Z家电公司营销管理研究

发布时间：2018-01-09 22:07

本文关键词：Z家电公司营销管理研究　出处：《东北石油大学》2014年硕士论文　论文类型：学位论文

【摘要】：经济全球化和信息化的发展使家电公司的市场环境发生了翻天覆地的变化。Z家电公司能否灵活的应对市场环境变化带来的机会和威胁，关键在于Z家电公司能否进行准确的市场定位和营销战略变革，从而带来市场营销管理上的创新。因此，制定和完善Z家电公司的市场营销管理活动，对公司快速和稳定的发展具有重要意义。同时，本文的研究对于那些想要在激烈的市场竞争中谋求快速发展和壮大的家电公司具有普遍的借鉴意义。为完善Z家电公司的营销管理，，本文分析了Z家电公司市场营销管理的现状，发现Z家电公司在营销管理方面存在以下问题。首先，营销管理理念存在偏差，过多的注重对新顾客的开发，而老顾客的流失严重，使得企业的营销成本较高。只注重产品质量的提高，而忽视了品牌价值对产品营销的巨大作用。采取无差异的市场营销理念使企业不能及时的满足客户的不同需求。其次，市场细分的变量标准选择不明确，导致市场定位不准确。最后，以4P’s营销策略组合为基础分别就产品、定价、促销和渠道存在的问题进行分析。针对以上问题并结合对Z家电公司的SWOT分析，提出了进一步完善Z家电公司的市场营销管理的改进建议。先对Z家电公司的营销管理进行战略规划，制定量化的营销战略目标，并为达到战略目标将公司的营销战略划分为营销整体战略、营销业务战略、营销职能战略三个层次，使营销战略更加具体可行。然后将Z家电公司的市场按照客户类型和客户所在区域进行划分，将Z家电公司定位于五个主要区域并以家庭消费者和经营性企业为公司的目标市场。结合Z家电公司营销策略组合中存在的问题制定了更加适合Z家电公司发展的营销策略组合，包括产品策略、定价策略、促销策略和渠道策略。
[Abstract]:With the development of economic globalization and information technology, the market environment of household appliance companies has changed dramatically. The key lies in whether Z Home Appliance Company can carry out accurate market positioning and marketing strategy reform, thus bringing about innovation in marketing management. Therefore, the marketing management activities of Z Home Appliance Company should be formulated and perfected. At the same time, the research of this paper is of universal significance for those home appliance companies that want to seek rapid development and growth in the fierce market competition. In order to perfect the marketing management of Z Home Appliance Company, this paper analyzes the current situation of the marketing management of Z Appliance Company, and finds that there are the following problems in the marketing management of Z Appliance Company. Firstly, the concept of marketing management is deviated. Too much attention to the development of new customers, while the loss of old customers is serious, which makes the marketing costs of enterprises higher. Only pay attention to the improvement of product quality. But ignored the brand value to the product marketing enormous function. The adoption does not have the difference marketing idea to make the enterprise unable to meet the customer's different demand in time. Secondly, the market subdivision variable standard choice is not clear. The market positioning is not accurate. Finally, on the basis of the combination of 4PfU's marketing strategy, the product is priced separately. Sales promotion and channel problems are analyzed. Aiming at the above problems and combining the SWOT analysis of Z Home Appliance Company. The paper puts forward some suggestions to improve the marketing management of Z household appliance company. Firstly, it makes a strategic plan for the marketing management of Z household appliance company, and formulates the quantitative marketing strategic goal. In order to achieve the strategic goal, the company's marketing strategy is divided into three levels: the overall marketing strategy, the marketing business strategy and the marketing function strategy. Make the marketing strategy more specific and feasible. Then the market of Z household appliance company will be divided according to customer type and customer region. In this paper, Z household appliance company is positioned in five main regions and the target market of the company is family consumers and business enterprises. In the light of the problems existing in the marketing strategy combination of Z home appliance company, it is more suitable for the development of Z household appliance company. A mix of marketing strategies. Includes product strategy, pricing strategy, promotion strategy and channel strategy.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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