杭一电器有限公司营销策略研究.docVIP

杭一电器有限公司营销策略研究 营销1002班 陈东红 指导教师 汤筱晓 摘 要：改革开放以来，中国经济腾飞，为了打开国内外市场，众多中小企业采用代加工方式开拓市场，为中国经济做出了巨大的贡献，代加工的方式也获得了长足的发展，近年来，电器行业市场需求的增加，以及国家从政策上扶持，国内逐渐出现了一批中大型电器企业。也同时带动了电器配件生产加工企业的发展。但随着国内外市场环境的变化，大多数从事配件生产加工中小企业处于全球价值链的低端，获利微薄，面临巨大的挑战,配件加工企业产品的生产与消费的形式不同于传统产品决定了企业的市场营销不同于传统经济理论的新特征。此篇论文以杭一电器有限公司的营销模式为分析切入点，运用营销策略相关理论，对其现在的营销瓶颈加以阐述，探索适合自身特点的可持续发展道路，使企业在市场的大环境下发展并强大。 关键词：代加工；定位；营销策略；杭一电器 The Marketing Strategy Research Of Hang Yi Electric Appliance limited company Marketing class 1002 Chen DongHong Instructor: Tang XiaoXiao Abstract: Since Chinas reform and opening up, processing trade as an important way of our participation of international competition, gained great development, the electrical appliances industry market demand increases, domestic developed a batch of large electric appliance enterprise. At the same time also lead to the development of electrical accessories production and processing enterprises. But as the change of market environment at home and abroad in recent years, most of accessories production and processing of small and medium-sized enterprises in the global value chain of low-end, little profit, face enormous challenges, accessories processing enterprise of production and consumption in the form of different from traditional product determines the enterprise marketing new features different from the traditional economic theory. This paper is to hang Yi electric appliance co., LTD., the marketing model for the analysis of the breakthrough point, using the marketing strategy related theory, expatiates on its current marketing bottlenecks, suitable to explore the characteristics of its own sustainable development path, make the enterprise under the environment of market development and strong. Key words: OEM; positioning; marketing strategy; Hang Yi Electrical Applian杭一电器有限公司营销策略研究 营销1002班陈东红 指导教师：汤筱晓 进入21世纪以来，科技的日新月异，正逐步引导人类生活走向智能化，2013年九月，小米盒子横空出世，全新的设计理