《容声冰箱的价格策略研究.docVIP

目 次 1 绪论 1 1.1 研究背景 1 1.2 研究意义 2 1.3 研究内容与方法 2 1.3.1 研究内容 2 1.3.2 研究方法 2 2 价格营销相关理论概述 3 2.1 价格策略的概念 3 2.2 价格策略和零售表现 3 2.3 价格营销的适用范围 5 2.4 价格策略定价方法 6 3 容声冰箱的营销环境分析 7 3.1 宏观环境分析 7 3.1.1 政治法律环境分析 7 3.1.2 经济环境分析 7 3.2 容声冰箱的行业环境分析 9 3.2.1 冰箱行业的基本特点 9 3.2.2 冰箱行业的发展现状 9 3.2.3 冰箱行业的发展趋势 10 3.3 容声冰箱竞争环境分析 10 3.3.1 容声冰箱概述 10 3.3.2 容声冰箱面临的竞争与挑战 11 3.3.3 容声冰箱面临的竞争特点 12 4 容声冰箱价格现状的分析及存在的问题 12 4.1 容声冰箱价格体系现状分析 12 4.2 容声冰箱价格营销实施存在的问题 13 5 容声冰箱价格策略改进方案 14 结束语 17 致谢 18 参考文献 19 摘要 随着近几年家电行业的迅速发展、国内冰箱行业的竞争以及国外知名冰箱品牌的介入，使得容声冰箱在行业竞争方面的压力越来越大。本文针对这一问题，从价格策略的角度上对容声冰箱如何在日益激烈的国际国内冰箱同行业竞争中占据优势进行了分析。同时使得容声冰箱在保证质量的前提下实施价格营销策略，打好价格战，从而赢得消费者们的青睐。价格策略是指企业通过对顾客需求的估量和成本分析，选择一种能吸引顾客、实现市场营销组合的策略。在激烈的行业竞争中，价格的高低已经成为衡量消费者对于产品青睐度的越来越重要的因素。实施好价格策略，不仅有助于企业加强对产品成本、渠道价格、终端价格等的管理与控制，同时能够帮助企业形成完善的销售链条，促进产品的销售。 关键词：容声冰箱 价格策略 营销 Abstract With the rapid development in recent years, the home appliance industry in the domestic refrigerator industry competition and the involvement of foreign well-known brand refrigerators, Ronshen refrigerator and the pressure of competition in the industry more. Aiming at this problem, from the price strategy of how to RonShen refrigerator in the international and domestic refrigerator increasingly fierce competition in the industry to occupy the advantage analysis. At the same time, the implementation of price RonShen Refrigerator Marketing Strategy under the premise of guaranteeing quality, good price, to win the favor of consumers. Price strategy is refers to the enterprise through the measure and cost analysis of customer needs, choose one to attract customers, marketing combination strategy. In the fierce competition in the industry, the price level has become the measure of consumer more important factors in favor of more products. The implementation of price strategy, not only help enterprises to strengthen the management and control of cost of products, price, channel terminal price, also can help the enterprise to form