本文選題：家電企業(yè)　切入點(diǎn)：農(nóng)村市場　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：家電行業(yè)的發(fā)展日益完善成熟,全行業(yè)已由產(chǎn)業(yè)結(jié)構(gòu)調(diào)整后的高速發(fā)展期過渡至平穩(wěn)發(fā)展期。加之近年來金融危機(jī)沖擊等消極因素,抑制全球?qū)译姰a(chǎn)品的需求導(dǎo)致成熟市場銷量減少等原因,越來越多的家電企業(yè)把目光投向農(nóng)村這個(gè)廣闊的天地,以三星、索尼等為代表全球消費(fèi)電子巨頭們紛紛將目光投向中國市場,相繼發(fā)布深化、強(qiáng)化中國市場的戰(zhàn)略,展開了面向中國農(nóng)村市場的產(chǎn)品研發(fā)和市場擴(kuò)張計(jì)劃,期望在中國市場獲得新的發(fā)展機(jī)會(huì)。 我國的市場特點(diǎn)決定了三四級(jí)市場的銷售基數(shù)很大。政府出臺(tái)節(jié)能惠民等政策,讓農(nóng)民實(shí)實(shí)在在地得到了實(shí)惠。持續(xù)的政策走向也拉動(dòng)了三四級(jí)市場的消費(fèi)需求。更為重要的是三四級(jí)消費(fèi)行為和消費(fèi)觀念的變化,城市市場的消費(fèi)觀念和消費(fèi)習(xí)慣正在向下級(jí)市場傳遞。中國家電行業(yè)的價(jià)格戰(zhàn)已持續(xù)多年,帶來企業(yè)間惡性競爭、產(chǎn)業(yè)升級(jí)緩慢、自主知識(shí)產(chǎn)權(quán)少和技術(shù)水平低等行業(yè)問題。隨著金融危機(jī)蔓延擴(kuò)散,家電產(chǎn)品利潤微薄出口受阻,銷售不暢。大部分家電企業(yè)的營業(yè)額和利潤都出現(xiàn)不同程度地下滑,中國有9億人口的三四級(jí)農(nóng)村市場的龐大需求成為國內(nèi)外品牌激烈競爭的市場。 海爾對(duì)農(nóng)村市場的開發(fā)從上世紀(jì)90年代開始,如今,形成了縣鎮(zhèn)村的三級(jí)銷售網(wǎng)絡(luò)體系,在農(nóng)村市場實(shí)施的卓有成效的營銷戰(zhàn)略,在農(nóng)村家電市場占有率較高。但隨著大批家電企業(yè)搶灘農(nóng)村市場,海爾在農(nóng)村市場也面臨著激烈的競爭,出現(xiàn)了許多問題,本文分析海爾電器在農(nóng)村市場面臨的機(jī)遇與挑戰(zhàn),得出其適應(yīng)新形勢(shì)的農(nóng)村市場營銷創(chuàng)新策略,找到如何提升農(nóng)村市場份額的路徑。希望論文的研究對(duì)中國家電企業(yè)的農(nóng)村市場營銷創(chuàng)新提供新的思路和指導(dǎo),并結(jié)合海爾實(shí)際給出中國家電企業(yè)農(nóng)村市場營銷創(chuàng)新的具體措施及路徑。
[Abstract]:The development of the household appliances industry is becoming more and more mature, and the whole industry has transitioned from a period of rapid development after the adjustment of the industrial structure to a period of steady development. In addition, the negative factors such as the impact of the financial crisis in recent years, The suppression of global demand for household appliances has led to a decline in sales in mature markets and other reasons. More and more household appliance enterprises are turning their eyes to the vast rural world of Samsung. In order to represent the global consumer electronics giants, they have set their sights on the Chinese market, successively issued a strategy to deepen the Chinese market, strengthened the Chinese market, and launched a product development and market expansion plan for the Chinese rural market. Looking forward to new development opportunities in the Chinese market. The market characteristics of our country determine that the sales base of the third and fourth levels of the market is very large. The government has issued policies such as energy saving and benefiting the people. The sustained policy trend has also driven the consumption demand of the third and fourth levels of the market. What is more important is the change in consumption behavior and consumption concepts at the third and fourth levels. The consumption concept and habits of the urban market are being transmitted to the lower market. The price war in China's home appliance industry has been going on for many years, resulting in vicious competition among enterprises and slow industrial upgrading. With the spread of the financial crisis, the export of household appliances has been hampered by meagre profits and sales have been blocked. The turnover and profits of most home appliance enterprises have declined to varying degrees. The huge demand of China's third and fourth level rural market with a population of 900 million people has become a competitive market for domestic and foreign brands. Haier began to develop the rural market in -10s. Now, it has formed a three-level sales network system of county, town and village, and has implemented an effective marketing strategy in the rural market. The market share of household electrical appliances in rural areas is relatively high. However, with a large number of household appliance enterprises rushing to the rural market, Haier is also facing fierce competition in the rural market, and many problems have arisen. This paper analyzes the opportunities and challenges faced by Haier electrical appliances in the rural market. To find out its innovative strategy of rural marketing, find out how to improve the rural market share. I hope that the research of this paper will provide new ideas and guidance for the rural marketing innovation of Chinese household appliance enterprises. Combined with Haier's practice, the paper gives the concrete measures and paths of marketing innovation of Chinese household appliance enterprises in rural areas.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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本文編號(hào)：1628033