SEB公司小家电产品中国市场营销策略研究

发布时间：2018-02-21 01:19

本文关键词： 小家电环境分析 STP战略 4P营销组合策略 4C营销理论　出处：《东北大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国小家电行业经过近20年的发展,已经进入快速成长期,国内大家电企业以及外资家电企业的进入都加剧了小家电行业的竞争,同时也客观加速了小家电行业的市场化发展。目前,我国小家电整体市场规模已经突破1000亿元,并且依然保持着持续增长的势头,同时行业发展已经跨越简单的规模化低成本竞争模式,进入到产业结构升级的转型期。市场需求及行业竞争趋向集中于产品的智能性、工业设计的人性化及节能环保等科技的应用层面。法国投资的上海SEB公司在90年代进入中国市场初期曾借助其国际品牌的背景和大量引入的进口产品在我国中高端小家电市场上拥有良好的销售业绩。但随着我国小家电市场竞争结构的发展升级,本土小家电研发制造水平的不断提高,SEB公司昔日的优势已经不在,其原有的市场发展战略和营销策略也表现出对市场变化的不适应性。为了能够使SEB公司在激烈的市场竞争中实现持续发展,提高公司销售额,扩大产品市场占有率,本文就SEB公司小家电产品在中国市场的营销策略优化进行了深入的研究。全文主要的工作内容及取得的成果包括四个方面:首先,运用PEST理论、波特五力模型等相关理论知识,对SEB公司的内、外部营销环境进行了分析,明确了当前影响SEB公司市场运作的主要因素及其具有的资源和能力;其次,运用SWOT分析法,从公司目前发展的优势、存在的劣势及面临的机会与威胁四个维度分析公司发展应该注意的问题和掌握的机会;第三,运用STP理论及4P和4C理论为公司制定了更为优化的市场战略和营销组合策略;最后,为了保障营销策略能够有效实施,又从公司组织管理、营销流程管理、信息管理等多方面制定了相应策略实施的保障措施。本文的研究意义在于利用多种研究方法深入分析了我国小家电市场现状及发展趋势,为SEB公司中国市场营销策略提出了优化方案,为行业内相关企业提供了有利借鉴。本文通过研究得出结论:市场营销管理是一项动态的系统管理工程,企业在掌握外部环境变化形势,充分利用自身资源的基础上,还必须要以顾客为中心,根据目标消费主体的消费需求及消费行为习惯的变化而进行营销策略的优化调整。
[Abstract]:After nearly 20 years of development, China's small home appliance industry has entered a period of rapid growth. The entry of domestic large home appliance enterprises and foreign-funded home appliance enterprises has intensified the competition of small home appliances industry. At the same time, it has also objectively accelerated the market-oriented development of the small household appliances industry. At present, the overall market scale of small household appliances in China has exceeded 100 billion yuan, and it still maintains a momentum of sustained growth. At the same time, the development of the industry has gone beyond the simple mode of large-scale low-cost competition, and entered the transformation period of industrial structure upgrading. Market demand and industry competition tend to focus on the intelligence of products. In 90s, Shanghai SEB, invested by France, entered the Chinese market with the help of its international brand background and a large number of imported products. The market of small home appliances has a good sales performance. However, with the development of the competitive structure of the small home appliances market in China, The continuous improvement of the level of R & D and manufacturing of local small household appliances, the former advantages of the SEB Company are no longer available. Its original market development strategy and marketing strategy also show the inadaptability to the market change. In order to enable SEB company to realize sustainable development in the fierce market competition, increase the company's sales volume, enlarge the market share of the product. This paper makes a deep research on the marketing strategy optimization of SEB's small household appliances products in China. The main contents and achievements of this paper include four aspects: first, using the theory of PEST, Porter's five Force Model and other relevant theoretical knowledge. This paper analyzes the internal and external marketing environment of SEB Company, clarifies the main factors that affect the market operation of SEB Company and its resources and capabilities. Secondly, it uses the SWOT analysis method to analyze the advantages of the company's current development. This paper analyzes the problems and opportunities that should be paid attention to in the development of the company from the four dimensions of disadvantages and opportunities and threats facing them. Thirdly, using the theory of STP and 4P and 4C, the author makes a more optimized marketing strategy and marketing combination strategy for the company. Finally, in order to ensure that the marketing strategy can be effectively implemented, and from the company organization management, marketing process management, The research significance of this paper is to make a thorough analysis of the current situation and development trend of the small household appliances market in China by using various research methods. This paper puts forward the optimization scheme for SEB Company's marketing strategy in China and provides a beneficial reference for the relevant enterprises in the industry. This paper draws a conclusion that marketing management is a dynamic system management project. On the basis of mastering the changing situation of external environment and making full use of their own resources, enterprises must take the customer as the center and optimize the marketing strategy according to the change of the consumption demand and the consumption behavior habit of the target consumer.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6;F274

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