了展望。
[Abstract]:Yuanda Air Products Technology Co., Ltd. belongs to Yuanda Technology Group. Yuanda Air Products is committed to air pollution control and indoor air purification, but it is a new force in this industry. Most consumers retain the impression of grand central air conditioning. In the process of transformation from organizing the market to facing the consumer market, Yuanda Air Products Co., Ltd. There are a series of problems in the market positioning, channel construction and communication strategy of air purifier products. Therefore, in order to improve the sales performance of large-scale air purifiers steadily, it is necessary to optimize the existing marketing strategy as soon as possible.
Through the analysis of the present situation of the business of Dada Air Purifier, this paper finds that there are many problems in the existing marketing strategy of Dada Air Purifier, such as the lack of prominent selling points of products, the neglect of the national conditions, the single marketing channel, the unclear purpose of the promotion strategy, the single mode and so on. Through the analysis of marketing environment and SWOT, this paper finds out the reason why there are problems in marketing strategy of large empty goods, and then formulates STP strategy, multi-channel optimization strategy and integrated marketing communication optimization strategy. Concepts, customer satisfaction as the center of marketing orientation, actively carry out win-win marketing cooperation, while attaching importance to internal marketing, improve the enthusiasm of marketing staff, and through effective organizational construction, more reasonable allocation of resources to optimize the marketing strategy to provide protection, thus forming an organic combination of boxing. Market development, marketing and promotion.
This paper makes a detailed analysis of the optimization design of marketing strategy for the Dada Air Purifier. It provides a theoretical basis for the marketing promotion of the products of the Dada Air Purifier. At the same time, it also makes a prospect for the future marketing direction of the Dada Air Purifier Company.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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