金辉公司瑞明电暖画市场营销策略研究
发布时间：2018-11-23 18:36
【摘要】： 本文着重研究了金辉公司瑞明牌电暖画的市场营销,为了改善目前的营销环境,对营销策略组合进行了设计。通过市场调研,运用理论联系实际的方法,对金辉公司的产品营销中存在的问题进行解决。 文章首先对我国的能源危机与可再生能源进行了阐述,介绍了采暖业的能耗问题。为了缓解能源危机,国家积极倡导对可再生能源的充分利用,比如电能的使用等。其次对瑞明牌电暖画的功效原理和产品特点进行了说明。瑞明牌碳纤维电暖画是以艺术形式展现出来的一种取暖产品,是一种高科技产品,刚投入市场不久,它是以碳纤维发热材料为发热体,配以精美画面复合而成,展现在顾客面前就是一款精美的画框。该产品是传统采暖设备的最佳替代品,是利用电能来使碳纤维材料进行发热,从而达到取暖的效果。该产品具有绿色、环保、节能、装饰、保健等特点,符合国家的产业背景,有着广阔的应用前景。另外本文还对该产品的独特的销售主张(USP)进行挖掘,以扩大产品的知名度,以使产品在更大范围内得到应用,为广大目标受众所接受;本文的第三部分是对该产品在实际营销中存在的问题进行分析,通过大量的一线调研和实践,运用所学营销理论对存在的问题进行剖析,找出产品营销中存在着知名度不高,目标市场不清晰以及产品组合有待完善等方面的问题;在本文的最后部分重点是对产品营销中问题进行有效解决,即营销4P理论在营销实际中的有机组合,运用产品的周期理论和相应的营销4P理论,分析本文产品还处于产品生命周期的导入期阶段,从而在产品的导入期为了克服知名度不高等问题重点进行了促销策略方面的设计,包括广告文案的运作设计及对中间商和顾客的销售促进的设计,同时运用相应的理论对产品策略,价格和渠道策略进行了设计,以求本文产品——金辉公司的瑞明牌碳纤维电暖画在市场营销中取得更大的成绩。
[Abstract]:This paper focuses on the marketing of Ruiming brand electric heating pictures of Jinhui Company. In order to improve the current marketing environment, the marketing strategy combination is designed. Through market research, using the method of combining theory with practice, the problems in product marketing of Jinhui Company are solved. Firstly, the energy crisis and renewable energy in China are discussed, and the energy consumption of heating industry is introduced. In order to alleviate the energy crisis, the country actively advocates the full use of renewable energy, such as the use of electricity. Secondly, the efficacy principle and product characteristics of Ruiming electric heating painting are explained. The Ruiming carbon fiber electric heating painting is a kind of heating product in the form of art. It is a kind of high-tech product. It has just been put into the market. It is made of carbon fiber heating material as the heating body, combined with fine pictures. In front of the customer is a beautiful picture frame. This product is the best substitute for the traditional heating equipment. It uses electric energy to make carbon fiber materials heat up, so as to achieve the effect of heating. The product has green, environmental protection, energy saving, decoration, health care and other characteristics, in line with the national industrial background, has a broad application prospects. In addition, this paper also excavates the unique sales claim of the product (USP), in order to expand the popularity of the product, so that the product can be used in a wider scope and accepted by the broad target audience; The third part of this article is to analyze the problems existing in the actual marketing of the product, through a large number of front-line investigation and practice, using the marketing theory to analyze the existing problems, find out that there is not high visibility in the product marketing. The target market is not clear and the product mix needs to be improved. In the last part of this paper, the key point is to effectively solve the problems in product marketing, that is, the organic combination of marketing 4p theory in marketing practice, the use of product cycle theory and the corresponding marketing 4p theory. This paper analyzes that the product is still in the stage of product life cycle, so in order to overcome the problems of low popularity, the promotion strategy is designed in the period of product introduction. Including the operating design of advertising copywriting and the design of sales promotion for middlemen and customers. At the same time, the corresponding theories are used to design product strategy, price and channel strategy. In order to this product-Jinhui company's Ruiming brand carbon fiber heating painting in the marketing to achieve greater results.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.6
本文编号：2352383
[Abstract]:This paper focuses on the marketing of Ruiming brand electric heating pictures of Jinhui Company. In order to improve the current marketing environment, the marketing strategy combination is designed. Through market research, using the method of combining theory with practice, the problems in product marketing of Jinhui Company are solved. Firstly, the energy crisis and renewable energy in China are discussed, and the energy consumption of heating industry is introduced. In order to alleviate the energy crisis, the country actively advocates the full use of renewable energy, such as the use of electricity. Secondly, the efficacy principle and product characteristics of Ruiming electric heating painting are explained. The Ruiming carbon fiber electric heating painting is a kind of heating product in the form of art. It is a kind of high-tech product. It has just been put into the market. It is made of carbon fiber heating material as the heating body, combined with fine pictures. In front of the customer is a beautiful picture frame. This product is the best substitute for the traditional heating equipment. It uses electric energy to make carbon fiber materials heat up, so as to achieve the effect of heating. The product has green, environmental protection, energy saving, decoration, health care and other characteristics, in line with the national industrial background, has a broad application prospects. In addition, this paper also excavates the unique sales claim of the product (USP), in order to expand the popularity of the product, so that the product can be used in a wider scope and accepted by the broad target audience; The third part of this article is to analyze the problems existing in the actual marketing of the product, through a large number of front-line investigation and practice, using the marketing theory to analyze the existing problems, find out that there is not high visibility in the product marketing. The target market is not clear and the product mix needs to be improved. In the last part of this paper, the key point is to effectively solve the problems in product marketing, that is, the organic combination of marketing 4p theory in marketing practice, the use of product cycle theory and the corresponding marketing 4p theory. This paper analyzes that the product is still in the stage of product life cycle, so in order to overcome the problems of low popularity, the promotion strategy is designed in the period of product introduction. Including the operating design of advertising copywriting and the design of sales promotion for middlemen and customers. At the same time, the corresponding theories are used to design product strategy, price and channel strategy. In order to this product-Jinhui company's Ruiming brand carbon fiber heating painting in the marketing to achieve greater results.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.6
【引证文献】
相关硕士学位论文 前1条
1 陈雪悲;四川省旅游房地产定位开发研究[D];四川师范大学;2010年
，本文编号：2352383
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