基于消费行为分析的易佰特照明营销竞争策略
发布时间：2018-11-28 15:28
【摘要】： 为了全球经济的可持续发展,保护地球环境和人们生存赖以生存的各种自然资源,减少因能源的不合理利用和各种污染的超标排放,节能减排已经是全球各国政府的共识。大力推广节能灯是其中一种重要的方式。易佰特照明是我国数千家区域性的节能灯制造企业之一。 本文通过回顾消费者行为学的发展历史,了解消费者购买节能灯过程的影响因素,包括感知、需要、动机、态度、文化、亚文化、社会和家庭等因素。探讨市场营销与消费者行为的关系,以希望通过消费者问卷调查分析为企业制定市场营销策略提供决策依据。 本文设计了消费者购买节能灯的调查问卷,运用spss软件对产品、价格、品牌、渠道和促销这几个因素进行了描述性统计分析和相关分析,得出易佰特照明的市场营销策略建议。建议主要包括对节能灯市场进行细分和目标市场定位。在产品策略上,要重视产品的质量和技术的研发。在品牌策略上,注重品牌建设和品牌管理。在价格策略上建议定位为中等价格水平。在渠道策略上要建立多级渠道结构的铺货终端和完整的支持体系。在促销策略上,着重提出了广告的投放方式和广告的诉求,产品体验推广和公共关系营销。
[Abstract]:For the sustainable development of the global economy, protecting the earth environment and all kinds of natural resources on which people depend for survival, reducing the excessive emission due to unreasonable use of energy and various kinds of pollution, it is the consensus of the governments all over the world to save energy and reduce emissions. Promoting energy-saving lamps is one of the most important ways. Yibai Lighting is one of thousands of regional energy-saving lamp manufacturers in China. By reviewing the history of consumer behavior, this paper explores the factors affecting the process of consumer purchase of energy saving lights, including perception, need, motivation, attitude, culture, subculture, society and family. This paper probes into the relationship between marketing and consumer behavior in order to provide decision basis for enterprises to formulate marketing strategies through the analysis of consumer questionnaire. This paper designs a questionnaire for consumers to buy energy saving lamps, and makes descriptive statistical analysis and correlation analysis on the factors of product, price, brand, channel and promotion by using spss software, and draws the marketing strategy suggestions of Ebard Lighting. Suggestions include subdividing the energy-saving lamp market and positioning the target market. In the product strategy, we should pay attention to product quality and technology research and development. In brand strategy, pay attention to brand building and brand management. In the price strategy suggested to be positioned as a medium price level. In the channel strategy, we should establish a multi-level channel structure terminal and complete support system. In the promotion strategy, it puts forward the way of advertising, the demand of advertisement, the promotion of product experience and the marketing of public relations.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.6
本文编号：2363289
[Abstract]:For the sustainable development of the global economy, protecting the earth environment and all kinds of natural resources on which people depend for survival, reducing the excessive emission due to unreasonable use of energy and various kinds of pollution, it is the consensus of the governments all over the world to save energy and reduce emissions. Promoting energy-saving lamps is one of the most important ways. Yibai Lighting is one of thousands of regional energy-saving lamp manufacturers in China. By reviewing the history of consumer behavior, this paper explores the factors affecting the process of consumer purchase of energy saving lights, including perception, need, motivation, attitude, culture, subculture, society and family. This paper probes into the relationship between marketing and consumer behavior in order to provide decision basis for enterprises to formulate marketing strategies through the analysis of consumer questionnaire. This paper designs a questionnaire for consumers to buy energy saving lamps, and makes descriptive statistical analysis and correlation analysis on the factors of product, price, brand, channel and promotion by using spss software, and draws the marketing strategy suggestions of Ebard Lighting. Suggestions include subdividing the energy-saving lamp market and positioning the target market. In the product strategy, we should pay attention to product quality and technology research and development. In brand strategy, pay attention to brand building and brand management. In the price strategy suggested to be positioned as a medium price level. In the channel strategy, we should establish a multi-level channel structure terminal and complete support system. In the promotion strategy, it puts forward the way of advertising, the demand of advertisement, the promotion of product experience and the marketing of public relations.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.6
【引证文献】
相关硕士学位论文 前1条
1 唐得昊;福州市社区居民购物选择行为研究[D];福建师范大学;2011年
，本文编号：2363289
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