本文選題：海爾　切入點(diǎn)：煙臺(tái)　出處：《山東理工大學(xué)》2017年碩士論文

【摘要】：“十三五”時(shí)期是我國(guó)全面建成小康社會(huì)的關(guān)鍵時(shí)期。我國(guó)經(jīng)濟(jì)發(fā)展已經(jīng)進(jìn)入新常態(tài),處于向形態(tài)更高級(jí)、分工更復(fù)雜、結(jié)構(gòu)更合理發(fā)展的階段,經(jīng)濟(jì)發(fā)展呈現(xiàn)出增速換擋、結(jié)構(gòu)優(yōu)化、動(dòng)能轉(zhuǎn)換、方式轉(zhuǎn)變的新特征。在經(jīng)濟(jì)進(jìn)入新常態(tài)之后,供給側(cè)結(jié)構(gòu)性改革成為我國(guó)發(fā)展與改革的主線(xiàn),產(chǎn)業(yè)結(jié)構(gòu)、產(chǎn)品供給要求提質(zhì)增效。我國(guó)經(jīng)濟(jì)發(fā)展的這些深刻變化,對(duì)家電銷(xiāo)售行業(yè)來(lái)說(shuō),既面臨著很大的發(fā)展機(jī)遇,也面臨著巨大的挑戰(zhàn),家電銷(xiāo)售的市場(chǎng)競(jìng)爭(zhēng)將日趨激烈,企業(yè)要實(shí)現(xiàn)可持續(xù)發(fā)展,實(shí)現(xiàn)利潤(rùn)目標(biāo),必須及時(shí)準(zhǔn)確地調(diào)整市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略。隨著科學(xué)技術(shù)的不斷發(fā)展,家用電器的更新?lián)Q代速度日益加快,不僅在產(chǎn)品設(shè)計(jì)上加大了研發(fā)力度,在營(yíng)銷(xiāo)策略上也不斷開(kāi)拓創(chuàng)新。如何迎合消費(fèi)者對(duì)產(chǎn)品和消費(fèi)方式的新需求成為每個(gè)企業(yè)必須面對(duì)和解決的問(wèn)題。受家電市場(chǎng)環(huán)境等主客觀(guān)因素的影響,RRS家電銷(xiāo)售有限公司在家電產(chǎn)品運(yùn)營(yíng)中表現(xiàn)較為低迷。本文以該公司為例,嘗試為其制定營(yíng)銷(xiāo)組合策略,以達(dá)到助其提升銷(xiāo)售業(yè)績(jī)的目的。RRS家電銷(xiāo)售有限公司隸屬海爾集團(tuán),負(fù)責(zé)煙臺(tái)地區(qū)家電業(yè)務(wù)推廣、銷(xiāo)售、配送等工作。作為青島海爾家電集團(tuán)在省內(nèi)營(yíng)銷(xiāo)網(wǎng)絡(luò)的一個(gè)重要組成部分,煙臺(tái)家電市場(chǎng)營(yíng)銷(xiāo)活動(dòng)的成功與否,對(duì)海爾家電實(shí)現(xiàn)繼續(xù)保持家電市場(chǎng)領(lǐng)導(dǎo)地位和繼續(xù)增強(qiáng)競(jìng)爭(zhēng)力都具有十分重要的意義。本論文的研究,為RRS家電銷(xiāo)售有限公司提供一個(gè)理論上的指導(dǎo),即提供一個(gè)使公司在煙臺(tái)市場(chǎng)營(yíng)銷(xiāo)活動(dòng)有效開(kāi)展的營(yíng)銷(xiāo)策略,實(shí)踐上,對(duì)同行業(yè)類(lèi)似的家電銷(xiāo)售企業(yè)市場(chǎng)營(yíng)銷(xiāo)管理提供一定參考和借鑒意義。本文以市場(chǎng)營(yíng)銷(xiāo)組合理論作為研究的理論基礎(chǔ),通過(guò)對(duì)RRS家電銷(xiāo)售有限公司的銷(xiāo)售現(xiàn)狀進(jìn)行分析,剖析公司當(dāng)前營(yíng)銷(xiāo)中存在的一些問(wèn)題;以SWOT分析法對(duì)煙臺(tái)家電市場(chǎng)的營(yíng)銷(xiāo)環(huán)境進(jìn)行了系統(tǒng)的分析,并以分析得出的結(jié)論為依據(jù),制定RRS家電銷(xiāo)售有限公司的營(yíng)銷(xiāo)策略,通過(guò)實(shí)施營(yíng)銷(xiāo)策略改善,有效提升營(yíng)銷(xiāo)業(yè)績(jī)。
[Abstract]:The third five-year Plan period is the key period for our country to build a well-off society in an all-round way.China's economic development has entered into the new normal, in the stage of more advanced form, more complex division of labor and more reasonable development of structure, the economic development presents new characteristics of speed shift, structural optimization, kinetic energy conversion and mode change.After the economy enters the new normal, supply-side structural reform has become the main line of development and reform in China.These profound changes in the economic development of our country will not only face great development opportunities but also great challenges for the sales industry of household appliances, the market competition for home appliance sales will become increasingly fierce, and enterprises want to achieve sustainable development.To achieve the profit target, we must adjust the marketing strategy timely and accurately.With the development of science and technology, the update speed of household appliances is speeding up day by day. It not only increases the R & D in product design, but also develops and innovates continuously in marketing strategy.How to meet the consumer's new demand for products and consumption mode has become a problem that every enterprise must face and solve.Under the influence of subjective and objective factors, such as home appliance market environment, RRS home appliance sales co., Ltd.This article takes the company as an example, tries to make the marketing combination strategy for the company, in order to achieve the purpose of helping it to improve the sales performance. The RRS Home Appliance sales Co., Ltd. belongs to Haier Group, responsible for the Yantai area appliance business promotion, sale, distribution and so on.As an important part of the marketing network of Qingdao Haier Home Appliance Group in the province, is the marketing activity of Yantai home appliances successful or not?It is of great significance for Haier household appliances to continue to maintain their market leadership and enhance their competitiveness.The research in this paper provides a theoretical guidance for RRS Appliance sales Co., Ltd., that is, to provide a marketing strategy to effectively carry out the company's marketing activities in Yantai, in practice,It can provide some reference and reference to the marketing management of the similar household appliances sales enterprises in the same industry.This article takes the marketing combination theory as the theoretical foundation, through carries on the analysis to the RRS household appliance sale limited company's present situation, analyzes some problems existing in the company's current marketing;This paper makes a systematic analysis of the marketing environment of Yantai home appliance market with SWOT analysis method, and based on the conclusion of the analysis, formulates the marketing strategy of RRS Home Appliance sales Co., Ltd., and improves the marketing performance effectively through the implementation of marketing strategy improvement.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F721;F274

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