SHARK吸尘器营销策略探析.docxVIP

SHARK?吸尘器营销策略探析 中文摘要 随着家居生活水平的不断提高，家用电器的普及，家电行业竞争白热化的加剧， 一度出现倒闭，兼并的现象。比如在?2016?年底出现的美的收购伊莱克斯旗下子品牌 EUREKA（吸尘器业务品牌）。尽管?EUREKA?一度是北美市场比较领先的吸尘器品 牌，曾经一度活跃在北美市场前几名的市场占有率品牌中。但是类似这样的被收购的 现象在家电行业里面屡屡见诸报端。原因总是可以去分析出方方面面，但是其中一个 非常重要的原因是失败的企业没有能够成功的实现营销，实现与消费者价值的交换。 所以，研究营销战略及营销策略对于家电行业参与者?SHARK?尤其针对其吸尘器领域 的细分市场（北美吸尘器市场）显得尤为重要。 基于以上背景，本论文以?SHARK?吸尘器为研究对象，采用理论与实际相结合的 研究方法进行研究。首先，通过文献调阅，学习和借鉴国内外营销及营销策略相关的 理论并参考国内外专业期刊文献对于营销策略的研究成果；然后以?SHARK?吸尘器公 司为例，依托工作中积累的内外部相关数据、市场调研信息和案例，综合运用?SWOT 分析，STP?分析等多种方法进行研究。从该公司目前的营销策略现状入手，分析其内 外部优势和劣势，结合营销策略普世原则，用定性方法对?SHARK?吸尘器营销策略进 一步分析，找出当前存在的问题与原因，相应地提出适合?SHARK?吸尘器现实状况的 优化措施，希望为该公司业务的可持续性发展提供现实指导参考。 关键词：吸尘器,北美市场,营销策略 作 者：李 平 指导老师：钟旭东 I SHARK?Vacuum?Marketing?Strategy?Analysis Abstract Along?with?people’s?living?improvement,?together?with?popularity?of?home?appliance, strengthen?of?home?appliance’s?competition,?it?represented?company?close?down,?merged?in competitors?at?one?time.?For?example,?Midea?merged?the?well-known?vacuum?brand Eureka?which?was?one?of?Electrolux’s?subsidiaries?end?of?2016.?Even?Eureka?was?the leading?brand?in?North?America?vacuum?industry,?and?it?was?one?of?number?ten?market share?in?North?America?market?performance.?It?took?place?frequently.?For?sure?it?has?a?lot of?reasons?which?related?to?this?kind?of?merging?or?merged,?but?one?of?the?key?factor?is?the loser?may?not?success?in?proper?market?strategy?plan?and?actions,?make?deal?with consumers.?So,?investigation?on?market?strategy?will?come?to?be?very?important?for?player of?home?appliances,?especially?for?those?North?America?vacuum?cleaner?deliver companies. Based?on?above?background,?this?paper?chose?Shark?vacuum?as?the?abject?of?study?by collecting?theory?together?with?reality.?Firstly,?through?the?literature?reading,?learning?and studying?global?marketing?strategy?related?theories,?periodicals?and?magazines;?Secondly, Relying?on?marketing?investigation?data,?internal?and?external?cases.?Then?use?SWOT,?STP analysis?tools?to?do?research.?Starting?from?the?latest?status