【摘要】：海爾作為全球家電公司,很多次獲得全球第一家電品牌的榮譽(yù)。但海爾的銷售主要集中在中國(guó),東南亞,東亞,美國(guó),非洲國(guó)家,在中亞尤其是在烏茲別克斯坦的銷售業(yè)績(jī)并不理想。烏茲別克斯坦是中亞的一個(gè)經(jīng)濟(jì)發(fā)展的國(guó)家。烏茲別克斯坦有3100萬多人口,在中亞人口最多,市場(chǎng)潛力大,購(gòu)買力強(qiáng)。烏茲別克斯坦人口超過3100萬,這使烏茲別克斯坦成為中亞五個(gè)國(guó)家其中最大的人口國(guó)家,也使得烏茲別克斯坦具有巨大的市場(chǎng)潛力和強(qiáng)大的購(gòu)買力。獨(dú)立后,烏茲別克斯坦政府為外國(guó)公司和投資開放大門,很多公司進(jìn)入國(guó)內(nèi),在這里建立了分支機(jī)構(gòu)。隨著烏茲別克斯坦家電市場(chǎng)競(jìng)爭(zhēng)對(duì)手?jǐn)?shù)量的增加,市場(chǎng)和競(jìng)爭(zhēng)對(duì)手越來越成熟,作為新進(jìn)入企業(yè),海爾必須尋求擴(kuò)大市場(chǎng)份額,增加品牌知名度的途徑,迅速滿足當(dāng)?shù)叵M(fèi)者需求的辦法。這些都是海爾在烏茲別克斯坦市場(chǎng)競(jìng)爭(zhēng)中需要解決的問題。本文是基于營(yíng)銷策略的基本理論和方法,重點(diǎn)關(guān)注烏茲別克斯坦家電行業(yè)的環(huán)境分析,市場(chǎng)需求與競(jìng)爭(zhēng)做研究。本文首先介紹了海爾集團(tuán)在世界上和烏茲別克斯坦的營(yíng)銷現(xiàn)狀。論文的這部分簡(jiǎn)答地描述海爾公司的建立,發(fā)展歷史和海爾產(chǎn)品的概況;二是關(guān)于烏茲別克斯坦市場(chǎng)的宏觀和微觀環(huán)境分析。宏觀環(huán)境分析包括人口,經(jīng)濟(jì),政治,法律和文化因素,微觀或行業(yè)分析提供有關(guān)烏茲別克斯坦家電行業(yè)市場(chǎng)規(guī)模,特點(diǎn),對(duì)手和需求狀況的信息;第三,論文描述了海爾公司在烏茲別克斯坦開展業(yè)務(wù)時(shí)遇到的機(jī)遇和挑戰(zhàn),也發(fā)現(xiàn)了他在烏茲別克斯坦市場(chǎng)的優(yōu)勢(shì)和劣勢(shì)。最后,通過上述研究成果,本文提出了烏茲別克斯坦海爾家電營(yíng)銷策略,包括產(chǎn)品策略,價(jià)格策略,營(yíng)銷渠道策略,促銷策略,文化營(yíng)銷策略等。希望本次研究的結(jié)論有助于海爾發(fā)展烏茲別克斯坦市場(chǎng),為中國(guó)家電企業(yè)研究和制定國(guó)際市場(chǎng)戰(zhàn)略提供參考。
[Abstract]:Haier as a global home appliance company, many times the world's first home appliance brand honor. But Haier's sales are concentrated in China, Southeast Asia, East Asia, the United States and African countries, and are not doing well in Central Asia, especially in Uzbekistan. Uzbekistan is an economically developing country in Central Asia. Uzbekistan has more than 31 million people, the largest population in Central Asia, market potential, strong purchasing power. Uzbekistan has a population of more than 31 million, making it the largest of the five countries in Central Asia, with huge market potential and strong purchasing power. After independence, the Uzbek government opened its doors to foreign companies and investment, many of which entered the country and established branches there. With the increase in the number of competitors in the home appliance market of Uzbekistan, the market and competitors are becoming more and more mature. As a new enterprise, Haier must seek ways to expand its market share and increase its brand awareness. A quick response to the needs of local consumers. These are the problems that Haier needs to solve in Uzbekistan's market competition. Based on the basic theory and method of marketing strategy, this paper focuses on the environmental analysis, market demand and competition of the household appliances industry in Uzbekistan. This paper first introduces the marketing situation of Haier Group in the world and Uzbekistan. This part of the paper briefly describes the establishment of Haier Company, the history of its development and the general situation of Haier products; second, the macro and micro environmental analysis of Uzbekistan market. Macro environmental analysis includes demographic, economic, political, legal and cultural factors. Micro or industrial analysis provides information on the size, characteristics, competitors and demand of Uzbekistan's home appliance market. The paper describes the opportunities and challenges encountered by Haier in Uzbekistan, and finds its strengths and weaknesses in Uzbekistan. Finally, through the above research results, this paper puts forward the marketing strategy of Haier household appliances in Uzbekistan, including product strategy, price strategy, marketing channel strategy, promotion strategy, cultural marketing strategy and so on. Hope the conclusion of this study will help Haier develop Uzbekistan market and provide reference for Chinese household appliance enterprises to study and formulate international market strategy.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.6;F274

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