發(fā)布時(shí)間：2018-01-09 22:07

  本文關(guān)鍵詞：Z家電公司營(yíng)銷管理研究　出處：《東北石油大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： Z家電公司 營(yíng)銷管理 營(yíng)銷戰(zhàn)略 營(yíng)銷策略

【摘要】：經(jīng)濟(jì)全球化和信息化的發(fā)展使家電公司的市場(chǎng)環(huán)境發(fā)生了翻天覆地的變化。Z家電公司能否靈活的應(yīng)對(duì)市場(chǎng)環(huán)境變化帶來(lái)的機(jī)會(huì)和威脅，關(guān)鍵在于Z家電公司能否進(jìn)行準(zhǔn)確的市場(chǎng)定位和營(yíng)銷戰(zhàn)略變革，從而帶來(lái)市場(chǎng)營(yíng)銷管理上的創(chuàng)新。因此，制定和完善Z家電公司的市場(chǎng)營(yíng)銷管理活動(dòng)，對(duì)公司快速和穩(wěn)定的發(fā)展具有重要意義。同時(shí)，本文的研究對(duì)于那些想要在激烈的市場(chǎng)競(jìng)爭(zhēng)中謀求快速發(fā)展和壯大的家電公司具有普遍的借鑒意義。 為完善Z家電公司的營(yíng)銷管理，，本文分析了Z家電公司市場(chǎng)營(yíng)銷管理的現(xiàn)狀，發(fā)現(xiàn)Z家電公司在營(yíng)銷管理方面存在以下問(wèn)題。首先，營(yíng)銷管理理念存在偏差，過(guò)多的注重對(duì)新顧客的開發(fā)，而老顧客的流失嚴(yán)重，使得企業(yè)的營(yíng)銷成本較高。只注重產(chǎn)品質(zhì)量的提高，而忽視了品牌價(jià)值對(duì)產(chǎn)品營(yíng)銷的巨大作用。采取無(wú)差異的市場(chǎng)營(yíng)銷理念使企業(yè)不能及時(shí)的滿足客戶的不同需求。其次，市場(chǎng)細(xì)分的變量標(biāo)準(zhǔn)選擇不明確，導(dǎo)致市場(chǎng)定位不準(zhǔn)確。最后，以4P’s營(yíng)銷策略組合為基礎(chǔ)分別就產(chǎn)品、定價(jià)、促銷和渠道存在的問(wèn)題進(jìn)行分析。針對(duì)以上問(wèn)題并結(jié)合對(duì)Z家電公司的SWOT分析，提出了進(jìn)一步完善Z家電公司的市場(chǎng)營(yíng)銷管理的改進(jìn)建議。先對(duì)Z家電公司的營(yíng)銷管理進(jìn)行戰(zhàn)略規(guī)劃，制定量化的營(yíng)銷戰(zhàn)略目標(biāo)，并為達(dá)到戰(zhàn)略目標(biāo)將公司的營(yíng)銷戰(zhàn)略劃分為營(yíng)銷整體戰(zhàn)略、營(yíng)銷業(yè)務(wù)戰(zhàn)略、營(yíng)銷職能戰(zhàn)略三個(gè)層次，使?fàn)I銷戰(zhàn)略更加具體可行。然后將Z家電公司的市場(chǎng)按照客戶類型和客戶所在區(qū)域進(jìn)行劃分，將Z家電公司定位于五個(gè)主要區(qū)域并以家庭消費(fèi)者和經(jīng)營(yíng)性企業(yè)為公司的目標(biāo)市場(chǎng)。結(jié)合Z家電公司營(yíng)銷策略組合中存在的問(wèn)題制定了更加適合Z家電公司發(fā)展的營(yíng)銷策略組合，包括產(chǎn)品策略、定價(jià)策略、促銷策略和渠道策略。
[Abstract]:With the development of economic globalization and information technology, the market environment of household appliance companies has changed dramatically. The key lies in whether Z Home Appliance Company can carry out accurate market positioning and marketing strategy reform, thus bringing about innovation in marketing management. Therefore, the marketing management activities of Z Home Appliance Company should be formulated and perfected. At the same time, the research of this paper is of universal significance for those home appliance companies that want to seek rapid development and growth in the fierce market competition. In order to perfect the marketing management of Z Home Appliance Company, this paper analyzes the current situation of the marketing management of Z Appliance Company, and finds that there are the following problems in the marketing management of Z Appliance Company. Firstly, the concept of marketing management is deviated. Too much attention to the development of new customers, while the loss of old customers is serious, which makes the marketing costs of enterprises higher. Only pay attention to the improvement of product quality. But ignored the brand value to the product marketing enormous function. The adoption does not have the difference marketing idea to make the enterprise unable to meet the customer's different demand in time. Secondly, the market subdivision variable standard choice is not clear. The market positioning is not accurate. Finally, on the basis of the combination of 4PfU's marketing strategy, the product is priced separately. Sales promotion and channel problems are analyzed. Aiming at the above problems and combining the SWOT analysis of Z Home Appliance Company. The paper puts forward some suggestions to improve the marketing management of Z household appliance company. Firstly, it makes a strategic plan for the marketing management of Z household appliance company, and formulates the quantitative marketing strategic goal. In order to achieve the strategic goal, the company's marketing strategy is divided into three levels: the overall marketing strategy, the marketing business strategy and the marketing function strategy. Make the marketing strategy more specific and feasible. Then the market of Z household appliance company will be divided according to customer type and customer region. In this paper, Z household appliance company is positioned in five main regions and the target market of the company is family consumers and business enterprises. In the light of the problems existing in the marketing strategy combination of Z home appliance company, it is more suitable for the development of Z household appliance company. A mix of marketing strategies. Includes product strategy, pricing strategy, promotion strategy and channel strategy.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

【參考文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 蔡軍;家電產(chǎn)品市場(chǎng)營(yíng)銷研究[D];天津大學(xué);2010年

本文編號(hào)：1402697