WHA公司家庭影院營銷策略研究
發(fā)布時間：2018-10-21 14:01
【摘要】：家庭影院進入國人生活的歷史已經(jīng)超過20年。起初的蓬勃發(fā)展過后,國內(nèi)的家庭影院市場很快進入低迷期,直到最近幾年才開始回暖向好。這二十年來,隨著技術的發(fā)展,國內(nèi)的家庭影院市場涌入了大批的企業(yè),然而好景不長,未成熟的家庭影院行業(yè)使得中小企業(yè)舉步維艱,紛紛倒在技術門檻。盡管國內(nèi)家庭影院市場近年來重現(xiàn)復蘇勢頭,但從現(xiàn)有技術水平及銷售、服務狀況來看,我國的家庭影院行業(yè)想要取得如發(fā)達國家的穩(wěn)健發(fā)展態(tài)勢,依舊有很長的路要走。隨著國內(nèi)經(jīng)濟的不斷發(fā)展及消費者物質(zhì)文化水平的不斷提高,在互聯(lián)網(wǎng)加的時代,國內(nèi)家庭影院市場迎來了發(fā)展的新機遇。本文主要以山東省家庭影院銷售領域內(nèi)的龍頭企業(yè)WHA公司的銷售現(xiàn)狀、既有優(yōu)勢與現(xiàn)實不足等為分析的切入點,運用問卷調(diào)查、SWOT分析等方法,通過分析該公司的既有發(fā)展戰(zhàn)略所存在機遇、威脅、優(yōu)勢及劣勢,找到與該公司內(nèi)部發(fā)展現(xiàn)狀及我國家庭影院市場整體狀況相適應的應對策略。以點代面,把握國內(nèi)家庭影院的行業(yè)發(fā)展狀況,并就此為家庭影院行業(yè)的營銷決策提供相應的理論參照依據(jù)。全文的內(nèi)容主要包括以下幾個部分的內(nèi)容。第一部分首先是緒論,這部分闡述了本課題的研究背景和意義、研究內(nèi)容以及研究方法等方面的內(nèi)容,同時,完成了國內(nèi)外有關家庭影院營銷策略研究的文獻綜述,并給出全文研究的技術路線圖;第二部分,對基礎理論研究進行了回顧,主要內(nèi)容包括差異化營銷理論、STP理論以及營銷策略的分析方法;第三部分,分析了WHA公司家庭影院的營銷現(xiàn)狀,進行了WHA公司簡介,重點分析了WHA公司家庭影院營銷發(fā)展歷程及現(xiàn)狀分析;第四部分,研究了WHA公司家庭影院營銷環(huán)境,主要內(nèi)容包括宏觀環(huán)境分析,行業(yè)競爭環(huán)境分析,SWOT分析及營銷策略取向;第五部分,研究了WHA公司家庭影院營銷策略,主要研究了、分析了WHA公司家庭影院營銷組合策略,WHA公司家庭影院營銷策略的調(diào)整與實施;最后,對全文進行了總結和展望。
[Abstract]:Home theater has been in Chinese life for more than 20 years. After the initial boom, the domestic home theater market quickly entered a downturn, only in recent years began to pick up the trend. In the past two decades, with the development of technology, the domestic home theater market has poured into a large number of enterprises, but not long, the immature home theater industry makes it difficult for small and medium-sized enterprises to fall on the technical threshold. Although the domestic home theater market has been recovering again in recent years, there is still a long way to go for the home theater industry in our country to get the steady development trend as developed countries from the point of view of the existing technology level, sales and service situation. With the development of domestic economy and the improvement of consumers' material and cultural level, the domestic home theater market has ushered in a new opportunity of development in the era of Internet. This paper mainly takes the sales status quo, existing advantages and disadvantages of WHA Company, a leading enterprise in the field of home theater sales in Shandong Province, as the starting point of the analysis, and applies the methods of questionnaire investigation and SWOT analysis, etc. By analyzing the opportunities, threats, advantages and disadvantages of the company's existing development strategy, the author finds out the corresponding strategies suitable to the present situation of the company's internal development and the overall situation of the home theater market in China. In this paper, the author tries to grasp the development of home theater industry in China, and provide the corresponding theoretical reference for the marketing decision of home theater industry. The content of the full text mainly includes the following several parts of the content. The first part is the introduction, which describes the research background and significance, research content and research methods of this topic. At the same time, it completes the literature review of home theater marketing strategy research at home and abroad. The second part reviews the basic theory research, including differential marketing theory, STP theory and the analysis method of marketing strategy. This paper analyzes the current situation of home theater marketing in WHA Company, introduces the WHA Company, and focuses on the analysis of the development history and current situation of home theater marketing in WHA Company. The fourth part studies the marketing environment of home theater in WHA Company. The main contents include macro environment analysis, industry competition environment analysis, SWOT analysis and marketing strategy orientation. The fifth part studies the home theater marketing strategy of WHA Company. This paper analyzes the WHA company home theater marketing mix strategy, the WHA company home theater marketing strategy adjustment and implementation; finally, the paper summarizes and prospects the full text.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.6
本文編號：2285296
[Abstract]:Home theater has been in Chinese life for more than 20 years. After the initial boom, the domestic home theater market quickly entered a downturn, only in recent years began to pick up the trend. In the past two decades, with the development of technology, the domestic home theater market has poured into a large number of enterprises, but not long, the immature home theater industry makes it difficult for small and medium-sized enterprises to fall on the technical threshold. Although the domestic home theater market has been recovering again in recent years, there is still a long way to go for the home theater industry in our country to get the steady development trend as developed countries from the point of view of the existing technology level, sales and service situation. With the development of domestic economy and the improvement of consumers' material and cultural level, the domestic home theater market has ushered in a new opportunity of development in the era of Internet. This paper mainly takes the sales status quo, existing advantages and disadvantages of WHA Company, a leading enterprise in the field of home theater sales in Shandong Province, as the starting point of the analysis, and applies the methods of questionnaire investigation and SWOT analysis, etc. By analyzing the opportunities, threats, advantages and disadvantages of the company's existing development strategy, the author finds out the corresponding strategies suitable to the present situation of the company's internal development and the overall situation of the home theater market in China. In this paper, the author tries to grasp the development of home theater industry in China, and provide the corresponding theoretical reference for the marketing decision of home theater industry. The content of the full text mainly includes the following several parts of the content. The first part is the introduction, which describes the research background and significance, research content and research methods of this topic. At the same time, it completes the literature review of home theater marketing strategy research at home and abroad. The second part reviews the basic theory research, including differential marketing theory, STP theory and the analysis method of marketing strategy. This paper analyzes the current situation of home theater marketing in WHA Company, introduces the WHA Company, and focuses on the analysis of the development history and current situation of home theater marketing in WHA Company. The fourth part studies the marketing environment of home theater in WHA Company. The main contents include macro environment analysis, industry competition environment analysis, SWOT analysis and marketing strategy orientation. The fifth part studies the home theater marketing strategy of WHA Company. This paper analyzes the WHA company home theater marketing mix strategy, the WHA company home theater marketing strategy adjustment and implementation; finally, the paper summarizes and prospects the full text.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.6
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，本文編號：2285296
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