發(fā)布時間：2018-04-03 06:52

  本文選題：海爾　切入點：煙臺　出處：《山東理工大學(xué)》2017年碩士論文

【摘要】：“十三五”時期是我國全面建成小康社會的關(guān)鍵時期。我國經(jīng)濟發(fā)展已經(jīng)進入新常態(tài),處于向形態(tài)更高級、分工更復(fù)雜、結(jié)構(gòu)更合理發(fā)展的階段,經(jīng)濟發(fā)展呈現(xiàn)出增速換擋、結(jié)構(gòu)優(yōu)化、動能轉(zhuǎn)換、方式轉(zhuǎn)變的新特征。在經(jīng)濟進入新常態(tài)之后,供給側(cè)結(jié)構(gòu)性改革成為我國發(fā)展與改革的主線,產(chǎn)業(yè)結(jié)構(gòu)、產(chǎn)品供給要求提質(zhì)增效。我國經(jīng)濟發(fā)展的這些深刻變化,對家電銷售行業(yè)來說,既面臨著很大的發(fā)展機遇,也面臨著巨大的挑戰(zhàn),家電銷售的市場競爭將日趨激烈,企業(yè)要實現(xiàn)可持續(xù)發(fā)展,實現(xiàn)利潤目標(biāo),必須及時準(zhǔn)確地調(diào)整市場營銷戰(zhàn)略。隨著科學(xué)技術(shù)的不斷發(fā)展,家用電器的更新?lián)Q代速度日益加快,不僅在產(chǎn)品設(shè)計上加大了研發(fā)力度,在營銷策略上也不斷開拓創(chuàng)新。如何迎合消費者對產(chǎn)品和消費方式的新需求成為每個企業(yè)必須面對和解決的問題。受家電市場環(huán)境等主客觀因素的影響,RRS家電銷售有限公司在家電產(chǎn)品運營中表現(xiàn)較為低迷。本文以該公司為例,嘗試為其制定營銷組合策略,以達到助其提升銷售業(yè)績的目的。RRS家電銷售有限公司隸屬海爾集團,負責(zé)煙臺地區(qū)家電業(yè)務(wù)推廣、銷售、配送等工作。作為青島海爾家電集團在省內(nèi)營銷網(wǎng)絡(luò)的一個重要組成部分,煙臺家電市場營銷活動的成功與否,對海爾家電實現(xiàn)繼續(xù)保持家電市場領(lǐng)導(dǎo)地位和繼續(xù)增強競爭力都具有十分重要的意義。本論文的研究,為RRS家電銷售有限公司提供一個理論上的指導(dǎo),即提供一個使公司在煙臺市場營銷活動有效開展的營銷策略,實踐上,對同行業(yè)類似的家電銷售企業(yè)市場營銷管理提供一定參考和借鑒意義。本文以市場營銷組合理論作為研究的理論基礎(chǔ),通過對RRS家電銷售有限公司的銷售現(xiàn)狀進行分析,剖析公司當(dāng)前營銷中存在的一些問題;以SWOT分析法對煙臺家電市場的營銷環(huán)境進行了系統(tǒng)的分析,并以分析得出的結(jié)論為依據(jù),制定RRS家電銷售有限公司的營銷策略,通過實施營銷策略改善,有效提升營銷業(yè)績。
[Abstract]:The third five-year Plan period is the key period for our country to build a well-off society in an all-round way.China's economic development has entered into the new normal, in the stage of more advanced form, more complex division of labor and more reasonable development of structure, the economic development presents new characteristics of speed shift, structural optimization, kinetic energy conversion and mode change.After the economy enters the new normal, supply-side structural reform has become the main line of development and reform in China.These profound changes in the economic development of our country will not only face great development opportunities but also great challenges for the sales industry of household appliances, the market competition for home appliance sales will become increasingly fierce, and enterprises want to achieve sustainable development.To achieve the profit target, we must adjust the marketing strategy timely and accurately.With the development of science and technology, the update speed of household appliances is speeding up day by day. It not only increases the R & D in product design, but also develops and innovates continuously in marketing strategy.How to meet the consumer's new demand for products and consumption mode has become a problem that every enterprise must face and solve.Under the influence of subjective and objective factors, such as home appliance market environment, RRS home appliance sales co., Ltd.This article takes the company as an example, tries to make the marketing combination strategy for the company, in order to achieve the purpose of helping it to improve the sales performance. The RRS Home Appliance sales Co., Ltd. belongs to Haier Group, responsible for the Yantai area appliance business promotion, sale, distribution and so on.As an important part of the marketing network of Qingdao Haier Home Appliance Group in the province, is the marketing activity of Yantai home appliances successful or not?It is of great significance for Haier household appliances to continue to maintain their market leadership and enhance their competitiveness.The research in this paper provides a theoretical guidance for RRS Appliance sales Co., Ltd., that is, to provide a marketing strategy to effectively carry out the company's marketing activities in Yantai, in practice,It can provide some reference and reference to the marketing management of the similar household appliances sales enterprises in the same industry.This article takes the marketing combination theory as the theoretical foundation, through carries on the analysis to the RRS household appliance sale limited company's present situation, analyzes some problems existing in the company's current marketing;This paper makes a systematic analysis of the marketing environment of Yantai home appliance market with SWOT analysis method, and based on the conclusion of the analysis, formulates the marketing strategy of RRS Home Appliance sales Co., Ltd., and improves the marketing performance effectively through the implementation of marketing strategy improvement.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F721;F274

【參考文獻】

相關(guān)期刊論文 前10條

1 王磊;馬英杰;;銷售事業(yè)部創(chuàng)新管理手段的意義與措施[J];學(xué)周刊;2016年21期

2 付麗;;淺述中小企業(yè)網(wǎng)絡(luò)營銷戰(zhàn)略[J];中國商貿(mào);2014年03期

3 南洋;;以顧客價值為導(dǎo)向的體驗營銷戰(zhàn)略探析[J];中國商貿(mào);2013年05期

4 陳桂玲;盧安;;服裝品牌營銷策略研究[J];中國商貿(mào);2010年16期

5 王敏;;國際營銷渠道選擇的主要影響因素研究——以海爾的國際營銷選擇為例[J];現(xiàn)代商貿(mào)工業(yè);2009年14期

6 陳軍;;中國家電企業(yè)營銷渠道創(chuàng)新探討[J];科技創(chuàng)業(yè)月刊;2009年07期

7 李增軍;;淺析家電市場營銷渠道的變革[J];企業(yè)家天地下半月刊(理論版);2009年03期

8 左雙喜;;家電品牌連鎖企業(yè)在二三級市場上的營銷組合創(chuàng)新探析[J];市場論壇;2009年01期

9 吳建軍;;格力的營銷模式分析[J];現(xiàn)代商業(yè);2008年24期

10 趙衛(wèi)衛(wèi);;格力空調(diào)的營銷渠道分析[J];現(xiàn)代企業(yè)教育;2007年20期

，

本文編號：1704089