WHA公司家庭影院营销策略研究
发布时间：2018-10-21 14:01
【摘要】：家庭影院进入国人生活的历史已经超过20年。起初的蓬勃发展过后,国内的家庭影院市场很快进入低迷期,直到最近几年才开始回暖向好。这二十年来,随着技术的发展,国内的家庭影院市场涌入了大批的企业,然而好景不长,未成熟的家庭影院行业使得中小企业举步维艰,纷纷倒在技术门槛。尽管国内家庭影院市场近年来重现复苏势头,但从现有技术水平及销售、服务状况来看,我国的家庭影院行业想要取得如发达国家的稳健发展态势,依旧有很长的路要走。随着国内经济的不断发展及消费者物质文化水平的不断提高,在互联网加的时代,国内家庭影院市场迎来了发展的新机遇。本文主要以山东省家庭影院销售领域内的龙头企业WHA公司的销售现状、既有优势与现实不足等为分析的切入点,运用问卷调查、SWOT分析等方法,通过分析该公司的既有发展战略所存在机遇、威胁、优势及劣势,找到与该公司内部发展现状及我国家庭影院市场整体状况相适应的应对策略。以点代面,把握国内家庭影院的行业发展状况,并就此为家庭影院行业的营销决策提供相应的理论参照依据。全文的内容主要包括以下几个部分的内容。第一部分首先是绪论,这部分阐述了本课题的研究背景和意义、研究内容以及研究方法等方面的内容,同时,完成了国内外有关家庭影院营销策略研究的文献综述,并给出全文研究的技术路线图;第二部分,对基础理论研究进行了回顾,主要内容包括差异化营销理论、STP理论以及营销策略的分析方法;第三部分,分析了WHA公司家庭影院的营销现状,进行了WHA公司简介,重点分析了WHA公司家庭影院营销发展历程及现状分析;第四部分,研究了WHA公司家庭影院营销环境,主要内容包括宏观环境分析,行业竞争环境分析,SWOT分析及营销策略取向;第五部分,研究了WHA公司家庭影院营销策略,主要研究了、分析了WHA公司家庭影院营销组合策略,WHA公司家庭影院营销策略的调整与实施;最后,对全文进行了总结和展望。
[Abstract]:Home theater has been in Chinese life for more than 20 years. After the initial boom, the domestic home theater market quickly entered a downturn, only in recent years began to pick up the trend. In the past two decades, with the development of technology, the domestic home theater market has poured into a large number of enterprises, but not long, the immature home theater industry makes it difficult for small and medium-sized enterprises to fall on the technical threshold. Although the domestic home theater market has been recovering again in recent years, there is still a long way to go for the home theater industry in our country to get the steady development trend as developed countries from the point of view of the existing technology level, sales and service situation. With the development of domestic economy and the improvement of consumers' material and cultural level, the domestic home theater market has ushered in a new opportunity of development in the era of Internet. This paper mainly takes the sales status quo, existing advantages and disadvantages of WHA Company, a leading enterprise in the field of home theater sales in Shandong Province, as the starting point of the analysis, and applies the methods of questionnaire investigation and SWOT analysis, etc. By analyzing the opportunities, threats, advantages and disadvantages of the company's existing development strategy, the author finds out the corresponding strategies suitable to the present situation of the company's internal development and the overall situation of the home theater market in China. In this paper, the author tries to grasp the development of home theater industry in China, and provide the corresponding theoretical reference for the marketing decision of home theater industry. The content of the full text mainly includes the following several parts of the content. The first part is the introduction, which describes the research background and significance, research content and research methods of this topic. At the same time, it completes the literature review of home theater marketing strategy research at home and abroad. The second part reviews the basic theory research, including differential marketing theory, STP theory and the analysis method of marketing strategy. This paper analyzes the current situation of home theater marketing in WHA Company, introduces the WHA Company, and focuses on the analysis of the development history and current situation of home theater marketing in WHA Company. The fourth part studies the marketing environment of home theater in WHA Company. The main contents include macro environment analysis, industry competition environment analysis, SWOT analysis and marketing strategy orientation. The fifth part studies the home theater marketing strategy of WHA Company. This paper analyzes the WHA company home theater marketing mix strategy, the WHA company home theater marketing strategy adjustment and implementation; finally, the paper summarizes and prospects the full text.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
本文编号：2285296
[Abstract]:Home theater has been in Chinese life for more than 20 years. After the initial boom, the domestic home theater market quickly entered a downturn, only in recent years began to pick up the trend. In the past two decades, with the development of technology, the domestic home theater market has poured into a large number of enterprises, but not long, the immature home theater industry makes it difficult for small and medium-sized enterprises to fall on the technical threshold. Although the domestic home theater market has been recovering again in recent years, there is still a long way to go for the home theater industry in our country to get the steady development trend as developed countries from the point of view of the existing technology level, sales and service situation. With the development of domestic economy and the improvement of consumers' material and cultural level, the domestic home theater market has ushered in a new opportunity of development in the era of Internet. This paper mainly takes the sales status quo, existing advantages and disadvantages of WHA Company, a leading enterprise in the field of home theater sales in Shandong Province, as the starting point of the analysis, and applies the methods of questionnaire investigation and SWOT analysis, etc. By analyzing the opportunities, threats, advantages and disadvantages of the company's existing development strategy, the author finds out the corresponding strategies suitable to the present situation of the company's internal development and the overall situation of the home theater market in China. In this paper, the author tries to grasp the development of home theater industry in China, and provide the corresponding theoretical reference for the marketing decision of home theater industry. The content of the full text mainly includes the following several parts of the content. The first part is the introduction, which describes the research background and significance, research content and research methods of this topic. At the same time, it completes the literature review of home theater marketing strategy research at home and abroad. The second part reviews the basic theory research, including differential marketing theory, STP theory and the analysis method of marketing strategy. This paper analyzes the current situation of home theater marketing in WHA Company, introduces the WHA Company, and focuses on the analysis of the development history and current situation of home theater marketing in WHA Company. The fourth part studies the marketing environment of home theater in WHA Company. The main contents include macro environment analysis, industry competition environment analysis, SWOT analysis and marketing strategy orientation. The fifth part studies the home theater marketing strategy of WHA Company. This paper analyzes the WHA company home theater marketing mix strategy, the WHA company home theater marketing strategy adjustment and implementation; finally, the paper summarizes and prospects the full text.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
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