《开利空调价格竞争策略研究》-毕业论文.docVIP

l l 毕业论文（设计） 题 目 开利空调价格竞争策略研究 l 开利空调价格竞争策略研究 专业：市场营销 学生： 指导教师： 【摘 要】本文研究的目的：一是阐述价格竞争存在的必然性和不合理性，提出在面对价格竞争问题时应具备的观念。二是认识到如何将价格竞争策略与营销组合相结合达到利润的持续增长，分析如何运用定价策略引导销售。三是对空调行业可持续发展战略进行探究，并对非价格竞争策略进行初步分析。 本文研究方法：综合运用经济学理论、市场价格策略、定价方法及其运用的相关理论等知识，对空调行业价格竞争现状进行理论分析和实证分析。理论分析和实证分析的有机结合，为全文的深入研究奠定坚实基础，为我国空调业价格竞争机制的适当调整提供科学依据，以促进该行业稳步健康的发展。 本文研究成果与结论：本文结合产品和竞争对手，讨论了开利的竞争优势和竞争策略，以及根据竞争策略所制定的产品、价格、成本、促销、渠道等各方面的策略。主要针对开利在中国市场遇到的价格竞争进行了深入探讨和策略应对分析。不仅为解决本公司面对的价格竞争和价格管理，也同时为类似的国内大中型中央空调企业竞争策略的制定和实施提供借鉴。本文研究的内容主要有(1)市场定价理论及应用;(2)中央空调的行业分析;(3)开利公司的企业分析;(4)开利的竞争策略;(5)服从于竞争策略的价格策略;(6)价格策略的实施以及进一步需要研究的内容。 【关键词】中央空调 竞争策略 价格策略 价格竞争 The carrier air conditioning price competition strategy research 【Abstract】 The purpose of this study: First, there is explained the inevitability of price competition and the irrationality of the issues raised in the face of price competition should have the idea. Second is to recognize how the price competition strategy and marketing mix to achieve the combination of continued profit growth, pricing strategies of how to guide sales. Third, the air conditioning industry to explore strategies for sustainable development, and non-price competition strategy preliminary analysis. This research method: the integrated use of economic theory, market pricing strategies, pricing methods and the use of the knowledge of the relevant theory, price competition on the status of air-conditioning industry, theoretical and empirical analysis. Theoretical and empirical analysis of the organic combination of in-depth study for the full-text lays a solid foundation for China air conditioning industry, price competition to provide the scientific basis for appropriate adjustments in order to promote steady and healthy development of the industry. In this paper, results and conclusions: This paper products and competitors, discussed the Carriers competitive advantage and competitive strategy, competitive strategy and formulated according to product, p