美的家用空调的营销策略讲解.doc

毕业设计（论文） 题 目 美的家用空调的营销策略分析 届： 专 业： 学生姓名： 学 号： 指导老师： 职 称： 2014年 11月 24 日 美的家用空调营销策略分析摘要美的集团是以家电制造业为主的大型综合性企业集团，2013年9月18日在深交所上市，旗下拥有小天鹅、威灵控股两家子上市公司。Analysis of household air conditioner marketing strategy of beauty [Abstract] With the rapid development of Chinas economy, people life level unceasing enhancement, greatly promoted the prosperity of Chinas air conditioning industry. According to statistics, in 2014 Chinas air-conditioning production and sales reached 96.7 million and 106 million respectively, has become one of the important industry of the national economy continued to boom in China. Chinas air conditioner market is so great, to each big air conditioning manufacturers bring unlimited opportunities. Midea group was mainly used for household appliance manufacturing in large-scale comprehensive enterprise group, listed on the Shenzhen stock exchange on September 18, 2013, which owns the whistling, welling holding subsidiaries of listed companies. Midea group as well as the electric faucet in the search for and seize the opportunities, always stubborn in the face of intense competition from all sides. This paper first reviews the research on marketing status quo, research ideas, research methods such as marketing theory, determine the research road map. Then analysis the macro environment of Chinas air conditioning industry, including population environment, economic environment, political law environment, natural environment, social environment and technology environment . To Midea air-conditioning air-conditioning industry in China can continue to achieve good results, China based air conditioning market, finally, the paper focus on the beautiful air conditioning products, channel, price and promotion etc. Several important marketing points,