海尔家电在乌兹别克斯坦营销策略研究

发布时间：2018-10-10 19:52

【摘要】：海尔作为全球家电公司,很多次获得全球第一家电品牌的荣誉。但海尔的销售主要集中在中国,东南亚,东亚,美国,非洲国家,在中亚尤其是在乌兹别克斯坦的销售业绩并不理想。乌兹别克斯坦是中亚的一个经济发展的国家。乌兹别克斯坦有3100万多人口,在中亚人口最多,市场潜力大,购买力强。乌兹别克斯坦人口超过3100万,这使乌兹别克斯坦成为中亚五个国家其中最大的人口国家,也使得乌兹别克斯坦具有巨大的市场潜力和强大的购买力。独立后,乌兹别克斯坦政府为外国公司和投资开放大门,很多公司进入国内,在这里建立了分支机构。随着乌兹别克斯坦家电市场竞争对手数量的增加,市场和竞争对手越来越成熟,作为新进入企业,海尔必须寻求扩大市场份额,增加品牌知名度的途径,迅速满足当地消费者需求的办法。这些都是海尔在乌兹别克斯坦市场竞争中需要解决的问题。本文是基于营销策略的基本理论和方法,重点关注乌兹别克斯坦家电行业的环境分析,市场需求与竞争做研究。本文首先介绍了海尔集团在世界上和乌兹别克斯坦的营销现状。论文的这部分简答地描述海尔公司的建立,发展历史和海尔产品的概况;二是关于乌兹别克斯坦市场的宏观和微观环境分析。宏观环境分析包括人口,经济,政治,法律和文化因素,微观或行业分析提供有关乌兹别克斯坦家电行业市场规模,特点,对手和需求状况的信息;第三,论文描述了海尔公司在乌兹别克斯坦开展业务时遇到的机遇和挑战,也发现了他在乌兹别克斯坦市场的优势和劣势。最后,通过上述研究成果,本文提出了乌兹别克斯坦海尔家电营销策略,包括产品策略,价格策略,营销渠道策略,促销策略,文化营销策略等。希望本次研究的结论有助于海尔发展乌兹别克斯坦市场,为中国家电企业研究和制定国际市场战略提供参考。
[Abstract]:Haier as a global home appliance company, many times the world's first home appliance brand honor. But Haier's sales are concentrated in China, Southeast Asia, East Asia, the United States and African countries, and are not doing well in Central Asia, especially in Uzbekistan. Uzbekistan is an economically developing country in Central Asia. Uzbekistan has more than 31 million people, the largest population in Central Asia, market potential, strong purchasing power. Uzbekistan has a population of more than 31 million, making it the largest of the five countries in Central Asia, with huge market potential and strong purchasing power. After independence, the Uzbek government opened its doors to foreign companies and investment, many of which entered the country and established branches there. With the increase in the number of competitors in the home appliance market of Uzbekistan, the market and competitors are becoming more and more mature. As a new enterprise, Haier must seek ways to expand its market share and increase its brand awareness. A quick response to the needs of local consumers. These are the problems that Haier needs to solve in Uzbekistan's market competition. Based on the basic theory and method of marketing strategy, this paper focuses on the environmental analysis, market demand and competition of the household appliances industry in Uzbekistan. This paper first introduces the marketing situation of Haier Group in the world and Uzbekistan. This part of the paper briefly describes the establishment of Haier Company, the history of its development and the general situation of Haier products; second, the macro and micro environmental analysis of Uzbekistan market. Macro environmental analysis includes demographic, economic, political, legal and cultural factors. Micro or industrial analysis provides information on the size, characteristics, competitors and demand of Uzbekistan's home appliance market. The paper describes the opportunities and challenges encountered by Haier in Uzbekistan, and finds its strengths and weaknesses in Uzbekistan. Finally, through the above research results, this paper puts forward the marketing strategy of Haier household appliances in Uzbekistan, including product strategy, price strategy, marketing channel strategy, promotion strategy, cultural marketing strategy and so on. Hope the conclusion of this study will help Haier develop Uzbekistan market and provide reference for Chinese household appliance enterprises to study and formulate international market strategy.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274

【相似文献】