RRS家电销售有限公司营销策略研究

发布时间：2018-04-03 06:52

本文选题：海尔　切入点：烟台　出处：《山东理工大学》2017年硕士论文

【摘要】：“十三五”时期是我国全面建成小康社会的关键时期。我国经济发展已经进入新常态,处于向形态更高级、分工更复杂、结构更合理发展的阶段,经济发展呈现出增速换挡、结构优化、动能转换、方式转变的新特征。在经济进入新常态之后,供给侧结构性改革成为我国发展与改革的主线,产业结构、产品供给要求提质增效。我国经济发展的这些深刻变化,对家电销售行业来说,既面临着很大的发展机遇,也面临着巨大的挑战,家电销售的市场竞争将日趋激烈,企业要实现可持续发展,实现利润目标,必须及时准确地调整市场营销战略。随着科学技术的不断发展,家用电器的更新换代速度日益加快,不仅在产品设计上加大了研发力度,在营销策略上也不断开拓创新。如何迎合消费者对产品和消费方式的新需求成为每个企业必须面对和解决的问题。受家电市场环境等主客观因素的影响,RRS家电销售有限公司在家电产品运营中表现较为低迷。本文以该公司为例,尝试为其制定营销组合策略,以达到助其提升销售业绩的目的。RRS家电销售有限公司隶属海尔集团,负责烟台地区家电业务推广、销售、配送等工作。作为青岛海尔家电集团在省内营销网络的一个重要组成部分,烟台家电市场营销活动的成功与否,对海尔家电实现继续保持家电市场领导地位和继续增强竞争力都具有十分重要的意义。本论文的研究,为RRS家电销售有限公司提供一个理论上的指导,即提供一个使公司在烟台市场营销活动有效开展的营销策略,实践上,对同行业类似的家电销售企业市场营销管理提供一定参考和借鉴意义。本文以市场营销组合理论作为研究的理论基础,通过对RRS家电销售有限公司的销售现状进行分析,剖析公司当前营销中存在的一些问题;以SWOT分析法对烟台家电市场的营销环境进行了系统的分析,并以分析得出的结论为依据,制定RRS家电销售有限公司的营销策略,通过实施营销策略改善,有效提升营销业绩。
[Abstract]:The third five-year Plan period is the key period for our country to build a well-off society in an all-round way.China's economic development has entered into the new normal, in the stage of more advanced form, more complex division of labor and more reasonable development of structure, the economic development presents new characteristics of speed shift, structural optimization, kinetic energy conversion and mode change.After the economy enters the new normal, supply-side structural reform has become the main line of development and reform in China.These profound changes in the economic development of our country will not only face great development opportunities but also great challenges for the sales industry of household appliances, the market competition for home appliance sales will become increasingly fierce, and enterprises want to achieve sustainable development.To achieve the profit target, we must adjust the marketing strategy timely and accurately.With the development of science and technology, the update speed of household appliances is speeding up day by day. It not only increases the R & D in product design, but also develops and innovates continuously in marketing strategy.How to meet the consumer's new demand for products and consumption mode has become a problem that every enterprise must face and solve.Under the influence of subjective and objective factors, such as home appliance market environment, RRS home appliance sales co., Ltd.This article takes the company as an example, tries to make the marketing combination strategy for the company, in order to achieve the purpose of helping it to improve the sales performance. The RRS Home Appliance sales Co., Ltd. belongs to Haier Group, responsible for the Yantai area appliance business promotion, sale, distribution and so on.As an important part of the marketing network of Qingdao Haier Home Appliance Group in the province, is the marketing activity of Yantai home appliances successful or not?It is of great significance for Haier household appliances to continue to maintain their market leadership and enhance their competitiveness.The research in this paper provides a theoretical guidance for RRS Appliance sales Co., Ltd., that is, to provide a marketing strategy to effectively carry out the company's marketing activities in Yantai, in practice,It can provide some reference and reference to the marketing management of the similar household appliances sales enterprises in the same industry.This article takes the marketing combination theory as the theoretical foundation, through carries on the analysis to the RRS household appliance sale limited company's present situation, analyzes some problems existing in the company's current marketing;This paper makes a systematic analysis of the marketing environment of Yantai home appliance market with SWOT analysis method, and based on the conclusion of the analysis, formulates the marketing strategy of RRS Home Appliance sales Co., Ltd., and improves the marketing performance effectively through the implementation of marketing strategy improvement.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F274

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