柳州tcl液晶电视的市e场分析与营销策划(新).doc

广西工学院毕业论文 论文题目“TCL”液晶电视柳州市场分析及营销计划 姓名 田 甜 系别 管 理 系 专业 公共事业管理 班别 公共事业管理061班 指导教师 程 广 超 日期 2010年5月14日 摘要 TCL集团股份有限公司创立于1981年，是中国最大的、全球性规模经营的消费类电子企业集团之一，旗下拥有三家上市公司, TCL多媒体科技是其中一家。经过近三十年的发展，TCL多媒体科技借中国改革开放的东风，秉承敬业奉献、锐意创新的企业精神成为了集团的中流砥柱。TCL液晶电视起初以性价比高的优势在柳州有着不错的市场占有率，但随着液晶硬件研发迅速、生产技术飞速提高、进军中国家电市场的厂商越来越多以及各大液晶电视生产商（索尼、三星、海信、创维等）加大对生产和销售的投入，TCL液晶电视的优势受到了严重冲击，自身优势的丧失，就意味着市场营销额、市场占有率的下降。面对现在激烈的竞争环境，需要对市场进行从新分析，对产品从新定位，寻找新的目标市场和指制定新的营销策略组合。 本计划在分析外部环境、竞争环境、营销环境、内部环境因素的基础上，完成寻找新的市场机会的目的，为了达成设定的营销目标，对营销策略进行了系统性设计，并制定了详细的行动计划和调研评估等。 关键词：市场分析，营销策略，活动计划 Abstract “TCL” Group Limited liability company was founded in 1981, is the largest, global scale of operation in one of the consumer electronics business group, owns three listed companies, TCL Multimedia Technology is one. After nearly a decade of development, TCL Multimedia Technology by east Chinas reform and opening up, professional offer，industry dedication and innovation of the entrepreneurial spirit to become the backbone of the group. TCL LCD TV first to the advantage of cost-effective in LiuZhou has a good market share, but with the rapid development of LCD hardware, manufacturing and technology are rapidly improving, to enter the Chinese appliance market, more and more manufacturers and major LCD TV manufacturers (Sony , Samsung, Hisense, Skyworth) to increase production and sales of inputs, TCL LCD TVs strengths is severely impact the loss of their own advantages, it means the amount of marketing, market share decline. Face of the present competitive environment, the need for new market analysis, new product positioning, target market and find new means to develop new marketing strategy combination. The plan of the external environment, competitive environment, marketing environment, internal environmental factors, based on new market opportunities on completion of the purpose, in order to achieve hypothesis marketing objectives, m