本文關(guān)鍵詞： 小家電 環(huán)境分析 STP戰(zhàn)略 4P營(yíng)銷(xiāo)組合策略 4C營(yíng)銷(xiāo)理論　出處：《東北大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：我國(guó)小家電行業(yè)經(jīng)過(guò)近20年的發(fā)展,已經(jīng)進(jìn)入快速成長(zhǎng)期,國(guó)內(nèi)大家電企業(yè)以及外資家電企業(yè)的進(jìn)入都加劇了小家電行業(yè)的競(jìng)爭(zhēng),同時(shí)也客觀加速了小家電行業(yè)的市場(chǎng)化發(fā)展。目前,我國(guó)小家電整體市場(chǎng)規(guī)模已經(jīng)突破1000億元,并且依然保持著持續(xù)增長(zhǎng)的勢(shì)頭,同時(shí)行業(yè)發(fā)展已經(jīng)跨越簡(jiǎn)單的規(guī)�；统杀靖�(jìng)爭(zhēng)模式,進(jìn)入到產(chǎn)業(yè)結(jié)構(gòu)升級(jí)的轉(zhuǎn)型期。市場(chǎng)需求及行業(yè)競(jìng)爭(zhēng)趨向集中于產(chǎn)品的智能性、工業(yè)設(shè)計(jì)的人性化及節(jié)能環(huán)保等科技的應(yīng)用層面。法國(guó)投資的上海SEB公司在90年代進(jìn)入中國(guó)市場(chǎng)初期曾借助其國(guó)際品牌的背景和大量引入的進(jìn)口產(chǎn)品在我國(guó)中高端小家電市場(chǎng)上擁有良好的銷(xiāo)售業(yè)績(jī)。但隨著我國(guó)小家電市場(chǎng)競(jìng)爭(zhēng)結(jié)構(gòu)的發(fā)展升級(jí),本土小家電研發(fā)制造水平的不斷提高,SEB公司昔日的優(yōu)勢(shì)已經(jīng)不在,其原有的市場(chǎng)發(fā)展戰(zhàn)略和營(yíng)銷(xiāo)策略也表現(xiàn)出對(duì)市場(chǎng)變化的不適應(yīng)性。為了能夠使SEB公司在激烈的市場(chǎng)競(jìng)爭(zhēng)中實(shí)現(xiàn)持續(xù)發(fā)展,提高公司銷(xiāo)售額,擴(kuò)大產(chǎn)品市場(chǎng)占有率,本文就SEB公司小家電產(chǎn)品在中國(guó)市場(chǎng)的營(yíng)銷(xiāo)策略優(yōu)化進(jìn)行了深入的研究。全文主要的工作內(nèi)容及取得的成果包括四個(gè)方面:首先,運(yùn)用PEST理論、波特五力模型等相關(guān)理論知識(shí),對(duì)SEB公司的內(nèi)、外部營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,明確了當(dāng)前影響SEB公司市場(chǎng)運(yùn)作的主要因素及其具有的資源和能力;其次,運(yùn)用SWOT分析法,從公司目前發(fā)展的優(yōu)勢(shì)、存在的劣勢(shì)及面臨的機(jī)會(huì)與威脅四個(gè)維度分析公司發(fā)展應(yīng)該注意的問(wèn)題和掌握的機(jī)會(huì);第三,運(yùn)用STP理論及4P和4C理論為公司制定了更為優(yōu)化的市場(chǎng)戰(zhàn)略和營(yíng)銷(xiāo)組合策略;最后,為了保障營(yíng)銷(xiāo)策略能夠有效實(shí)施,又從公司組織管理、營(yíng)銷(xiāo)流程管理、信息管理等多方面制定了相應(yīng)策略實(shí)施的保障措施。本文的研究意義在于利用多種研究方法深入分析了我國(guó)小家電市場(chǎng)現(xiàn)狀及發(fā)展趨勢(shì),為SEB公司中國(guó)市場(chǎng)營(yíng)銷(xiāo)策略提出了優(yōu)化方案,為行業(yè)內(nèi)相關(guān)企業(yè)提供了有利借鑒。本文通過(guò)研究得出結(jié)論:市場(chǎng)營(yíng)銷(xiāo)管理是一項(xiàng)動(dòng)態(tài)的系統(tǒng)管理工程,企業(yè)在掌握外部環(huán)境變化形勢(shì),充分利用自身資源的基礎(chǔ)上,還必須要以顧客為中心,根據(jù)目標(biāo)消費(fèi)主體的消費(fèi)需求及消費(fèi)行為習(xí)慣的變化而進(jìn)行營(yíng)銷(xiāo)策略的優(yōu)化調(diào)整。
[Abstract]:After nearly 20 years of development, China's small home appliance industry has entered a period of rapid growth. The entry of domestic large home appliance enterprises and foreign-funded home appliance enterprises has intensified the competition of small home appliances industry. At the same time, it has also objectively accelerated the market-oriented development of the small household appliances industry. At present, the overall market scale of small household appliances in China has exceeded 100 billion yuan, and it still maintains a momentum of sustained growth. At the same time, the development of the industry has gone beyond the simple mode of large-scale low-cost competition, and entered the transformation period of industrial structure upgrading. Market demand and industry competition tend to focus on the intelligence of products. In 90s, Shanghai SEB, invested by France, entered the Chinese market with the help of its international brand background and a large number of imported products. The market of small home appliances has a good sales performance. However, with the development of the competitive structure of the small home appliances market in China, The continuous improvement of the level of R & D and manufacturing of local small household appliances, the former advantages of the SEB Company are no longer available. Its original market development strategy and marketing strategy also show the inadaptability to the market change. In order to enable SEB company to realize sustainable development in the fierce market competition, increase the company's sales volume, enlarge the market share of the product. This paper makes a deep research on the marketing strategy optimization of SEB's small household appliances products in China. The main contents and achievements of this paper include four aspects: first, using the theory of PEST, Porter's five Force Model and other relevant theoretical knowledge. This paper analyzes the internal and external marketing environment of SEB Company, clarifies the main factors that affect the market operation of SEB Company and its resources and capabilities. Secondly, it uses the SWOT analysis method to analyze the advantages of the company's current development. This paper analyzes the problems and opportunities that should be paid attention to in the development of the company from the four dimensions of disadvantages and opportunities and threats facing them. Thirdly, using the theory of STP and 4P and 4C, the author makes a more optimized marketing strategy and marketing combination strategy for the company. Finally, in order to ensure that the marketing strategy can be effectively implemented, and from the company organization management, marketing process management, The research significance of this paper is to make a thorough analysis of the current situation and development trend of the small household appliances market in China by using various research methods. This paper puts forward the optimization scheme for SEB Company's marketing strategy in China and provides a beneficial reference for the relevant enterprises in the industry. This paper draws a conclusion that marketing management is a dynamic system management project. On the basis of mastering the changing situation of external environment and making full use of their own resources, enterprises must take the customer as the center and optimize the marketing strategy according to the change of the consumption demand and the consumption behavior habit of the target consumer.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.6;F274

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