本文選題：海爾空調(diào)產(chǎn)品 + 烏克蘭市場��； 參考：《華東理工大學(xué)》2013年碩士論文

【摘要】：經(jīng)過二十多年來的發(fā)展,我國空調(diào)企業(yè)的生產(chǎn)能力大大提高,空調(diào)產(chǎn)量多年來一直保持快速增長。然而,在產(chǎn)量不斷增加的同時,國內(nèi)空調(diào)銷售的增長卻在不斷放緩。相較于21世紀(jì)初銷量的大幅增長,近幾年漲勢卻趨于平緩。從銷量的變化情況可以發(fā)現(xiàn),空調(diào)行業(yè)已從賣方市場轉(zhuǎn)入買方市場,國內(nèi)的市場容量已趨于飽和。因此,大量的中國空調(diào)生產(chǎn)企業(yè)開始走出國門,進(jìn)入海外市場推銷自己的產(chǎn)品,中國空調(diào)企業(yè)掘金海外大市場的時代就此到來。 在眾多海外市場中,烏克蘭包括東歐市場已然成為了中國家電新的樂土。隨著東歐經(jīng)濟的復(fù)蘇,當(dāng)?shù)叵M者的購買力不斷增強；同時,其開發(fā)程度又不如歐美市場成熟,便于中國產(chǎn)品的進(jìn)入。由于前蘇聯(lián)的關(guān)系,東歐國家的消費者對中國家電的認(rèn)知程度也較高,而且,鑒于日韓電器企業(yè)的營銷目標(biāo)首要在歐美國家,進(jìn)入東歐市場亦能避免日韓列強的競爭。因此,諸如海爾、美的、格力等國內(nèi)空調(diào)業(yè)龍頭企業(yè),也早就開始了對當(dāng)?shù)厥袌龅膿屨疾⒋耸袌鲆暈槠鋰H化戰(zhàn)略中的重點。作為中國最具品牌價值的企業(yè)之一,海爾集團在如此重要、具有戰(zhàn)略意義的市場,該采取怎樣的營銷策略?鑒于以上市場現(xiàn)狀,本研究在考慮烏克蘭空調(diào)市場行業(yè)競爭格局和海爾空調(diào)自身優(yōu)劣的條件下,結(jié)合研究烏克蘭市場特點,探討海爾空調(diào)烏克蘭市場的營銷策略,從而為現(xiàn)實企業(yè)決策提供參考。 本研究首先對空調(diào)行業(yè)及中國空調(diào)出口進(jìn)行了簡單的背景介紹,對本研究所需理論國際營銷策略進(jìn)行了綜述。并通過資料詳細(xì)調(diào)查分析了烏克蘭消費市場,消費者行為特征等問題,為后續(xù)研究提供基礎(chǔ)。其次,尋求通過行業(yè)分析工具進(jìn)行了競爭環(huán)境分析,借助SWOT分析挖掘海爾空調(diào)在目標(biāo)市場所具有的競爭優(yōu)劣勢以及面臨的機遇、挑戰(zhàn),并結(jié)合目標(biāo)市場的消費者行為特征對海爾空調(diào)的STP戰(zhàn)略進(jìn)行研究,繼而對其在目標(biāo)市場的營銷策略展開討論,為海爾集團空調(diào)產(chǎn)品在烏克蘭市場的拓展提供參考和建議。
[Abstract]:With the development of more than 20 years, the production capacity of air conditioning enterprises in our country has been greatly improved, and the output of air conditioning has been increasing rapidly for many years. However, at the same time as production continues to increase, domestic air-conditioning sales growth is slowing. Compared with the sharp increase in sales at the beginning of the 21 st century, in recent years the trend has been levelling off. From the change of sales volume, it can be found that the air conditioning industry has shifted from the seller's market to the buyer's market, and the domestic market capacity has tended to be saturated. Therefore, a large number of Chinese air conditioning production enterprises began to go abroad to sell their products in the overseas market. Among the many overseas markets, Ukraine, including Eastern Europe, has become a new home appliance market for China. As Eastern Europe recovers, local consumers' purchasing power is growing, and its development is not as mature as the European and American markets, facilitating the entry of Chinese products. Because of the former Soviet Union, consumers in Eastern European countries also have a higher level of awareness of Chinese household appliances. Moreover, since the marketing target of Japanese and Korean electrical enterprises is mainly in Europe and the United States, entering the Eastern European market can also avoid the competition of the Japanese and Korean powers. Therefore, domestic air conditioning industry leading enterprises, such as Haier, US, Gree and so on, have long begun to seize the local market and regard this market as the focus of their international strategy. As one of the most brand value enterprises in China, Haier Group in such an important and strategic market, what marketing strategy should be adopted? In view of the above market situation, considering the competitive pattern of air conditioning market in Ukraine and the advantages and disadvantages of Haier air conditioning market itself, this study discusses the marketing strategy of the Ukrainian market of Haier air conditioning market, combining with the characteristics of the Ukrainian market. Thus provides the reference for the realistic enterprise decision. Firstly, the background of air conditioning industry and China's air conditioning export is introduced, and the international marketing strategy of this research is summarized. And through the detailed investigation and analysis of Ukraine consumer market, consumer behavior characteristics and other issues, to provide a basis for follow-up research. Secondly, it seeks to analyze the competitive environment through industry analysis tools, and excavates the competitive advantages and disadvantages of Haier air conditioning in the target market with the help of SWOT analysis, as well as the opportunities and challenges faced by Haier air conditioners. Combined with the consumer behavior characteristics of the target market, this paper studies the STP strategy of Haier air conditioning, and then discusses its marketing strategy in the target market, which provides reference and suggestions for the development of air conditioning products of Haier Group in Ukraine.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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