本文關鍵詞：Z家電公司營銷管理研究　出處：《東北石油大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： Z家電公司 營銷管理 營銷戰(zhàn)略 營銷策略

【摘要】：經(jīng)濟全球化和信息化的發(fā)展使家電公司的市場環(huán)境發(fā)生了翻天覆地的變化。Z家電公司能否靈活的應對市場環(huán)境變化帶來的機會和威脅，關鍵在于Z家電公司能否進行準確的市場定位和營銷戰(zhàn)略變革，從而帶來市場營銷管理上的創(chuàng)新。因此，制定和完善Z家電公司的市場營銷管理活動，對公司快速和穩(wěn)定的發(fā)展具有重要意義。同時，本文的研究對于那些想要在激烈的市場競爭中謀求快速發(fā)展和壯大的家電公司具有普遍的借鑒意義。 為完善Z家電公司的營銷管理，，本文分析了Z家電公司市場營銷管理的現(xiàn)狀，發(fā)現(xiàn)Z家電公司在營銷管理方面存在以下問題。首先，營銷管理理念存在偏差，過多的注重對新顧客的開發(fā)，而老顧客的流失嚴重，使得企業(yè)的營銷成本較高。只注重產(chǎn)品質(zhì)量的提高，而忽視了品牌價值對產(chǎn)品營銷的巨大作用。采取無差異的市場營銷理念使企業(yè)不能及時的滿足客戶的不同需求。其次，市場細分的變量標準選擇不明確，導致市場定位不準確。最后，以4P’s營銷策略組合為基礎分別就產(chǎn)品、定價、促銷和渠道存在的問題進行分析。針對以上問題并結合對Z家電公司的SWOT分析，提出了進一步完善Z家電公司的市場營銷管理的改進建議。先對Z家電公司的營銷管理進行戰(zhàn)略規(guī)劃，制定量化的營銷戰(zhàn)略目標，并為達到戰(zhàn)略目標將公司的營銷戰(zhàn)略劃分為營銷整體戰(zhàn)略、營銷業(yè)務戰(zhàn)略、營銷職能戰(zhàn)略三個層次，使營銷戰(zhàn)略更加具體可行。然后將Z家電公司的市場按照客戶類型和客戶所在區(qū)域進行劃分，將Z家電公司定位于五個主要區(qū)域并以家庭消費者和經(jīng)營性企業(yè)為公司的目標市場。結合Z家電公司營銷策略組合中存在的問題制定了更加適合Z家電公司發(fā)展的營銷策略組合，包括產(chǎn)品策略、定價策略、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.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.6;F274

【參考文獻】

相關博士學位論文 前1條

1 蔡軍;家電產(chǎn)品市場營銷研究[D];天津大學;2010年

本文編號：1402697