【毕业论文】美的电器销售策略分析.docVIP

毕业设计（论文） 题目： 美的电器销售策略分析  美的电器销售策略分析 摘要 在家电行业中,产品同质化是普遍存在的问题,这使得许多企业在销售过程中不得不大打价格战、广告战。避免低水平的恶性竞争、提高竞争的层次将是企业发展的必然选择。制定行之有效的销售策略需要与企业整体战略相协同，与其他策略相搭配应用，系统地整合有利于企业发展的资源，进而营造良好的竞争生态，使企业获得持续的竞争优势。 珠海美的电器股份有限公司的销售策略既严格遵照市场规律，又不失灵活性，创造了独特的“美的模式”。因此，逐步掌握了市场的主动权，奠定了美的电器在行业内的领导地位。但是在市场竞争的实践中，美的销售策略依然存在一些问题。 本文以珠海美的电器股份有限公司为分析对象，深入了解该公司的发展现状，研究分析该企业销售策略存在的问题并提出相应的措施及对策，以期能对珠海美的电器股份有限公司及同类企业的销售策略有所帮助和借鉴。 关键词：企业销售策略；管理；控制；合作 ANALYSIS OF GREE ELECTRIC APPLIANCES’S MARKETING STRATEGIES ABSTRACT The phenomenon of competition similarity is a common problem in household appliances industry, leading many enterprises to the battle of cutting price and advertising. Improving the level of competition will surely be the option of enterprise development in order to avoid a low level of cut-throat competition. The making of effective marketing strategies must be in coordination with the overall strategy of enterprise, work together with other strategies and unite the resources that are beneficial to the development of enterprise systematically. Then create a good environment of competition. The sales strategies of GREE ELECTRIC APPLIANCES, INC.OF ZHUHAI is not only in accordance with marketing rules strictly but is full of flexibility, creating a unique Gree form. Therefore, the company gains the initiative of marketplace gradually and has established a leading position in the same kind of industry. This essay takes GREE ELECTRIC APPLIANCES, INC.OF ZHUHAI as the subject of analysis, to know about the present situation of the company deeply, to research and analyze some marketing strategic problems existing and, then, to post some corresponding measures and strategies, expecting to be able to help and draw lessons from GREE ELECTRIC APPLIANCES, INC.OF ZHUHAI and the same kind of enterprise when making marketing strategies. Key words： enterprise’s marketing strategies; management; control; cooperation 目 录 1 绪论 1 1.1 课题背景及目的 1 1.1 企业销售策略的研究现状 1 1.1.1企业销售策略的