格力电器营销战略分析-工商管理专业论文.docx

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract Gree Electric Appliances enjoys the title of the countrys largest production and sales of air conditioning enterprises for 18 consecutive years till now, it has been the worlds largest air conditioner manufacturer for 8 consecutive years. Its marketing strategy not only decides the development trend of Gree Electric Appliances, but also has a profound impact on China home appliance industry and it even influences the future of the world air-conditioning industry. Analysis on Gree Electric appliances marketing strategy is helpful to realize its vision and development goals. It is enlightening for China home appliance industry from “made in China to “created in China”. In this thesis, it analyzes the Marketing Strategy environment of Gree Electric Appliances in two aspects, external environment and internal environment. First of all, it analyzes overall external environment of Gree Electric Appliances through the PESTEL model; it also analyzes the industry environment of Gree Electric Appliances through the Potter five forces model; then it analyzes the competition environment of Gree Electric Appliance through the study of main competitors. Secondly, it analyzes the internal environment of Gree Electric Appliances through the study of its value chain. This thesis analyzes the internal advantages and disadvantages and external opportunities and threats of Gree Electric Appliances according to the SWOT model. They combined and formed the SO strategy, WO strategy, ST strategy and WT strategy. It analyzes the feasibility of the four kinds of marketing strategy respectively according to the vision of Gree Electric Appliances, the target of the management and performance. Finally, SO strategy, which is growth strategy, is recommended as Marketing Strategy of Gree Electric Appliances. According to the Marketing Strategy of Gree Electric Appliance, this thesis advises that the Marketing of Gree Electric Appliances to take 4