市场营销-格力空调的营销策略研究.docVIP

PAGE 14 格力空调的营销策略研究 摘要 我国空调行业的发展开始于上世纪70年代，伴随着改革开放以来经济的持续增长，空调行业也出现了飞跃式的发展。2011年被称为我国空调行业的政策销售年，“节能惠民”和“以旧换新”等政策的实施，进一步刺激着空调制造业的发展。正确的营销策略成为空调制造企业取得竞争优势的法宝。 格力空调长期以技术作为自身的核心竞争力，但在营销传播方面的投入和产出存在一些问题。 在本文中，结合具体实践的经验和多个相关的市场营销理论，运用定量分析、文献研究、理论探讨的研究方法，4P理论，STP理论，SWOT分析法，在格力空调的市场定位的策略、产品的策略、价格的策略、分销的策略、促销的策略、销售队伍建设五点上做细致的分析研究，最后优化了格力空调市场营销策略。 关键词：空调；市场营销；格力电器 Abstract Development of Chinas air-conditioning industry began in the 1970s, along with the reform and opening up and sustained economic growth, the air conditioning industry, there have been leaps and bounds. Domestic air-conditioning manufacturing enterprise production mode from the simple introduction or imitation is gradually turning into a strong focus on training of independent research and development capabilities, in terms of product categories, different specifications, performance, and other technologies have made some development, continued to narrow the gap with foreign advanced companies . Implementation of policies sold in 2011 is known as our air-conditioning industry, Energy Huimin and TM and other policies to further stimulate the development of air conditioning manufacturing industry. Right marketing strategy to become air-conditioning manufacturing enterprises to obtain competitive advantages magic. In this paper, combined with experience and a number of related marketing theory practice, the use of quantitative analysis, literature research, theoretical discussion of research methods, 4P theory, STP theory, SWOT analysis and Porters five force analysis, respectively, from macro and micro aspects. Gree air-conditioning which analyzes the entire market environment and their own business, and find out in line with the market and its marketing strategy. In particular, the policy Gree air conditioner market positioning, product strategy, pricing strategy, distribution strategy, promotion strategy, do meticulous analysis of the sales team building five points, the final optimization of the Gree mar