珠海格力电器体育营销战略研究

发布时间：2018-03-30 10:36

本文选题：空调行业　切入点：营销模式　出处：《华中科技大学》2015年硕士论文

【摘要】：本文以格力电器为案例分析对象,从体育营销的视角进行分析,抓住体育营销对品牌影响力的促进和推广,探讨体育营销之于营销战略的地位,有助于销售目标的达成并有利于品牌价值的提升和公司的可持续发展,对于体育营销在我国家电行业的应用也有一定的指导意义。本文从内、外部环境两方面进行分析格力电器当前的营销战略环境。从内部环境来看,格力电器缺乏国际化营销思维,整体营销战略简单粗放,随着国内市场的渐趋饱和,核心技术能力的同质化,格力电器要实现更大的突破和增长越来越困难。格力电器近些年与体育营销也有或多或少的关系,但都没有被好好的利用,丧失品牌推广的大好机会。从外部环境来看,主要竞争对手相继走上体育营销之路,其对品牌形象的推广尤其是海外市场的突破,起着至关重要的作用。因此,结合格力电器当前的优势和劣势,与其面临的机会和威胁进行对比,得出格力电器营销战略发展的备选方案,并对两个方案进行分析和比较。最后,建议坚持专业化发展模式,借助体育营销大力提升品牌形象,巩固国内市场份额,积极开拓海外市场。本文建议格力电器的营销战略应以提升品牌价值为当前最迫切任务,并借助体育营销来逐步实现。在国内市场,品牌的高占有率决定企业应培育潜在消费者,着眼未来,以体育公益的形象进行品牌宣传,并牢牢占据校园体育以及有广泛群众基础的足篮球赛事。在国际市场,自主品牌的占有率较低,需采取攻坚战,通过受关注高的大型赛事,亲和力较高的当地体育明星,逐步缩短与海外消费者的距离,建立品牌认同。通过上述措施的持续推行,逐步提升品牌在国内外市场的影响力,也能为格力电器的快速稳定增长贡献思路,即以品牌提升拉动产品销量及产品附加值。
[Abstract]:This article takes Gree electric appliance as the case analysis object, carries on the analysis from the sports marketing angle of view, grasps the sports marketing to the brand influence promotion and the promotion, discusses the sports marketing to the marketing strategy position, It is beneficial to the achievement of sales target, to the promotion of brand value and to the sustainable development of the company, and also to the application of sports marketing in home appliance industry in China. This paper analyzes the current marketing strategy environment of Gree Electric Appliances from two aspects of external environment. From the internal environment, Gree Electric lacks international marketing thinking, and the overall marketing strategy is simple and extensive, and with the gradual saturation of the domestic market, With the homogeneity of core technical competence, it is becoming more and more difficult for Gree to achieve greater breakthrough and growth. Gree has more or less relations with sports marketing in recent years, but none of them has been used properly. From the external environment, the main competitors have embarked on the road of sports marketing, which plays a vital role in the promotion of brand image, especially the breakthrough in overseas markets. Combined with the current advantages and disadvantages of Gree Electric Appliances, compared with the opportunities and threats faced by Gree Electric Appliances, this paper obtains the options for the development of Gree Electric Appliances Marketing Strategy, and analyzes and compares the two schemes. Finally, it proposes to adhere to the mode of professional development. With the help of sports marketing, we should promote brand image, consolidate domestic market share and actively open up overseas markets. This paper suggests that Gree Electric Appliances' marketing strategy should take the promotion of brand value as the most urgent task at present. And with the help of sports marketing to gradually realize. In the domestic market, the high share of brands determines that enterprises should cultivate potential consumers, focus on the future, and promote the brand with the image of sports public welfare. And firmly occupy campus sports and football and basketball events with a broad mass base. In the international market, the share of independent brands is relatively low. We need to take a hard fight, and through large-scale events with high attention, local sports stars with relatively high affinity, Gradually shorten the distance with overseas consumers, establish brand identity. Through the implementation of the above measures, step by step enhance the brand influence in the domestic and foreign markets, can also contribute to the rapid and stable growth of Gree Electric. That is to promote brand sales and product value-added.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

【相似文献】