飞利浦小家电哈尔滨市市场营销策略研究

发布时间：2018-01-16 04:34

本文关键词：飞利浦小家电哈尔滨市市场营销策略研究　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以飞利浦小家电在哈尔滨市的市场营销策略作为研究对象，主要阐述在哈尔滨市的市场现状下，哈尔滨市飞利浦小家电的销售增长及市场份额占有率在竞争对手风起云涌、市场不断细分的环境下陷入发展的瓶颈阶段。这种瓶颈阶段产生的主要原因在于飞利浦总部市场资源投放机制与哈尔滨市地方竞争环境不匹配及竞争品牌松下、九阳、美的等竞争对手的快速成长。通过本文的研究，以4P市场营销理论为基础，从产品、价格、分销、促销等四个角度对飞利浦小家电哈尔滨市市场营销策略的现状进行剖析，，发现飞利浦小家电在哈尔滨市场上存在产品与促销资源不匹配、价格管理混乱、分销渠道与哈尔滨小家电市场分销渠道现状不符等问题，同时又从这四个角度提出创新的市场营销策略。市场环境在变化，市场营销策略需要迎合市场环境的变化而不断调整。本文在提出针对哈尔滨市的创新的市场营销策略的同时，也对实施新的市场营销策略提出了保障措施，从而确保创新的哈尔滨市市场营销策略得以实行。本文的创新之处在于将4P市场营销理论与飞利浦企业基层城市市场营销的实例紧密结合，开拓网络电子商务新渠道，运用微博、微信等新的营销方式，尝试从实例中分析，并回归到理论型的研究。通过这些研究，分析外企在中国基层城市的市场营销方面存在的问题，阐述这些问题的产生原因，并提出有效实现飞利浦基层城市市场营销策略的途径。
[Abstract]:This paper takes the marketing strategy of Philips small household appliances in Harbin as the research object, mainly expounds the current market situation of Harbin. Harbin Philips small household appliances sales growth and market share in competitors surging. The main reason of this bottleneck stage lies in the mismatch between the market resource investment mechanism of Philips headquarters and the local competition environment in Harbin and the competitive brand Matsushita. Through the research of this paper, based on the 4P marketing theory, from product, price, distribution. Promotion and other four points of view of Philips small household appliances Harbin marketing strategy analysis, found that Philips small household appliances in Harbin market products and promotional resources do not match, price management confusion. Distribution channels and Harbin small household appliances market distribution channel status quo and other issues, but also from these four points of view to propose innovative marketing strategies. The market environment is changing. The marketing strategy needs to adapt to the changes of the market environment. This paper puts forward the innovative marketing strategy for Harbin, but also puts forward the safeguard measures to implement the new marketing strategy. In order to ensure the implementation of innovative marketing strategy of Harbin. The innovation of this paper is to combine the 4P marketing theory with the example of Philips enterprise grass-roots city marketing. Open up new channels of electronic commerce on the network, using new marketing methods such as micro-blog, WeChat, try to analyze from examples, and return to theoretical research. Through these studies. This paper analyzes the problems existing in the marketing of foreign enterprises in China's grass-roots cities, expounds the causes of these problems, and puts forward the ways to effectively realize the marketing strategies of Philips grass-roots cities.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6

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