本文選題：電器產(chǎn)品 + 市場環(huán)境��； 參考：《華東理工大學(xué)》2013年碩士論文

【摘要】：近年來,隨著電器行業(yè)市場需求的增加,以及國家從政策上扶持電氣行業(yè)的發(fā)展,國內(nèi)逐漸出現(xiàn)了一批中大型電器企業(yè),例如正泰電器、德力西電器以及人民電器等,幾家大型的電器企業(yè)占據(jù)了較高的市場份額。然而,與外資電器企業(yè)相比,國內(nèi)電器企業(yè)在市場營銷推廣方面做的還不夠深入,目前還只是出于起步發(fā)展期。目前國內(nèi)對于電器行業(yè)市場推廣的研究主要集中在對于電器企業(yè)產(chǎn)品策略的分析,對于電器企業(yè)如何有效地開展市場推廣從而建立起市場競爭優(yōu)勢則缺乏深入的研究。 本文的主要目的是為G集團(tuán)制定市場營銷策略,從而提高G集團(tuán)的市場營銷能力,為集團(tuán)的可持續(xù)發(fā)展創(chuàng)造有利的條件,提高G集團(tuán)的市場競爭力,在提出相應(yīng)的市場營銷策略之后,本文還提出了相應(yīng)的具體實施措施,從而將指定的市場營銷策略落實到實處,切實提高G集團(tuán)的市場占有率。 本文回顧了國內(nèi)低壓電器行業(yè)的發(fā)展現(xiàn)狀,采用PEST分析法分析了G集團(tuán)所面臨的外部宏觀環(huán)境、行業(yè)環(huán)境以及企業(yè)自身的微觀環(huán)境,進(jìn)而在此基礎(chǔ)之上采用SWOT分析法分析了G集團(tuán)自身所具有的優(yōu)勢以及劣勢,市場當(dāng)中存在的機會以及威脅。根據(jù)分析結(jié)果,從外部宏觀環(huán)境來看,中國連續(xù)多年持續(xù)快速的經(jīng)濟(jì)增長為G集團(tuán)提供了良好的發(fā)展機遇,從行業(yè)的角度來看,目前低壓電器行業(yè)競爭激烈,尤其是隨著外資廠商的進(jìn)入國內(nèi)市場,市場競爭變得越來越激烈,并且具體分析了兩個典型競爭對手的情況,從G集團(tuán)自身的情況來看,G集團(tuán)多年來取得了快速的發(fā)展,市場占有率穩(wěn)步提升。在此基礎(chǔ)上,本文提出了G集團(tuán)的市場營銷策略,具體來說,包括差異化產(chǎn)品策略、價格策略、渠道策略、促銷策略、品牌策略以及說后服務(wù)策略,并且為了貫徹實施相應(yīng)的市場營銷策略,本文還專門提出了相應(yīng)的保障措施,包括組織保障以及人才保障等。
[Abstract]:In recent years, with the increase of market demand in the electrical industry and the policy support for the development of the electrical industry, a number of large and medium-sized electrical enterprises have gradually appeared in China, such as Zhengtai Electric, Deloxi Electric and people's Electrical Appliances, etc. Several large electrical enterprises occupied a higher market share. However, compared with foreign-funded electrical enterprises, domestic electrical enterprises in marketing promotion is not deep enough, but also out of the initial development period. At present, the domestic research on the market promotion of electric appliance industry is mainly focused on the analysis of the product strategy of the electric appliance enterprise, and there is a lack of in-depth research on how to carry out the market promotion effectively to establish the market competitive advantage. The main purpose of this paper is to make marketing strategy for G Group, so as to improve G Group's marketing ability, to create favorable conditions for Group G's sustainable development, and to improve G Group's market competitiveness. After putting forward the corresponding marketing strategy, this article also puts forward the corresponding concrete implementation measure, thus carries out the designated marketing strategy to the actual place, enhances the G group's market share conscientiously. This paper reviews the development situation of domestic low-voltage electrical apparatus industry, and analyzes the external macro environment, industry environment and micro-environment of enterprise by PEST analysis. On the basis of this, the paper analyzes the strengths and weaknesses of G Group, the opportunities and threats in the market by using SWOT analysis method. According to the results of the analysis, judging from the external macro environment, China's sustained and rapid economic growth for many years has provided G Group with a good opportunity for development. From the point of view of the industry, the competition in the low-voltage electrical apparatus industry is now fierce. Especially, with the entry of foreign companies into the domestic market, the market competition becomes more and more intense, and the situation of the two typical competitors is analyzed in detail. Judging from the situation of Group G itself, Group G has made rapid development over the years. Market share steadily increased. On this basis, this paper puts forward the marketing strategy of G Group, specifically, including differentiated product strategy, price strategy, channel strategy, promotion strategy, brand strategy and after-service strategy. And in order to implement the corresponding marketing strategy, this paper also puts forward the corresponding safeguard measures, including organizational security and talent security.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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