發(fā)布時(shí)間：2018-10-21 14:01

【摘要】：家庭影院進(jìn)入國(guó)人生活的歷史已經(jīng)超過(guò)20年。起初的蓬勃發(fā)展過(guò)后,國(guó)內(nèi)的家庭影院市場(chǎng)很快進(jìn)入低迷期,直到最近幾年才開始回暖向好。這二十年來(lái),隨著技術(shù)的發(fā)展,國(guó)內(nèi)的家庭影院市場(chǎng)涌入了大批的企業(yè),然而好景不長(zhǎng),未成熟的家庭影院行業(yè)使得中小企業(yè)舉步維艱,紛紛倒在技術(shù)門檻。盡管國(guó)內(nèi)家庭影院市場(chǎng)近年來(lái)重現(xiàn)復(fù)蘇勢(shì)頭,但從現(xiàn)有技術(shù)水平及銷售、服務(wù)狀況來(lái)看,我國(guó)的家庭影院行業(yè)想要取得如發(fā)達(dá)國(guó)家的穩(wěn)健發(fā)展態(tài)勢(shì),依舊有很長(zhǎng)的路要走。隨著國(guó)內(nèi)經(jīng)濟(jì)的不斷發(fā)展及消費(fèi)者物質(zhì)文化水平的不斷提高,在互聯(lián)網(wǎng)加的時(shí)代,國(guó)內(nèi)家庭影院市場(chǎng)迎來(lái)了發(fā)展的新機(jī)遇。本文主要以山東省家庭影院銷售領(lǐng)域內(nèi)的龍頭企業(yè)WHA公司的銷售現(xiàn)狀、既有優(yōu)勢(shì)與現(xiàn)實(shí)不足等為分析的切入點(diǎn),運(yùn)用問(wèn)卷調(diào)查、SWOT分析等方法,通過(guò)分析該公司的既有發(fā)展戰(zhàn)略所存在機(jī)遇、威脅、優(yōu)勢(shì)及劣勢(shì),找到與該公司內(nèi)部發(fā)展現(xiàn)狀及我國(guó)家庭影院市場(chǎng)整體狀況相適應(yīng)的應(yīng)對(duì)策略。以點(diǎn)代面,把握國(guó)內(nèi)家庭影院的行業(yè)發(fā)展?fàn)顩r,并就此為家庭影院行業(yè)的營(yíng)銷決策提供相應(yīng)的理論參照依據(jù)。全文的內(nèi)容主要包括以下幾個(gè)部分的內(nèi)容。第一部分首先是緒論,這部分闡述了本課題的研究背景和意義、研究?jī)?nèi)容以及研究方法等方面的內(nèi)容,同時(shí),完成了國(guó)內(nèi)外有關(guān)家庭影院營(yíng)銷策略研究的文獻(xiàn)綜述,并給出全文研究的技術(shù)路線圖;第二部分,對(duì)基礎(chǔ)理論研究進(jìn)行了回顧,主要內(nèi)容包括差異化營(yíng)銷理論、STP理論以及營(yíng)銷策略的分析方法;第三部分,分析了WHA公司家庭影院的營(yíng)銷現(xiàn)狀,進(jìn)行了WHA公司簡(jiǎn)介,重點(diǎn)分析了WHA公司家庭影院營(yíng)銷發(fā)展歷程及現(xiàn)狀分析;第四部分,研究了WHA公司家庭影院營(yíng)銷環(huán)境,主要內(nèi)容包括宏觀環(huán)境分析,行業(yè)競(jìng)爭(zhēng)環(huán)境分析,SWOT分析及營(yíng)銷策略取向;第五部分,研究了WHA公司家庭影院營(yíng)銷策略,主要研究了、分析了WHA公司家庭影院營(yíng)銷組合策略,WHA公司家庭影院營(yíng)銷策略的調(diào)整與實(shí)施;最后,對(duì)全文進(jìn)行了總結(jié)和展望。
[Abstract]:Home theater has been in Chinese life for more than 20 years. After the initial boom, the domestic home theater market quickly entered a downturn, only in recent years began to pick up the trend. In the past two decades, with the development of technology, the domestic home theater market has poured into a large number of enterprises, but not long, the immature home theater industry makes it difficult for small and medium-sized enterprises to fall on the technical threshold. Although the domestic home theater market has been recovering again in recent years, there is still a long way to go for the home theater industry in our country to get the steady development trend as developed countries from the point of view of the existing technology level, sales and service situation. With the development of domestic economy and the improvement of consumers' material and cultural level, the domestic home theater market has ushered in a new opportunity of development in the era of Internet. This paper mainly takes the sales status quo, existing advantages and disadvantages of WHA Company, a leading enterprise in the field of home theater sales in Shandong Province, as the starting point of the analysis, and applies the methods of questionnaire investigation and SWOT analysis, etc. By analyzing the opportunities, threats, advantages and disadvantages of the company's existing development strategy, the author finds out the corresponding strategies suitable to the present situation of the company's internal development and the overall situation of the home theater market in China. In this paper, the author tries to grasp the development of home theater industry in China, and provide the corresponding theoretical reference for the marketing decision of home theater industry. The content of the full text mainly includes the following several parts of the content. The first part is the introduction, which describes the research background and significance, research content and research methods of this topic. At the same time, it completes the literature review of home theater marketing strategy research at home and abroad. The second part reviews the basic theory research, including differential marketing theory, STP theory and the analysis method of marketing strategy. This paper analyzes the current situation of home theater marketing in WHA Company, introduces the WHA Company, and focuses on the analysis of the development history and current situation of home theater marketing in WHA Company. The fourth part studies the marketing environment of home theater in WHA Company. The main contents include macro environment analysis, industry competition environment analysis, SWOT analysis and marketing strategy orientation. The fifth part studies the home theater marketing strategy of WHA Company. This paper analyzes the WHA company home theater marketing mix strategy, the WHA company home theater marketing strategy adjustment and implementation; finally, the paper summarizes and prospects the full text.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.6

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本文編號(hào)：2285296