家电市场策略分析.docVIP

: 浅析我国家电行业之路 指导老师: 指导老师 二〇〇九年六月摘 要 家电作为较早进入城市家庭的家用电器，家电在国内已发展了 20 多年。中国 的家电市场经过多年的价格战和快速发展后市场已变得成熟。本文对中国家电行 业的发展作了分析，本文共五章：第一章介绍家电的基础；第二章介绍了我国家 电业的现状及营销渠道；第三、四章重点分析了我国未来家电市场的主力市场--农村市场；第五章简单分析了我国家电本身的发展方向。本书取材广泛，仅表达 个人观点，仅供参考。 关键词：家电、营销渠道、市场、农村Abstract The refrigerator took enters the city family early the domestic electric appliances, the refrigerator in domestic has developed for more than 20 years.After Chinas refrigerator market passes through many year price wars and the fast development the market has become mature. This article has made the analysis to the Chinese refrigerator profession development, the this article altogether five chapters: First chapter introduces the refrigerator the foundation; Second chapter briefed our country refrigerator industry present situation and the marketing channel; Third, four chapters have analyzed our country with emphasis future the refrigerator market main force market---Rural market; Fifth chapter has simply analyzed our country refrigerator itself development direction.This book selection is widespread, only expresses individual viewpoint, only supplies the reference. Key words: Refrigerator, marketing channel, market, countryside II 目 录 摘要...............................................................I Abstract.........................................................II 第一章 家电的营销渠道..........................................2 2.1 中国家电业的现状...........................................2 产销规模...............................................2 技术优势...............................................2 2.1.1 2.1.2 2.1.3、市场需求...............................................3 2.2 我国家电营销渠道概况.......................................3 我国家电营销渠道的演变历史.............................3 我国家电营销渠道的现状.................................6 我国家电营销渠道的趋势.................................8 2.2.1 2.2.2 2.2.3 第二章 农村家电市场发展.......................................12 3.1 农村家电行业..............................................12 3.1.1 市场背景......................................