格力空调品牌策划与研究.docx

摘要：在所有家用电器中，空调算是很早就进入城市家庭的家用电器，现在已经是每一个家庭不可或缺的家用电器。后来随着经济的腾飞，农村也渐渐普及了。空调市场经过多年的发展，在我国无论是价格、技术还是销售渠道已经渐渐成熟。本文分为六章：第一章介绍格力公司的发展史；第二章介绍空调对人们的影响；第三章介绍空调的基础原理和分类；第四章介绍格力品牌策略；第五章格力品牌优劣分析；第六章格力的产品；第七章格力如何做大做强；第八章进入农村市场关键词：格力、空调、品牌、销售渠道、农村AbstractIn all household appliances, household appliances, air conditioning is considered a very early into urban households, is now an integral part of every household appliances. Later, with the rapid economic growth in rural areas has gradually popularized. Air conditioning market after years of development in our country regardless of price, technology or sales channel has gradually matured. This paper is divided into six chapters: The first chapter introduces the history of Gree company; the second chapter describes the impact on peoples air conditioning; third chapter introduces the basic principles of air conditioning and classification; fourth chapter Gree brand strategy; Chapter Gree brand the pros and cons analysis; Chapter Gree products; Chapter VII Gree how bigger and stronger; Chapter VIII into the rural marketKeywords: Gree air conditioning, brand, sales channels, rural目录摘要…………………………………………………………………………………………...2Abstract…………………………………………………………………………………….....3目录…………………………………………………………………………………………...4第一章 概述………………………………………………………………………………….5 1、格力公司的发展史………………………………………………………………….5第二章 空调对人们生活的影响…………………………………………………………….6 2.1、空调对生活好的影响……………………………………………………………..6 2.2、空调对生活坏的影响…………………………………………………………..…6第三章 空调的基本原理和分类………………………………………………………..…. 6 3.1、空调的基本原理…………………………………………………………………..6 3.2、空调的分类………………………………………………………………………..8第四章 格力品牌策略………………………………………………………………………...9 4.1格力品牌定位………………………………………………………………….....…9 4.2格力品牌设计…………………………………………………………………….....9 4.3格力品牌构架…………………………………………………………………...…10 4.4格力品牌宣传………………………………………………………………...……10第五章 格力品牌优劣分析………………………………………………………………….11 5.1 格力品牌竞争优势…………………………………………………………...…….11 5.2 格力品牌出现的问题…………………………………………….………………...12第六章 格力的产品……………………………………………………………………..…...15 6.1 格力产品的分类…………………………………………………………………....15 6.2 产