西门子家用电器营销策略分析 (3).docVIP

PAGE 西门子家用电器营销策略分析 [摘要] 管理大师彼得·德鲁克说过：“因为企业的目标是创造客户，因此企业的有两个并且只有两个基本功能：市场营销和创新。”本文在市场营销和品牌营销的理论基础上分析家用电器企业西门子成功的营销策略，通过对我国家电行业发展的内外部环境和西门子家电所具有的优势和劣势进行全面系统的分析，以市场营销、品牌营销的相关理论为基础，重点分析西门子家用电器的营销策略。希望能给国内其他家用电器企业一定的启示和借鉴。文章的主题分为四个部分：第一个部分主要从三个方面综述与本文相关的理论知识；第二个部分主要分析介绍西门子公司和我国家用电器行业发展现状(侧重营销方面)；第三部分是对西门子家用电器的营销策略的研究分析，重点分析西门子的营销策略的选择。；第四部分主要分析西门子家用电器营销策略目前存在的问题并针对问题提出优化建议。 [关键字] 西门子家电 营销策略 建议 Siemens Home Appliances Marketing Strategy [Abstract] management guru Peter Deruk said: because of the enterprises goal is to create customers, so the enterprise has two and only two basic functions: marketing and innovation. In this paper, analysis of household electrical appliance enterprises Siemens successful marketing strategy on the basis of theory of marketing and brand marketing, through the development of Chinas home appliance industry and external environment and Siemens appliance has the advantages and disadvantages of overall and systematic analysis, theories related to marketing, brand marketing as the foundation, focuses on the analysis of household electrical appliances Siemens marketing strategy. The hope can give enlightenment to other domestic household electrical appliance enterprises must and reference. The theme of this article is divided into four parts: the first part mainly summarized in three aspects of theoretical knowledge related to this paper; the second part mainly on the analysis of Siemens company and Chinas household electrical appliance industry development present situation (focusing on Marketing); third part is the analysis of the marketing strategy research of electrical Siemens home, focus on the analysis of Siemens marketing strategy choice. The fourth part mainly analyzes the present; marketing strategy Siemens household electrical problems and puts forward some suggestions for optimization. [keyword] :Siemens electrical appliances marketing strategy suggestions  目 录 TOC \o 1-2 \h \z \u 一、理论概述 1 （一）市场营销 1 （二）品牌营销 1 （三）文化营