松池负氧离子空气净化器产品促销组合策略研究

发布时间：2018-02-25 23:05

本文关键词： 空气净化器促销目标市场策略　出处：《重庆理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：文章运用市场营销基本原理和分析方法，结合松池负氧离子空气净化器产品营销的具体问题展开研究。以问题导向，阐述家电产品促销策略的相关文献综述，，以及消费者需求层次理论，消费者行为理论和产品竞争理论。着重分析净化器产品营销环境中涉及的行业环境，内部条件和SWOT分析方法。提出该产品在促销组合中存在的未拟定促销组合策略、产品创新程度不够、经费投入不足和管理体制机制含浑不清等主要问题。通过开展市场调研，提出具体的促销目标和促销策略。文章阐述的思路、方法和研究内容对现代松池负氧离子空气净化器产品促销组合策略的研究，具有一定的理论与实践指导价值。
[Abstract]:Based on the basic principles and analytical methods of marketing, this paper studies the specific problems in the marketing of anion air purifiers in Songchi. With the help of problem orientation, this paper expounds the literature review on the promotion strategies of household appliances. As well as consumer demand hierarchy theory, consumer behavior theory and product competition theory. Internal conditions and SWOT analysis methods. This paper puts forward the main problems such as the undeveloped strategy of the product in the promotion mix, the insufficient degree of product innovation, the insufficient investment of funds and the unclear management system and mechanism, and so on. The ideas, methods and research contents described in this paper have a certain theoretical and practical guiding value for the research of the marketing combination strategy of the anion air purifier in the modern pine pool.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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