tcl公司在家电下乡中的市场营销策略研究毕设论文.doc

TCL公司在家电下乡中的市场营销策略研究 第 PAGE IV 页 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、拉动农村消费、完善农村流通服务体系，并扶持家电产业发展，推出了家电下乡这一积极财政政策。随着家电下乡工作逐渐深入，如何发挥政策的更大作用、产生更大成效，已经成为国家相关部门、学术界和家电企业关注的重要话题。 家电企业在这样的大好形势下如何抢占先机、获得最大收益？在行业竞争激烈、产品可替代性强、买方市场的营销环境下，要想保持业绩在家电下乡过程中的持续增长，如何获得更多消费者的认可并购买是企业的关键所在。因此，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，已成为致胜的一环。 本文正是基于这样的大环境，以TCL公司为例，运用营销管理相关知识，分析了家电企业在把握家电下乡机遇时进行营销策略调整所面临的问题，提出TCL公司家电下乡中的营销组合策略及实施建议。 希望通过本次研究，能够为TCL公司把握家电下乡政策的机遇、建立完善的营销策略提供一些有益的参考! 关键词：TCL，家电下乡，家电市场，行业现状，营销策略 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 al