本文關鍵詞： 家電行業(yè) 格力電器 營銷戰(zhàn)略　出處：《華中科技大學》2013年碩士論文　論文類型：學位論文

【摘要】：格力電器至今已經連續(xù)18年成為全國產銷量最大的空調企業(yè)，連續(xù)8年成為全球最大的空調制造商。其營銷戰(zhàn)略不但決定著格力電器的發(fā)展走向，而且深刻影響著中國家電行業(yè)乃至世界空調行業(yè)的未來，本文對格力電器營銷戰(zhàn)略的研究有助于實現其愿景和發(fā)展目標，對于中國家電行業(yè)從“中國制造”向“中國創(chuàng)造”轉變有一定的啟示意義。 本文通過外部環(huán)境和內部環(huán)境兩方面分析格力電器的營銷戰(zhàn)略環(huán)境。首先，通過PESTEL模型分析了格力電器的外部總體環(huán)境，通過波特五種力量模型分析了格力電器的行業(yè)環(huán)境，通過對主要競爭對手的研究分析了格力電器的競爭環(huán)境。其次，通過對格力電器價值鏈的研究分析了格力電器的內部環(huán)境。根據SWOT模型將格力電器內部擁有的優(yōu)勢和劣勢與外部面臨的機會和威脅分別組合形成了SO戰(zhàn)略、WO戰(zhàn)略、ST戰(zhàn)略和WT戰(zhàn)略，依據格力電器的愿景、經營目標和業(yè)績的發(fā)展分析了四種營銷戰(zhàn)略的可行性，最后建議格力電器的營銷戰(zhàn)略確定為SO戰(zhàn)略即增長型戰(zhàn)略。根據格力電器的營銷戰(zhàn)略，本文建議格力電器的市場營銷應以4Ps為營銷組合策略，面向高中低端市場全面布局，堅持差異化，繼續(xù)深入后向一體化，加強產品管理、渠道管理、價格管理、促銷管理、服務管理、傳播管理，充分發(fā)揮格力電器的創(chuàng)新力和控制力，以實現格力電器自2013年每年營業(yè)收入增長200億、至2017年達到2000億的目標。
[Abstract]:Gree electric appliance has become the largest air conditioning enterprise in China for 18 years and the largest air conditioning manufacturer in the world for 8 years. Its marketing strategy not only determines the development trend of Gree electric appliance. And it has a profound impact on the future of China's appliance industry and even the air conditioning industry in the world. The research on Gree's electric appliance marketing strategy will help to achieve its vision and development goals. It has some enlightening significance for the transformation of Chinese household appliance industry from "made in China" to "made in China". This paper analyzes the marketing strategy environment of Gree Electric Appliances from two aspects of external environment and internal environment. Firstly, this paper analyzes the overall external environment of Gree Electric Appliances through PESTEL model. This paper analyzes the industry environment of Gree electrical apparatus through Porter's five power models, and analyzes the competitive environment of Gree electric appliance through the research of main competitors. The internal environment of Gree appliance is analyzed by studying the value chain of Gree apparatus. Based on the SWOT model, the advantages and disadvantages of Gree appliance are combined with the opportunities and threats to form the so war. Slightly. WO strategy, St strategy and WT strategy, according to the vision of Gree Electric, the development of business objectives and performance analysis of the feasibility of four marketing strategies. Finally, it is suggested that Gree Electric's marketing strategy should be so strategy, that is, growth strategy. According to Gree Electric's marketing strategy, this paper suggests that Gree Electric's marketing should take 4Ps as the marketing combination strategy. Facing the overall layout of high, middle and low market, we insist on differentiation, continue to deepen backward integration, strengthen product management, channel management, price management, promotion management, service management, communication management. Give full play to the innovation and control of Gree Electric, in order to achieve Gree Electric revenue growth of 20 billion per year from 2013 to 2017 to achieve the goal of 200 billion.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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