美的集团的网络营销策略研究.docxVIP

PAGE PAGE 美的集团的网络营销策略研究 内 容 摘 要 近年来，伴随着网络技术的进步，数字化、网络化、智能化深入发展，网络营销发展迅速，在企业的经营发展中越来越重要，对营销系统的贡献也越来越大。在产品价格愈加透明、产品竞争愈加剧烈的情况下，家电企业需要制定行之有效的网络营销策略，把握住互联网销售的机遇，更好地应对市场的挑战。 本文在网络营销思维指引下，结合当前美的集团面临的网络营销环境，对其内外部环境和国内家电行业环境进行分析，探索和研究当前美的集团网络营销策略存在的问题，分别从产品问题、定价问题、渠道问题和促销问题进行一一阐述，并针对存在的问题分别提出优化建议。 通过本文的研究，希望促进美的集团网络营销策略的进一步发展，提升网络营销整体能力，增强企业知名度，获取更多的利润，并为其他家电企业制定网络营销策略提供借鉴参考。 关键词：网络营销；营销策略；PEST分析；SWOT分析 Research on the Network Marketing Strategy of Midea Abstract In recent years, with the advancement of network technology, the in-depth development of digitalization, networking, and intelligence, the rapid development of online marketing has become more and more important in business development, and its contribution to the marketing system has also increased. In the case of more transparent product prices and more fierce product competition, home appliance enterprises need to develop effective network marketing strategies, seize the opportunity of Internet sales, and better respond to the challenges of the market. Under the guidance of network marketing thinking, combined with the current network marketing environment faced by Midea Group, this article analyzes its internal and external environment and the home appliance industry environment, and discusses and studies the problems of Midea Groups network, respectively from product problems, price problems, channel problems and promotion problems, and puts forward optimization suggestions for the existing problems 。 Through the research in this article, I hope to promote the further development of Midea Groups online marketing strategy and enhance the overall ability of online marketing, enhance the popularity of enterprises, and obtain more profits, and provide reference for other home appliance enterprises to develop network marketing strategy. Key words: network marketing; marketing strategy; PEST analysis; SWOT analysis 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、绪论 1 （一）研究背景及意义 1 1. 研究背景 1