金輝公司瑞明電暖畫市場(chǎng)營銷策略研究
發(fā)布時(shí)間：2018-11-23 18:36
【摘要】： 本文著重研究了金輝公司瑞明牌電暖畫的市場(chǎng)營銷,為了改善目前的營銷環(huán)境,對(duì)營銷策略組合進(jìn)行了設(shè)計(jì)。通過市場(chǎng)調(diào)研,運(yùn)用理論聯(lián)系實(shí)際的方法,對(duì)金輝公司的產(chǎn)品營銷中存在的問題進(jìn)行解決。 文章首先對(duì)我國的能源危機(jī)與可再生能源進(jìn)行了闡述,介紹了采暖業(yè)的能耗問題。為了緩解能源危機(jī),國家積極倡導(dǎo)對(duì)可再生能源的充分利用,比如電能的使用等。其次對(duì)瑞明牌電暖畫的功效原理和產(chǎn)品特點(diǎn)進(jìn)行了說明。瑞明牌碳纖維電暖畫是以藝術(shù)形式展現(xiàn)出來的一種取暖產(chǎn)品,是一種高科技產(chǎn)品,剛投入市場(chǎng)不久,它是以碳纖維發(fā)熱材料為發(fā)熱體,配以精美畫面復(fù)合而成,展現(xiàn)在顧客面前就是一款精美的畫框。該產(chǎn)品是傳統(tǒng)采暖設(shè)備的最佳替代品,是利用電能來使碳纖維材料進(jìn)行發(fā)熱,從而達(dá)到取暖的效果。該產(chǎn)品具有綠色、環(huán)保、節(jié)能、裝飾、保健等特點(diǎn),符合國家的產(chǎn)業(yè)背景,有著廣闊的應(yīng)用前景。另外本文還對(duì)該產(chǎn)品的獨(dú)特的銷售主張(USP)進(jìn)行挖掘,以擴(kuò)大產(chǎn)品的知名度,以使產(chǎn)品在更大范圍內(nèi)得到應(yīng)用,為廣大目標(biāo)受眾所接受;本文的第三部分是對(duì)該產(chǎn)品在實(shí)際營銷中存在的問題進(jìn)行分析,通過大量的一線調(diào)研和實(shí)踐,運(yùn)用所學(xué)營銷理論對(duì)存在的問題進(jìn)行剖析,找出產(chǎn)品營銷中存在著知名度不高,目標(biāo)市場(chǎng)不清晰以及產(chǎn)品組合有待完善等方面的問題;在本文的最后部分重點(diǎn)是對(duì)產(chǎn)品營銷中問題進(jìn)行有效解決,即營銷4P理論在營銷實(shí)際中的有機(jī)組合,運(yùn)用產(chǎn)品的周期理論和相應(yīng)的營銷4P理論,分析本文產(chǎn)品還處于產(chǎn)品生命周期的導(dǎo)入期階段,從而在產(chǎn)品的導(dǎo)入期為了克服知名度不高等問題重點(diǎn)進(jìn)行了促銷策略方面的設(shè)計(jì),包括廣告文案的運(yùn)作設(shè)計(jì)及對(duì)中間商和顧客的銷售促進(jìn)的設(shè)計(jì),同時(shí)運(yùn)用相應(yīng)的理論對(duì)產(chǎn)品策略,價(jià)格和渠道策略進(jìn)行了設(shè)計(jì),以求本文產(chǎn)品——金輝公司的瑞明牌碳纖維電暖畫在市場(chǎng)營銷中取得更大的成績。
[Abstract]:This paper focuses on the marketing of Ruiming brand electric heating pictures of Jinhui Company. In order to improve the current marketing environment, the marketing strategy combination is designed. Through market research, using the method of combining theory with practice, the problems in product marketing of Jinhui Company are solved. Firstly, the energy crisis and renewable energy in China are discussed, and the energy consumption of heating industry is introduced. In order to alleviate the energy crisis, the country actively advocates the full use of renewable energy, such as the use of electricity. Secondly, the efficacy principle and product characteristics of Ruiming electric heating painting are explained. The Ruiming carbon fiber electric heating painting is a kind of heating product in the form of art. It is a kind of high-tech product. It has just been put into the market. It is made of carbon fiber heating material as the heating body, combined with fine pictures. In front of the customer is a beautiful picture frame. This product is the best substitute for the traditional heating equipment. It uses electric energy to make carbon fiber materials heat up, so as to achieve the effect of heating. The product has green, environmental protection, energy saving, decoration, health care and other characteristics, in line with the national industrial background, has a broad application prospects. In addition, this paper also excavates the unique sales claim of the product (USP), in order to expand the popularity of the product, so that the product can be used in a wider scope and accepted by the broad target audience; The third part of this article is to analyze the problems existing in the actual marketing of the product, through a large number of front-line investigation and practice, using the marketing theory to analyze the existing problems, find out that there is not high visibility in the product marketing. The target market is not clear and the product mix needs to be improved. In the last part of this paper, the key point is to effectively solve the problems in product marketing, that is, the organic combination of marketing 4p theory in marketing practice, the use of product cycle theory and the corresponding marketing 4p theory. This paper analyzes that the product is still in the stage of product life cycle, so in order to overcome the problems of low popularity, the promotion strategy is designed in the period of product introduction. Including the operating design of advertising copywriting and the design of sales promotion for middlemen and customers. At the same time, the corresponding theories are used to design product strategy, price and channel strategy. In order to this product-Jinhui company's Ruiming brand carbon fiber heating painting in the marketing to achieve greater results.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.6
本文編號(hào)：2352383
[Abstract]:This paper focuses on the marketing of Ruiming brand electric heating pictures of Jinhui Company. In order to improve the current marketing environment, the marketing strategy combination is designed. Through market research, using the method of combining theory with practice, the problems in product marketing of Jinhui Company are solved. Firstly, the energy crisis and renewable energy in China are discussed, and the energy consumption of heating industry is introduced. In order to alleviate the energy crisis, the country actively advocates the full use of renewable energy, such as the use of electricity. Secondly, the efficacy principle and product characteristics of Ruiming electric heating painting are explained. The Ruiming carbon fiber electric heating painting is a kind of heating product in the form of art. It is a kind of high-tech product. It has just been put into the market. It is made of carbon fiber heating material as the heating body, combined with fine pictures. In front of the customer is a beautiful picture frame. This product is the best substitute for the traditional heating equipment. It uses electric energy to make carbon fiber materials heat up, so as to achieve the effect of heating. The product has green, environmental protection, energy saving, decoration, health care and other characteristics, in line with the national industrial background, has a broad application prospects. In addition, this paper also excavates the unique sales claim of the product (USP), in order to expand the popularity of the product, so that the product can be used in a wider scope and accepted by the broad target audience; The third part of this article is to analyze the problems existing in the actual marketing of the product, through a large number of front-line investigation and practice, using the marketing theory to analyze the existing problems, find out that there is not high visibility in the product marketing. The target market is not clear and the product mix needs to be improved. In the last part of this paper, the key point is to effectively solve the problems in product marketing, that is, the organic combination of marketing 4p theory in marketing practice, the use of product cycle theory and the corresponding marketing 4p theory. This paper analyzes that the product is still in the stage of product life cycle, so in order to overcome the problems of low popularity, the promotion strategy is designed in the period of product introduction. Including the operating design of advertising copywriting and the design of sales promotion for middlemen and customers. At the same time, the corresponding theories are used to design product strategy, price and channel strategy. In order to this product-Jinhui company's Ruiming brand carbon fiber heating painting in the marketing to achieve greater results.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.6
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 陳雪悲;四川省旅游房地產(chǎn)定位開發(fā)研究[D];四川師范大學(xué);2010年
，本文編號(hào)：2352383
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