厦华彩电国内市场营销战略研究.docVIP

重庆大学硕士学位论文 重庆大学 硕士学位论文 厦华彩电国内市场营销战略研究 姓名：陈大忠 申请学位级别：硕士 专业：工商管理 导教师：马果ABSTRACT As home appliance industry enters the period of maturity，the time of low profit comes. Meanwhile, with the rising 邵 of new retailing featured in kane appliance chains, home appliance manufacturers lost control on channel gradually. Consequently, the shortcomings of over competition appear: production capacity surplus, large stock, huge maiketbg cost, vicious competition on price, and homogeneity of product and marketing. How to make differentiatai maiketing strategy and implemsBt it efficiently will be the only way for the firms to survive in the markets. As one of local femous home appliance, Xiamen Overseas Chinese Electronic Co., Lfcl{ XOCECO hereinafter) form and implement a marketing strategy of specialization and backwards integration to adapt to the competition situation of color TV iadustiy according to own size and capital condition after several years market experiences. This strategy can exert XOCECOs technoldgicai advantages while its disadvantages lies in ambiguity of implementation. How to make Ml use of own superiority and avoid inferiority is the key problem when stipulating and implementing marketing strategy. In this dissertation, the competition situation and color TV business are analyzed and diapiosed combined with the characteristics of color TV industiy and frad^cntal tiieoiy and SWOT analysis first. Then, it is concluded that only through constant innovation of market, update of management concepts, improvement of management style, and pursue of best market combination, can firm get much bigger and stronger and better known of brand in the hard competition. Finally, the tactics of marketing combination and implementation plan of XOCECO is raised to try to be close to the end users and enhance competitive advantage. Key words: XOCECO, Marketing Strategy, Implementation, 独创性声明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研 究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他 人发表或撰写过的研究成