本文關(guān)鍵詞：飛利浦小家電哈爾濱市市場(chǎng)營(yíng)銷策略研究　出處：《哈爾濱理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：本文以飛利浦小家電在哈爾濱市的市場(chǎng)營(yíng)銷策略作為研究對(duì)象，主要闡述在哈爾濱市的市場(chǎng)現(xiàn)狀下，哈爾濱市飛利浦小家電的銷售增長(zhǎng)及市場(chǎng)份額占有率在競(jìng)爭(zhēng)對(duì)手風(fēng)起云涌、市場(chǎng)不斷細(xì)分的環(huán)境下陷入發(fā)展的瓶頸階段。這種瓶頸階段產(chǎn)生的主要原因在于飛利浦總部市場(chǎng)資源投放機(jī)制與哈爾濱市地方競(jìng)爭(zhēng)環(huán)境不匹配及競(jìng)爭(zhēng)品牌松下、九陽(yáng)、美的等競(jìng)爭(zhēng)對(duì)手的快速成長(zhǎng)。通過(guò)本文的研究，以4P市場(chǎng)營(yíng)銷理論為基礎(chǔ)，從產(chǎn)品、價(jià)格、分銷、促銷等四個(gè)角度對(duì)飛利浦小家電哈爾濱市市場(chǎng)營(yíng)銷策略的現(xiàn)狀進(jìn)行剖析，，發(fā)現(xiàn)飛利浦小家電在哈爾濱市場(chǎng)上存在產(chǎn)品與促銷資源不匹配、價(jià)格管理混亂、分銷渠道與哈爾濱小家電市場(chǎng)分銷渠道現(xiàn)狀不符等問(wèn)題，同時(shí)又從這四個(gè)角度提出創(chuàng)新的市場(chǎng)營(yíng)銷策略。市場(chǎng)環(huán)境在變化，市場(chǎng)營(yíng)銷策略需要迎合市場(chǎng)環(huán)境的變化而不斷調(diào)整。本文在提出針對(duì)哈爾濱市的創(chuàng)新的市場(chǎng)營(yíng)銷策略的同時(shí)，也對(duì)實(shí)施新的市場(chǎng)營(yíng)銷策略提出了保障措施，從而確保創(chuàng)新的哈爾濱市市場(chǎng)營(yíng)銷策略得以實(shí)行。本文的創(chuàng)新之處在于將4P市場(chǎng)營(yíng)銷理論與飛利浦企業(yè)基層城市市場(chǎng)營(yíng)銷的實(shí)例緊密結(jié)合，開拓網(wǎng)絡(luò)電子商務(wù)新渠道，運(yùn)用微博、微信等新的營(yíng)銷方式，嘗試從實(shí)例中分析，并回歸到理論型的研究。通過(guò)這些研究，分析外企在中國(guó)基層城市的市場(chǎng)營(yíng)銷方面存在的問(wèn)題，闡述這些問(wèn)題的產(chǎn)生原因，并提出有效實(shí)現(xiàn)飛利浦基層城市市場(chǎng)營(yíng)銷策略的途徑。
[Abstract]:This paper takes the marketing strategy of Philips small household appliances in Harbin as the research object, mainly expounds the current market situation of Harbin. Harbin Philips small household appliances sales growth and market share in competitors surging. The main reason of this bottleneck stage lies in the mismatch between the market resource investment mechanism of Philips headquarters and the local competition environment in Harbin and the competitive brand Matsushita. Through the research of this paper, based on the 4P marketing theory, from product, price, distribution. Promotion and other four points of view of Philips small household appliances Harbin marketing strategy analysis, found that Philips small household appliances in Harbin market products and promotional resources do not match, price management confusion. Distribution channels and Harbin small household appliances market distribution channel status quo and other issues, but also from these four points of view to propose innovative marketing strategies. The market environment is changing. The marketing strategy needs to adapt to the changes of the market environment. This paper puts forward the innovative marketing strategy for Harbin, but also puts forward the safeguard measures to implement the new marketing strategy. In order to ensure the implementation of innovative marketing strategy of Harbin. The innovation of this paper is to combine the 4P marketing theory with the example of Philips enterprise grass-roots city marketing. Open up new channels of electronic commerce on the network, using new marketing methods such as micro-blog, WeChat, try to analyze from examples, and return to theoretical research. Through these studies. This paper analyzes the problems existing in the marketing of foreign enterprises in China's grass-roots cities, expounds the causes of these problems, and puts forward the ways to effectively realize the marketing strategies of Philips grass-roots cities.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6

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