本科毕业论文---tcl公司在家电下乡中的市场营销策略研究.docVIP

摘 要 近年来，国家为了促进社会主义新农村建设、提高农村居民生活质量、农村消费、通过相互协调一致的产品策略、价格策略、渠道策略和促销策略，为顾客提供满意的商品和服务ABSTRACT In recent years, household electrical appliance launched the proactive fiscal policy in order to promote constructing a new socialist countryside. The life-quality of rural residents can be improved, the rural consumption can be boosted, and the rural distribution service system can be improved too. With the gradual deepening of the work of home appliances, how to play a greater role in policy more effectively has become a important topic of concern for relevant state departments, academia and household electrical appliances producers. How to seize opportunities and maximize revenue in such a favorable situation for household electrical appliance enterprises? In the intense competition industry, product substitutability is strong and it is the buyers market. it is necessary to getting more consumer recognition and buy more products for maintain performance in the process of household electrical appliance enterprises continually grow. Thus, TCL is suggested by mutually coherent product strategy, pricing strategy, channel strategy and marketing strategy to provide customers with satisfactory products and services Based on such a large environment, the paper uses marketing and management knowledge, analysis the business opportunities in the grasp of marketing strategy adjustments when the problems faced by household electrical appliance made in TCL Marketing Company portfolio strategy and implement the recommendations. This study also provides suggestions for TCL Company to grasp the opportunity to establish a sound marketing strategy. Keywords:TCL, household electrical appliance, household electrical appliance market, industry status, marketing strategy 目 录 摘要 I Abstract II 1 绪论 1 1.1 研究背景及意义 1 1.2 研究对象和方法 2 2 相关文献回顾 3 2.1 市场营销概述 3 2.2 4Ps营销组合概述 4 3 我国农村家电市场营销环境分析 6 3.1 农村居民消费现状 6 3.2 家电市场行业现状 9 3.3 家电下乡存在的问题 13 4 TCL公司SWOT分析 15 4.1 TCL公司概况 15 4.2 TCL公司SWOT分析