本文選題：瀚樂滾筒洗衣機門鎖 + 市場營銷�。� 參考：《南京大學(xué)》2016年碩士論文

【摘要】：隨著我國市場經(jīng)濟的快速發(fā)展,家電行業(yè)發(fā)展迅速,高端洗衣機特別是滾筒洗衣機發(fā)展迅猛。德國瀚樂公司研發(fā)的滾筒洗衣機門鎖在家電行業(yè)內(nèi)享有盛名。隨著亞洲市場的興起,瀚樂公司在中國南京設(shè)立工廠,以便更好地服務(wù)亞洲的客戶。其它滾筒洗衣機門鎖制造商如意大利畢勤、德國馬夸特也把目標轉(zhuǎn)向亞洲市場,尤其是中國這塊有著巨大消費潛力的市場。于此同時,國內(nèi)仿制品不斷涌現(xiàn)。因此,各家公司之間的產(chǎn)品在家電行業(yè)中的競爭也非常強烈。瀚樂公司如何定位亞洲市場?有競爭力的市場營銷策略在競爭中就顯得至關(guān)重要。文章查閱了諸多文獻資料,詳細了解了市場營銷的相關(guān)概念,并對市場營銷的相關(guān)理論如SWOT分析法、STP分析法,客戶關(guān)系管理等進行研究比較分析。文章還對市場營銷管理發(fā)展現(xiàn)狀進行了描述,同時,對已有家電行業(yè)配件市場營銷策略研究的內(nèi)容、方法進行了比較分析,以便為課題的研究提供理論和實踐依據(jù)。文章的主體部分對目前公司的情況進行了描述分析,也分析了滾筒洗衣機市場的發(fā)展概況。依據(jù)以上分析,文章首先運用SWOT分析法分析了瀚樂公司的內(nèi)部環(huán)境的優(yōu)勢和劣勢、外部環(huán)境的機會和威脅,并制定了瀚樂公司洗衣機用門鎖的相關(guān)戰(zhàn)略方案。其次,文章運用STP分析法對滾筒洗衣機門鎖市場進行細分,選擇瀚樂公司滾筒洗衣機門鎖的目標市場,并確定瀚樂滾筒洗衣機門鎖的市場定位。最后,文章按照客戶關(guān)系管理理論,為家電配件市場營銷的研究提供了一個可以參考的理論研究方法。綜合以上研究,文章認為,現(xiàn)有的市場營銷方法對家電行業(yè)配件的市場營銷策略制定具有實際的指導(dǎo)意義。鑒于洗衣機配件這一商品的特殊性,現(xiàn)有的家電配件市場策略研究方法需要根據(jù)相應(yīng)的洗衣機配件特點制定合適的營銷策略。對于未來家電配件市場營銷管理的發(fā)展,文章認為未來家電市場的營銷將更趨向于高端智能性,家電配件營銷策略的制定需要更多地考慮客戶的各種個性化需求的策略。
[Abstract]:With the rapid development of China's market economy, the household appliance industry is developing rapidly, and the high-end washing machine, especially the drum washing machine, is developing rapidly. The roller washing machine door lock developed by Hanle Germany enjoys great reputation in the home appliance industry. With the rise of Asian market, Hanle has set up a factory in Nanjing, China to better serve customers in Asia. Other roller washing machine door lock manufacturers such as Bikon, Italy, and Germany's Marquardt are also targeting Asian markets, especially China, which has huge consumer potential. At the same time, domestic imitation products continue to emerge. Therefore, the competition between companies in the home appliance industry is very strong. How does Hanle position itself in Asia? Competitive marketing strategy is very important in competition. This paper reviews a lot of literature, understands the related concepts of marketing in detail, and makes a comparative analysis of the relevant theories of marketing, such as SWOT analysis, STP analysis, customer relationship management and so on. The article also describes the present situation of marketing management, and at the same time, compares the contents and methods of the research on the marketing strategies of the accessories in the household appliances industry, in order to provide the theoretical and practical basis for the research of the subject. The main part of the article describes the current situation of the company, also analyzes the development of the drum washing machine market. Based on the above analysis, this paper first analyzes the strengths and weaknesses of Hanle's internal environment, the opportunities and threats of the external environment by using SWOT analysis method, and formulates the relevant strategic plan of the door lock for the washing machine of Hanle Company. Secondly, the paper uses STP analysis method to subdivide the market of drum washing machine door lock, selects the target market of Hanle washing machine door lock, and determines the market position of Hanle washing machine door lock. Finally, according to the theory of customer relationship management, this paper provides a theoretical research method for the marketing of home appliances accessories. Synthesizing the above research, the article thinks that the existing marketing methods have practical guiding significance for the marketing strategy of the home appliance industry accessories. In view of the particularity of washing machine accessories, the existing market strategy research methods of home appliance accessories need to make appropriate marketing strategies according to the characteristics of washing machine accessories. For the development of the marketing management of the future home appliance parts, the article thinks that the marketing of the future home appliance market will tend to the high-end intelligence, and the formulation of the marketing strategy of the home appliances accessories need to consider more the strategies of the customers' various individualized demands.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F416.6;F274
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本文編號：2038767