专业连锁店品牌化营销策略分析 毕业论文.docVIP

专业连锁店品牌化营销策略分析 ——以宁波五星电器为例 摘要：在经济快速发展和家电连锁企业竞争日趋激烈的今天,企业应更加注重满足顾客的需求,家电连锁企业经营的核心就是洞悉市场,满足顾客需求,提高顾客满意度,创造顾客忠诚,以赢得长期发展和竞争优势,因此,顾客满意成了家电连锁企业活动的基本准则。全文包括正文六章。第一章绪论，阐述了论文写作的背景、意义。第二章主要介绍了论文所需要运用的实际和理论基础。第三章从宏观环境、消费者市场、行业竞争、竞争对手四个方面对家电行业进行环境分析。第四章对五星电器公司进行分析并指出了公司内存在的问题。第五章提出了相应的品牌化营销策略。 关键字：营销策略；五星电器；顾客满意 Professional chain of brand marketing strategy ——A Case Study of Ningbo Five Star Appliance Abstract:In the rapid economic development and an increasingly competitive home appliance chain enterprises today, enterprises should pay more attention to meet customer needs, home appliance chains core business is the insight into the market to meet customer needs, improve customer satisfaction and create customer loyalty, to win the long-term development And competitive advantage, therefore, customer satisfaction, home appliance chain has become the basic norms of corporate activities. Full-text includes text of six chapters. The first chapter, writing paper describes the background, significance. The second chapter introduces the thesis of the need to apply the practical and theoretical basis. Chapter from the macro environment, consumer market, industry competition, competitors on the home appliances industry in four areas of environmental analysis. Five Star Chapter of the analysis of the company and pointed out the problems within the company. Chapter V presented the corresponding brand marketing strategy. Key words:Marketing Strategy Five Star Appliance Customer Satisfaction 目 录 摘要 关键词 Abstract Key words 1绪论 5 1.1论文的研究背景和意义 5 1.1.1研究背景：家电行业现状 5 1.1.2论文的研究意义 5 2环境分析 6 2.1宏观环境分析 6 2.2微观环境分析 7 2.3家电零售行业分析 8 2.3.1现有竞争对手分析 8 2.3.2潜在进入威胁分析 11 2.3.3替代产品的压力分析 11 2.3.4供应商谈判能力和品类分析 11 2.4 SWOT分析 12 2.4.1优势 12 2.4.2劣势 13 2.4.3机会 13 2.4.4威胁 14 2.5总结 14 3宁波星普五星电器有限公司现状及问题分析 15 3.1公司基本概况 15 3.2现存的主要问题 15 4五星电器公司营销组合策略 16 4.1产品策略 16 4.2价格策略 17 4.3渠道策略 18 4.4促销策略 18 4.5服务策略 18 4.6整合营销策略 19 5宁波五星电器针对问题的品牌化的营销策略 19 5.1定位策略 19 5.1.1市场细分 20 5.1.2目标市场选择 21 5.1.3五星电器的定位 21 5.2产品营销策