夏普液晶电视山东市场营销策略研究

发布时间：2018-05-22 17:25

本文选题：液晶电视 + 山东市场　；参考：《山东师范大学》2014年硕士论文

【摘要】：在山东市场，102岁的百年企业夏普面临三星、海信、创维的激烈竞争、日本总部因经济持续低迷、日元贬值和前几年的赤字问题对液晶彩电成本的影响、2014年中国液晶电视的需求预期负增长、液晶电视产品功能需求变化、三四级市场下沉困难等问题，为使夏普液晶电视在山东市场能持续提高占有率和扩大销售量，本文运用PEST分析、SWOT分析、4P分析，，制定了全新的营销策略，力图为夏普在山东区的销售管理方面提供可行性方案，为决策者提供一定的帮助和支持。研究得出以下主要策略：（1）液晶电视型号方面进行渠道别、市场等级别的严格区分,同时配合不同的定价策略导入不同市场,并适时进行第二品牌运作。（2）对新的线上渠道运用与传统线下渠道区别的促销策略。在传统大型销售节点、线上和线下客户的比如店庆、双十一等销售节点实行特别的促销策略。（3）利用传统媒体加新兴网络媒体相结合的宣传策略，结合不同的市场和投入的费用的限制进行有效选择。并利用夏普公司进行的卡车巡展、合展、酒店营销等宣传促销形式。（4）在山东市场对销售人员、非销售职人员进行新的人员组织架构调整，同时对此两类人员进行区别的激励策略，建设全员营销的团队、紧密高效的配合团队，最终体现为持续达成各项销售计划。
[Abstract]:Sharp, a 102-year-old enterprise in the Shandong market, faces fierce competition from Samsung, Hisense, and Skyworth. The Japanese headquarters continue to suffer from the economic downturn. The impact of the depreciation of the yen and the deficit in previous years on the cost of LCD TV sets, the expected negative growth in demand for LCD TV in China in 2014, changes in demand for LCD TV products, and difficulties in sinking the third and fourth levels of the market, and so on. In order to make Sharp LCD TV continuously increase its share in Shandong market and expand its sales volume, this paper applies PEST analysis to SWOT analysis and 4P analysis, and formulates a new marketing strategy to provide a feasible plan for Sharp's sales management in Shandong. To provide some help and support to decision makers. The main strategies are as follows: 1) strictly distinguish the channel and market level of LCD TV, and introduce different market with different pricing strategies, and carry out the second brand operation at the same time. 2) the promotion strategy of new online channel is different from that of traditional offline channel. In the traditional large sales node, online and offline customers such as shop, double 11 sales node to implement special promotion strategy. 3) making use of the propaganda strategy of combining traditional media with new network media, combining the different market and the cost limitation of investment to carry on the effective choice. And use Sharp company truck tour, joint exhibition, hotel marketing and other promotional forms. 4) to adjust the organizational structure of salespeople and non-salespeople in Shandong market, and at the same time, to make a different incentive strategy for the two types of personnel, to build a team of marketing staff, and to cooperate closely and efficiently with the team. The final manifestation is to continue to achieve various sales plans.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.6;F274

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