【摘要】：遠(yuǎn)大空品科技有限公司屬于遠(yuǎn)大科技集團(tuán)。遠(yuǎn)大空品致力于空氣污染治理及室內(nèi)空氣凈化,但在該行業(yè)中屬于新軍,絕大部分消費(fèi)者心中保留的是遠(yuǎn)大中央空調(diào)的印象。從面對(duì)組織市場(chǎng)到面對(duì)消費(fèi)者市場(chǎng)的轉(zhuǎn)型過(guò)程中,遠(yuǎn)大空品公司在空氣凈化機(jī)產(chǎn)品的市場(chǎng)定位、渠道建設(shè)及溝通策略方面存在一系列問(wèn)題,因此,要想穩(wěn)定提高遠(yuǎn)大空氣凈化機(jī)的銷(xiāo)售業(yè)績(jī),必須盡快對(duì)現(xiàn)有的營(yíng)銷(xiāo)策略進(jìn)行優(yōu)化設(shè)計(jì)。 本文通過(guò)對(duì)遠(yuǎn)大空氣凈化機(jī)業(yè)務(wù)現(xiàn)狀進(jìn)行分析,發(fā)現(xiàn)遠(yuǎn)大空品公司現(xiàn)有營(yíng)銷(xiāo)策略存在很多問(wèn)題,比如產(chǎn)品賣(mài)點(diǎn)不夠突出、產(chǎn)品價(jià)格策略忽略國(guó)情、營(yíng)銷(xiāo)渠道單一、促銷(xiāo)策略目的不明、方式單一等。如此多的問(wèn)題很大程度上阻礙了遠(yuǎn)大空氣凈化機(jī)的市場(chǎng)拓展,遠(yuǎn)大空品營(yíng)銷(xiāo)策略急需進(jìn)一步優(yōu)化。本文通過(guò)對(duì)遠(yuǎn)大空品的市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析、SWOT分析,找到了遠(yuǎn)大空品營(yíng)銷(xiāo)策略存在問(wèn)題的原因所在,進(jìn)而制定了STP戰(zhàn)略、多渠道優(yōu)化策略以及整合營(yíng)銷(xiāo)傳播優(yōu)化策略。通過(guò)改變營(yíng)銷(xiāo)觀念,樹(shù)立以顧客滿(mǎn)意度為中心的營(yíng)銷(xiāo)導(dǎo)向,積極開(kāi)展雙贏的經(jīng)銷(xiāo)合作,同時(shí)重視內(nèi)部營(yíng)銷(xiāo),提高營(yíng)銷(xiāo)人員的工作積極性,以及通過(guò)有效的組織建設(shè)、更合理的資源配置來(lái)對(duì)營(yíng)銷(xiāo)策略的優(yōu)化提供保障,從而形成一套有機(jī)結(jié)合的組合拳進(jìn)行市場(chǎng)開(kāi)拓、營(yíng)銷(xiāo)推廣。 本文對(duì)遠(yuǎn)大空氣凈化機(jī)的營(yíng)銷(xiāo)策略?xún)?yōu)化設(shè)計(jì)進(jìn)行了詳細(xì)分析,為遠(yuǎn)大空氣凈化機(jī)產(chǎn)品的營(yíng)銷(xiāo)推廣提供了理論依據(jù),同時(shí)也對(duì)未來(lái)遠(yuǎn)大空品公司的營(yíng)銷(xiāo)方向作出了展望。
[Abstract]:Yuanda Air Products Technology Co., Ltd. belongs to Yuanda Technology Group. Yuanda Air Products is committed to air pollution control and indoor air purification, but it is a new force in this industry. Most consumers retain the impression of grand central air conditioning. In the process of transformation from organizing the market to facing the consumer market, Yuanda Air Products Co., Ltd. There are a series of problems in the market positioning, channel construction and communication strategy of air purifier products. Therefore, in order to improve the sales performance of large-scale air purifiers steadily, it is necessary to optimize the existing marketing strategy as soon as possible.
Through the analysis of the present situation of the business of Dada Air Purifier, this paper finds that there are many problems in the existing marketing strategy of Dada Air Purifier, such as the lack of prominent selling points of products, the neglect of the national conditions, the single marketing channel, the unclear purpose of the promotion strategy, the single mode and so on. Through the analysis of marketing environment and SWOT, this paper finds out the reason why there are problems in marketing strategy of large empty goods, and then formulates STP strategy, multi-channel optimization strategy and integrated marketing communication optimization strategy. Concepts, customer satisfaction as the center of marketing orientation, actively carry out win-win marketing cooperation, while attaching importance to internal marketing, improve the enthusiasm of marketing staff, and through effective organizational construction, more reasonable allocation of resources to optimize the marketing strategy to provide protection, thus forming an organic combination of boxing. Market development, marketing and promotion.
This paper makes a detailed analysis of the optimization design of marketing strategy for the Dada Air Purifier. It provides a theoretical basis for the marketing promotion of the products of the Dada Air Purifier. At the same time, it also makes a prospect for the future marketing direction of the Dada Air Purifier Company.
【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(lèi)號(hào)】：F426.6;F274

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