【摘要】：長(zhǎng)期以來(lái)，我國(guó)白色家電市場(chǎng)的發(fā)展呈現(xiàn)極度不平衡狀態(tài)，其中城市始終是拉動(dòng)我國(guó)白色家電產(chǎn)業(yè)高速發(fā)展的主要?jiǎng)恿�，，而農(nóng)村市場(chǎng)一直處于從屬地位。根據(jù)2007年的統(tǒng)計(jì)數(shù)據(jù)顯示，我國(guó)農(nóng)村地區(qū)的電冰箱的百戶擁有量為26.12臺(tái)，洗衣機(jī)為45.94臺(tái)，僅相當(dāng)于我國(guó)城市80年代中后期的水平。但是隨著改革開(kāi)放進(jìn)程的不斷加深，農(nóng)村人均收入在逐步提高，基礎(chǔ)設(shè)施也在不斷完善，白色家電進(jìn)入農(nóng)村市場(chǎng)的腳步正在加快。與此同時(shí)，由于受到市場(chǎng)飽和度過(guò)高以及金融危機(jī)等因素影響，一二線城市競(jìng)爭(zhēng)愈發(fā)激烈，家電生產(chǎn)企業(yè)的營(yíng)銷(xiāo)成本越來(lái)越高，發(fā)展環(huán)境日益惡劣，與農(nóng)村市場(chǎng)形成了鮮明的對(duì)比。 飛龍家電集團(tuán)有限公司（以下簡(jiǎn)稱飛龍家電）作為新興的白色家電生產(chǎn)企業(yè)，其將如何應(yīng)對(duì)市場(chǎng)的機(jī)遇和挑戰(zhàn)，制定有效的營(yíng)銷(xiāo)策略，是關(guān)系到企業(yè)生存和發(fā)展的重要課題。有鑒于此，本文首先，大量相關(guān)營(yíng)銷(xiāo)策略文獻(xiàn)研究的基礎(chǔ)上，運(yùn)用PEST、五種競(jìng)爭(zhēng)力和價(jià)值鏈等分析方法對(duì)我國(guó)白色家電行業(yè)發(fā)展的內(nèi)外部環(huán)境進(jìn)行全面系統(tǒng)的分析，總結(jié)歸納出現(xiàn)階段我國(guó)白色家電發(fā)展所面臨的威脅和機(jī)遇。其次，根據(jù)飛龍家電自身所具有的優(yōu)勢(shì)和劣勢(shì)，借助于SWOT矩陣對(duì)飛龍家電的發(fā)展進(jìn)行策略定位。以STP為工具，通過(guò)市場(chǎng)細(xì)分、市場(chǎng)選擇和市場(chǎng)定位，初步確定飛龍家電的營(yíng)銷(xiāo)策略。第三真正重視消費(fèi)者行為反應(yīng)，與消費(fèi)者建立良好的雙向溝通，以滿足消費(fèi)者需要的價(jià)值為取向，確定企業(yè)高水平的營(yíng)銷(xiāo)策略。同時(shí)協(xié)調(diào)不同的傳播手段，選擇不同的傳播工具，樹(shù)立品牌競(jìng)爭(zhēng)優(yōu)勢(shì)，提高消費(fèi)者對(duì)品牌的忠誠(chéng)度，達(dá)到提高市場(chǎng)占有率和市場(chǎng)份額的目的。從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)四個(gè)方面，進(jìn)一步制定飛龍家電的市場(chǎng)營(yíng)銷(xiāo)策略。最后通過(guò)對(duì)山東多方達(dá)商貿(mào)項(xiàng)目的分析論證，探討了飛龍家電營(yíng)銷(xiāo)策略的實(shí)施與保障。
[Abstract]:For a long time, the development of white goods market in China has been extremely unbalanced, among which the city is always the main driving force for the rapid development of white appliances industry in China, while the rural market has always been in a subordinate position. According to the statistics in 2007, the number of refrigerators in rural areas is 26.12, and the washing machine is 45.94, which is the same level as in the middle and late 1980s. However, with the deepening of the reform and opening up process, the rural per capita income is gradually increasing, infrastructure is also constantly improving, the pace of white goods entering the rural market is speeding up. At the same time, due to the influence of the over-saturation of the market and the financial crisis, the competition in the first and second tier cities is becoming more and more intense, the marketing costs of the household appliance production enterprises are becoming higher and higher, and the development environment is becoming increasingly bad. And the rural market formed the sharp contrast. As a new white appliance manufacturer, Feilong Appliance Group Co., Ltd (hereinafter referred to as Feilong Appliance) will deal with the opportunities and challenges of the market and formulate effective marketing strategies, which is an important issue related to the survival and development of enterprises. In view of this, first of all, based on a large number of related marketing strategy literature research, this paper makes a comprehensive and systematic analysis of the internal and external environment of the development of white goods industry in China by using the methods of pest, five kinds of competitiveness and value chain. Summarize the threat and opportunity of white goods development in China. Secondly, according to the advantages and disadvantages of the flying dragon household appliances, the development of the flying dragon household appliances is strategically located with the help of the SWOT matrix. With STP as the tool, through market segmentation, market selection and market positioning, the marketing strategy of Feilong household appliances is preliminarily determined. Thirdly, we should pay more attention to consumer behavior response, establish good two-way communication with consumers, and determine the high level marketing strategy of enterprises in order to meet the needs of consumers. At the same time, we can coordinate different means of communication, choose different means of communication, set up brand competitive advantage, improve consumer loyalty to brand, and achieve the purpose of increasing market share and market share. From the product, the price, the channel, the promotion four aspects, further formulates the flying dragon appliance marketing strategy. Finally, through the analysis and argumentation of Shandong Doda Business Project, this paper discusses the implementation and guarantee of Feilong Household Appliance Marketing Strategy.
【學(xué)位授予單位】：長(zhǎng)沙理工大學(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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