【摘要】：近年來,隨著行業(yè)競爭激烈程度的加劇,相關企業(yè)實力增長,使得企業(yè)自身發(fā)展模式的選擇變得愈來愈重要。企業(yè)為獲得有利的競爭地位,如何有效的判斷企業(yè)自身的優(yōu)劣勢,從而選配高效的資源服務于企業(yè)自己的目標市場,滿足顧客真實需求,提高顧客滿意度,發(fā)展維系與目標市場的交換關系,是企業(yè)的發(fā)展的核心問題。本論文研究以歷經(jīng)十余年快速發(fā)展成為其行業(yè)領先者——霍尼韋爾家居企業(yè)為研究對象,分析其所處智能家居產(chǎn)業(yè)當前發(fā)展趨勢,市場需求,經(jīng)營模式,競爭態(tài)勢,并討論霍尼韋爾企業(yè)在家居市場中經(jīng)營狀況,蘇南市場營銷策略實施過程中存在的問題,重點闡述其市場營銷環(huán)境條件,研究企業(yè)的目標市場、市場定位,據(jù)此提出了霍尼韋爾企業(yè)可控的,構建企業(yè)營銷組合策略的四個方面要素：產(chǎn)品策略：價格策略：渠道策略；促銷策略。旨在保持霍尼韋爾家居企業(yè)行業(yè)領先地位,提升其家居系統(tǒng)的銷售額,并發(fā)揮其品牌優(yōu)勢,合理配置市場資源,進一步提高市場占有率,促進企業(yè)持續(xù)長久的發(fā)展。本研究內(nèi)容主要由6部分構成：第一部分是緒論,在對本文研究背景與意義進行闡述自豪,對研究重點與具體分析方法予以說明；第二部分是理論概述,對和市場營銷存在密切聯(lián)系的理論予以闡釋,對其3個發(fā)展時期進行了逐一說明,爾后著重分析了PEST宏觀環(huán)境分析法與4P營銷組合策略等重點理論：第三部分是現(xiàn)狀研究,將霍尼韋爾企業(yè)視為研究對象,對其當前發(fā)展狀況展開了研究,且對改進營銷策略的重要性進行了明確；第三部分是本文的核心部分,針對霍尼韋爾企業(yè)所采用的營銷策略展開具體闡述與專業(yè)評估。第六部分是結合之前的評估結果,對其營銷策略予以改進與完善。最后一部分是總結,對全文內(nèi)容進行歸納的基礎上,對其未來發(fā)展進行憧憬。
[Abstract]:In recent years, with the intensification of the fierce competition in the industry, the strength of the relevant enterprises has grown, making the choice of their own development model more and more important. In order to obtain a favorable competitive position, how to effectively judge the advantages and disadvantages of the enterprise itself, so as to select and allocate efficient resources to serve the enterprise's own target market, meet the real needs of customers, improve customer satisfaction, develop and maintain the exchange relationship with the target market, is the core issue of the development of the enterprise. This paper takes Honeywell Home Enterprise, which has developed rapidly into its industry leader in more than ten years, as the research object, analyzes the current development trend, market demand, management mode and competitive situation of its smart home industry, and discusses the management situation of Honeywell Enterprises in the home market and the problems existing in the implementation of marketing strategy in southern Jiangsu Province, with emphasis on the marketing environment conditions of Honeywell Enterprises. This paper studies the target market and market positioning of enterprises, and puts forward four elements of Honeywell enterprise's controllable marketing mix strategy: product strategy: price strategy: channel strategy; Promotion strategy. The purpose of this paper is to maintain the leading position of Honeywell household enterprises, to improve the sales of their home systems, to give full play to their brand advantages, to allocate market resources reasonably, to further increase their market share and to promote the sustained and long-term development of enterprises. The content of this study is mainly composed of six parts: the first part is the introduction, which is proud of the background and significance of this study, and explains the research focus and specific analysis methods; The second part is the theoretical overview, explains the theory closely related to marketing, explains its three development periods one by one, and then focuses on the analysis of PEST macro-environmental analysis and 4P marketing combination strategy and other key theories: the third part is the current situation research, Honeywell enterprises as the research object, its current development situation is studied, and the importance of improving marketing strategy is clear; The third part is the core part of this paper, aiming at the marketing strategy adopted by Honeywell enterprises. The sixth part is to improve and improve its marketing strategy combined with the previous evaluation results. The last part is a summary, on the basis of summing up the content of the full text, looking forward to its future development.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F416.6
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本文編號：2512596