美菱公司促销策略研究

发布时间：2017-12-27 18:33

本文关键词：美菱公司促销策略研究　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：合肥美菱股份有限公司是国内冰箱行业四大家族之一,拥有年产700万台的产能和9%的市场占有率,但因合资品牌强势进入、国产品牌穷追不舍、美菱自身市场操作原因,目前屈于第二阵营,而且近年来出现促销费用上升、销量增长慢、利润下降等问题。作为营销组合之一的促销,促销策略运用的成功与否,直接关系到企业的生存。结合美菱公司当前的市场状况和促销策略的重要性,认为美菱公司正确实施促销策略显得尤为重要,因此研究美菱冰箱的促销策略具有重要意义。本文以美菱公司为研究对象,分析当前冰箱市场的整体概况和促销策略,以及美菱所处的市场份额状态和促销策略现状等,并运用促销理论分析公司在促销策略存在的问题,并提出相应应对措施,以提高美菱市场竞争力。本文首先对促销相关理论进行了回顾,为本文研究提供了理论依据。其次,在熟练掌握各种促销模式的运用之后,对冰箱行业的促销策略现状进行介绍,如冰箱行业整体状况、冰箱品牌的关注度、市场份额、主要品牌的四个促销模式策略等,从而对冰箱行业的状况、促销策略有一个初步了解。以及,通过查阅美菱相关文献及内部资料和数据,对美菱公司的现状及公共关系策略、广告策略、销售促进策略、人员推销策略的四个促销模式做一个详细介绍。再次,通过美菱当前的现状及冰箱行业一些共性问题深入的了解,指出美菱公司的促销策略存在的问题,譬如公共关系体系不完善、促销目标不清晰、销售季节混乱、促销费用过高等问题。最后借助促销理论及结合美菱自身特点从公共关系、广告、销售促进、人员推广四个方面为美菱公司提供促销策略方面的建议。
[Abstract]:Hefei MeiLing Limited by Share Ltd is one of the domestic refrigerator industry four big family, with an annual output capacity of 7 million sets and 9% of the market share, but because of the joint venture brands enter domestic brands, MeiLing, its market operation pursued, now bent in the second camp, but in recent years, the rising cost of sales promotion, slow growth, profit decline and other issues. As one of the marketing combinations, the success of the promotion strategy is directly related to the survival of the enterprise. Considering the importance of MeiLing's current market situation and promotion strategy, it is very important for MeiLing to implement sales promotion strategy correctly. Therefore, it is significant to study MeiLing's promotion strategy. This paper takes MeiLing company as the research object, analysis the general situation and promotion strategy for the refrigerator market, and the market share of MeiLing's status and promotion strategy of the status quo, and the use of marketing theory analysis company exists in the promotion strategy, and puts forward the corresponding measures to improve the market competitiveness of MeiLing.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

【参考文献】