小家电2.docVIP

题 目：小家电市场营销现状及营销策略探讨 学生 姓 名：于海明 专业：市场营销 层次及形式： 年级：2009级 成 绩： 目 录 摘 要……………………………………………………………………………Ⅰ Abstract…………………………………………………………………………Ⅱ 前 言…………………………………………………………………………1 一、小家电市场营销现状分析…………………………………………………………1 （一）小家电市场面临的主要问题…………………………………………………1 （二）原因分析………………………………………………………………………1 二、小家电市场营销策略探讨…………………………………………………………2 （一）产品策略创新……………………………………………………………页码 （二）渠道创新……………………………………………………………页码 （三）业务员管理……………………………………………………………页码 （四）价格策略转型……………………………………………………………页码 （五）促销策略创新……………………………………………………………页码 （六）加强营销信息管理：S/S管………………………………………………页码 结 论………………………………………………………………………页码 参考文献………………………………………………………………………页码 摘 要 近几年来,随着国内大家电市场趋于饱和,市场上表现出来的供求矛盾日显突出.而在小家电领域,尽管各种媒介宣称小家电市场发展迅速,利润空间巨大,发展前景诱人,但实际上小家电的利润空间不断下降,到了价格战一触即发的临界状况.本文针对小家电企业面临的一些问题,进而提出改变旧有的市场观念及管理模式,从而营造一种有利于小家电企业发展的创新营销模式.In recent years, tend towards saturation with large electrical home appliancesmarket domestic, market supply and demand that show contradiction show outstanding day. In the fields of small electrical home appliances, though various kinds of media declare the light electrical home appliances market develop rapidly, profit space enormous, captivating development prospect have, but small profit space of electrical home appliances drop constantly in fact, have reached the critical state that the price war may be triggered at any moment. To little classification and light some problems that household appliances enterprise face of electrical home appliances this text, and then propose changing some old ideas of market and management mode, thus build a kind of innovative marketing mode which is favorable to small development of household appliances enterprise.  Key words：Small electrical home appliances market; Marketing current situation; Marketing tactics; Discussion Ⅱ 前 言 近年,随着国内大家电市场趋于饱和,市场上表现出来的供求矛盾日显突出.而在小家电领域,尽管各种媒介宣称小家电市场发展迅速,利润空间巨大,发展前景诱人.但实际上小家电的利润空间不断下降,到了价格战一触即发的临界状况.特别是自从国家强制性执行提高进入小家电领域的门槛,同时部分产品领域将推行准入制度,如燃气