浅析我国家电企业促销策划方案.docVIP

中 文 摘 要 企业促销策划活动是一种具有创意性的专业实践，它涉及多方面的内容，诸如广告、产品、价格等等。面对家电行业日益激烈的竞争，做好促销策划方案，使企业的行为得到消费者的认可，成为公众的焦点，这不仅突显出了一个企业的营销策划实力，而且对企业的发展意义重大。 在借鉴他人以往研究经验的基础上，运用理论联系实际的方法，从对家电企业的现状和发展趋势的分析入手，较为系统全面地分析了家电企业如何做好促销策划方案，在企业营销目标、市场定位及营销组合策略策划等方面为企业促销策划提出了相应的对策和建议，以期能够对家电企业的市场营销的长远规划和市场竞争力的提高提供有效参考。 关键字：营销策划； 消费者； 营销目标； 市场定位 Abstract The promotion planning of enterprise is a activity with a creative professional practice, which involves many aspects, such as advertising, product, price, etc. Facing the tough competition of the household appliance industry, to complete the promotion plans, make enterprise behavior getting recognition of consumers and become the focus of the public not only show the strength of an enterprises marketing planning but also have a great significance to the development of a enterprise. Taken example by others’ previous research and based on using the method of the theory with the practice, it is more systematic and comprehensive to analysis the household appliance enterprises how to make the promotion plans well from the analysis of the present development situation and the competition of the household enterprises.The promotion of a enterprise puts forward to the corresponding countermeasure and suggestion on the market target, market positioning and marketing mix strategy planning, which is expected to provide a effective reference for the home appliance enterprises in making long-term market-planning and improving the market competitiveness. Key word: Marketing planning; Consumer; Marketing objectives; Market positioning 目 录 中文摘要..........................................................I 外文摘要.........................................................II 第一章 我国家电行业概况........................................1 1.1 家电行业的发展历程 .................................. 1.2 家电行业的现状分析................................... 1.3 家电行业未来的发展趋势............................... 第二章 家电企业的营销策划...................................... 2.1 营销目标策划......................................