美的中央空调家装零售营销战略及策略研究

发布时间：2018-02-05 16:51

本文关键词： 美的中央空调家装零售战略存在问题改善建议　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：美的中央空调通过十几年的发展,逐步成长为中央空调行业国内市场的领导品牌,但销量主要由工程项目领域产生。2013年美的中央空调全面切入内销家装零售领域,且将家装零售营销战略作为未来国内市场重要发展战略。作为一家传统的以工程类中央空调为重心的企业,如何摆脱原有工程经营模式的限制,构建工程与零售同步发展的体系,利用自身优势打破竞品的领先局面,迅速实现家装零售规模的快速增长,成为企业首先要考虑的问题。笔者在中央空调事业部国内营销公司工作多年,完整经历了这一营销战略的酝酿、制定、执行及调整的全过程。准备针对这一过程展开全面研究,探索出如何在变化的市场环境下做出正确的营销决策,最大程度地创造、获取和维系顾客的有效方法。通过对营销战略全过程的总结,梳理并完善现有营销战略实施的流程,提升现有家装零售业务的整体营销力,从而有效地战胜竞争对手,持续保持领先地位。本文根据企业管理以及市场营销等相关理论,主要采用企业环境分析、SWOT、STP、4Ps、3Rs等分析方法,同时参考了互联网时代传统企业营销变革的部分主要观点。
[Abstract]:Through more than ten years of development, the United States Central Air-Conditioning Industry has gradually grown into a leading brand in the domestic market of the Central Air-Conditioning Industry. In 2013, the central air conditioning system of the United States cut into the domestic retail area of home furnishings. As a traditional enterprise focused on engineering central air conditioning, how to get rid of the limitations of the original project management mode. Build a system of simultaneous development of engineering and retail, use their own advantages to break the competitive market leading situation, and quickly realize the rapid growth of the scale of home decoration retail. The author has worked for many years in the domestic marketing company of Central Air-Conditioning Department, and has experienced the gestation and formulation of this marketing strategy. The whole process of implementation and adjustment. Prepare to carry out a comprehensive study of this process, explore how to make the right marketing decisions in the changing market environment, to maximize the creation. Through the summary of the whole process of marketing strategy, comb and improve the process of implementation of the existing marketing strategy, enhance the overall marketing power of the existing home decoration retail business. According to the theories of enterprise management and marketing, this paper mainly adopts enterprise environment analysis (SWOT) and STP (4Ps). At the same time, it refers to some main viewpoints of traditional enterprise marketing reform in the Internet era.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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