本文選題：大連三洋公司 + 超級(jí)陳列柜產(chǎn)品　； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：超級(jí)陳列柜產(chǎn)品同質(zhì)化嚴(yán)重,行業(yè)競(jìng)爭(zhēng)激烈、價(jià)格透明、利潤(rùn)極低,品牌難以提升,廠家的銷售模式與業(yè)績(jī)難以突破,與此同時(shí),以外資零售巨頭和大型連鎖超市、連鎖便利店為主的用戶對(duì)超級(jí)陳列柜產(chǎn)品的制冷穩(wěn)定性、外觀設(shè)計(jì)、產(chǎn)品節(jié)能性、供貨周期等提出了越來越高的要求,個(gè)性化需求越來越多。在此背景下,如何順應(yīng)市場(chǎng)需求、發(fā)揮自身優(yōu)勢(shì),系統(tǒng)地運(yùn)用市場(chǎng)營(yíng)銷理論制訂科學(xué)的營(yíng)銷策略并落實(shí)執(zhí)行,從而讓本品牌產(chǎn)品更好地得到客戶的認(rèn)可和青睞,已經(jīng)成為擺在有遠(yuǎn)見的超級(jí)陳列柜生產(chǎn)廠家面前不可回避的一個(gè)重要問題。本文以大連三洋公司超級(jí)陳列柜產(chǎn)品為研究對(duì)象,對(duì)其營(yíng)銷策略進(jìn)行了深入研究。首先,通過PEST分析、競(jìng)爭(zhēng)環(huán)境分析,明確了企業(yè)的機(jī)會(huì)和威脅;通過對(duì)大連三洋公司超級(jí)陳列柜產(chǎn)品營(yíng)銷現(xiàn)狀與內(nèi)部資源能力進(jìn)行分析,明確了企業(yè)的優(yōu)勢(shì)和劣勢(shì);通過SWOT整體分析確定了決策方向。其次,根據(jù)分析結(jié)果,將目標(biāo)市場(chǎng)確定為以連鎖百強(qiáng)大客戶為中心的中高端市場(chǎng),并以此為基礎(chǔ),對(duì)大連三洋公司超級(jí)陳列柜產(chǎn)品進(jìn)行了產(chǎn)品策略、促銷策略、定價(jià)策略、渠道策略的設(shè)計(jì)。最后,提出了大連三洋公司超級(jí)陳列柜產(chǎn)品營(yíng)銷策略實(shí)施的保障措施。開展超級(jí)陳列柜產(chǎn)品營(yíng)銷策略分析和研究,不僅能夠促進(jìn)我國(guó)超級(jí)陳列柜行業(yè)營(yíng)銷理論水平的進(jìn)一步提高,為該行業(yè)深入發(fā)展提供理論貢獻(xiàn),還能夠?yàn)樾纬珊屯晟七m合我國(guó)國(guó)情的專門工業(yè)品營(yíng)銷理論提供借鑒。
[Abstract]:The products of super display cabinets are homogenized, competition in the industry is fierce, prices are transparent, profits are extremely low, brands are difficult to upgrade, manufacturers' sales patterns and achievements are difficult to break through. At the same time, foreign retail giants and large supermarket chains, Chain convenience store users put forward higher and higher requirements for the refrigeration stability, appearance design, energy saving and supply cycle of super display cabinets. In this context, how to adapt to the market demand, play its own advantages, systematically use the marketing theory to formulate scientific marketing strategies and implement the implementation, so that the brand products will be better recognized and favored by customers. Has become a visionary super-display cabinet manufacturers in front of an unavoidable important issue. This article takes Dalian Sanyo company super display cabinet product as the research object, has carried on the thorough research to its marketing strategy. First of all, through the analysis of PEST and competitive environment, the opportunities and threats of enterprises are defined, and the advantages and disadvantages of enterprises are clarified by analyzing the marketing status and internal resource capability of super display cabinets of Dalian Sanyo Company. The decision direction is determined by SWOT analysis. Secondly, according to the results of the analysis, the target market is determined to be the middle and high-end market with chain top 100 customers as the center, and on this basis, the product strategy, promotion strategy and pricing strategy of the super display cabinet products of Dalian Sanyo Company are carried out. Design of channel strategy. Finally, the paper puts forward the safeguard measures for the implementation of the marketing strategy of super display cabinets in Dalian Sanyo Company. The analysis and research on the marketing strategy of super display cabinets can not only promote the further improvement of the marketing theory level of the super display cabinet industry in China, but also provide theoretical contributions to the further development of the industry. It can also provide reference for the formation and improvement of the marketing theory of specialized industrial products suitable for our national conditions.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

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