毕业论文_XX空调论文.pdf

摘要:经过十多年的高速发展，我国空调行业现在已经进入品牌整合期，品牌集 中度较前期有了很大的提高，几大空调厂商生产规模扩张迅猛，主要品牌产销结 构具有极大的规模化优势，进一步压缩其他中小品牌的生存空间，市场竞争日益 激烈，而志高空调现阶段正处于自身发展的关键时期，承受着日趋繁重的竞争压 力，营销成为企业生存与发展的关键。本文选取了在空调行业比较典型的企业-- - 志高空调有限公司作为研究的对象，从多个角度分析了企业发展的众多要素，并 进行SWOT分析方法，归纳出志高产品的优势和营销方面的症结。最后，从产品策 略、渠道策略、促销策略等方面分别进行阐述，提出帮助志高空调突破销售瓶颈 的综合营销建议，改变企业营销的现状。 【关键字】 空调 营销 环境分析 1 ABSTRACT After a decade of rapid growth, Air-conditioning industry has now entered aperiod of consolidation in China, brand concentration increases at the same time .And ,the production capacity of major air conditioning manufacturers is in a rapid expansion, scale advantages will squeeze the living space of other brands in future,and the competitions among these corporations are fierce ,Chigo air conditioning in the domestic market is in a critical period of its own development, which is facing tremendous changes in internal and external environment, sales strategy is also very crucial to the development and survival. This research chooses the Broad Chigo as the representative sample to the Chigo companies. His research analyses the internal and external factors of Broad .It also combines the SWOT ways to analyze and induce the characteristics and weakness of Broad sales system. In the end, it expatiates from promotion strategy, channel strategy and other strategies independently to help Broad overcome the bottle neck in sales and change the hard situation. 【keyword】 Air-conditioner Marketing environmental analysis 2 目 录 1 志高公司简介及空调行业发展现状1 1.1 志高公司简介1 1.2 空调行业发展现状 1 2 志高空调竞争环境及SWOT分析2 2.1 竞争环境分析2 2.2 志高空调SWOT分析4 3 志高空调营销存在的问题7 3.1 市场定位不清晰7 3.2 参与恶性价格