隨著我國(guó)城鎮(zhèn)化進(jìn)程持續(xù)推進(jìn),人民群眾的家居生活水平和消費(fèi)需求品質(zhì)不斷提升,以及近年來(lái)物聯(lián)網(wǎng)、傳感器等技術(shù)的突飛猛進(jìn),這都推動(dòng)了我國(guó)智能家居市場(chǎng)的蓬勃發(fā)展。作為智能家居眾多產(chǎn)品中的一個(gè)分支,“陽(yáng)臺(tái)家電”智能化不斷興起,智能晾衣機(jī)的需求量迅速增加且市場(chǎng)份額不斷擴(kuò)大。巨大的市場(chǎng)蛋糕吸引了眾多企業(yè)紛紛進(jìn)入智能晾衣機(jī)行業(yè)。面對(duì)日益激烈的競(jìng)爭(zhēng)局面,H公司在智能晾衣機(jī)市場(chǎng)的競(jìng)爭(zhēng)優(yōu)勢(shì)也愈加不明顯,銷(xiāo)量增速不斷下滑。本文對(duì)H公司在智能晾衣機(jī)市場(chǎng)的營(yíng)銷(xiāo)策略進(jìn)行研究,旨在為H公司及其同類(lèi)型企業(yè)的市場(chǎng)營(yíng)銷(xiāo)活動(dòng)提供參考和借鑒。本文首先闡述了H公司在智能晾衣機(jī)市場(chǎng)的營(yíng)銷(xiāo)現(xiàn)狀及存在的問(wèn)題,其次對(duì)智能晾衣機(jī)的市場(chǎng)需求、發(fā)展前景、市場(chǎng)競(jìng)爭(zhēng)環(huán)境及消費(fèi)特點(diǎn)進(jìn)行了分析,再次利用問(wèn)卷調(diào)查分析的方法了解了智能晾衣機(jī)市場(chǎng)消費(fèi)者的購(gòu)買(mǎi)行為影響因素及H公司智能晾衣機(jī)消費(fèi)者的對(duì)營(yíng)銷(xiāo)策略的接受度。最后利用前文所闡述的信息并結(jié)合所學(xué)的市場(chǎng)營(yíng)銷(xiāo)知識(shí),對(duì)H公司在智能晾衣機(jī)市場(chǎng)進(jìn)行了市場(chǎng)細(xì)分,選擇和定位分析,并對(duì)H公司的營(yíng)銷(xiāo)策略從產(chǎn)品、定價(jià)、渠道、促銷(xiāo)及服務(wù)五個(gè)方面提出了優(yōu)化改進(jìn)建議。本文的研究以期能夠完善H公司在智能晾衣機(jī)市場(chǎng)的營(yíng)銷(xiāo)策略,進(jìn)一步... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：88 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter Ⅰ Introduction
    1.1 Research background and significance
        1.1.1 Research background
        1.1.2 Research significance
    1.2 Research objective
    1.3 Research methods and main content
        1.3.1 Research methods
        1.3.2 Research content
Chapter Ⅱ Literature Review
    2.1 Definition of marketing
    2.2 STP theory
    2.3 Traditional marketing mix theory and its development
        2.3.1 The main content of4Ps theory
        2.3.2 Development of4Ps theory
Chapter Ⅲ Case description
    3.1 Introduction of the smart home industry
    3.2 Profile of H Company
    3.3 Products overview of H Company
    3.4 Status quo and problems of H Company’s intelligent clothes hangers
Chapter Ⅳ Case analysis
    4.1 Market demand and trend of intelligent clothes hangers
        4.1.1 Market demand of intelligent clothes hangers
        4.1.2 Trend of intelligent clothes hanger market
    4.2 Analysis of the competitive environment and consumption characteristics
        4.2.1 Analysis of industry competition
        4.2.2 Characteristics of consumption
    4.3 STP analysis of H Company’s intelligent clothes hangers
        4.3.1 Market segmentation
        4.3.2 Target market selection
        4.3.3 Market positioning
    4.4 Survey of intelligent clothes hanger consumers
        4.4.1 Questionnaire design and data collection
        4.4.2 Data analysis and results of the questionnaire survey
Chapter Ⅴ Suggestions for marketing strategy optimization of H Company’s intelligent clothes hangers
    5.1 Suggestions for product strategy optimization
        5.1.1 Improving product quality
        5.1.2 Making products more intelligent
        5.1.3 Special design of product appearance
    5.2 Suggestions for price strategy optimization
    5.3 Suggestions for channel strategy optimization
        5.3.1 Developing emerging channels
        5.3.2 Improve channel management capabilities
    5.4 Suggestions for promotion strategy optimization
    5.5 Suggestions for service strategy optimization
Chapter Ⅵ Conclusions and prospects
    6.1 Conclusions
    6.2 Suggestions on management
    6.3 Deficiencies and prospects
References
Appendix


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碩士論文
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