大金空调市场营销策略研究.docVIP

第 PAGE II 页 大金空调市场营销策略研究 摘 要 大金集团于 1995 年在中国地区设立大金（中国）投资有限公司，近年来，以上海、北京两大地区为中心，不断延伸至各省、市、县级地区拓展其空调业务。在家用中央空调和商用中央空调多联机领域，大金空调不负于空调领先者的美名，在全球及中国地区均连续十余年成为行业领跑者。基于此本文对大金空调市场营销展开研究，本文第一章绪论，主要介绍研究背景和意义，研究思路及论文结构的安排。第二章相关理论与文献综述，主要介绍论文涉及的相关理论和国内外文献综述。第三章介绍大金空调背景和市场营销现状分析。第四章介绍大金空调市场营销策略面临的问题，主要包括产品、价格、促销、渠道策略四个方面。第五章从产品、价格、促销、渠道四个方面，介绍完善大金空调市场营销策略的对策。 关键词：大金空调，市场营销，策略 Abstract In 1995， Daikin group set up Daikin （China） Investment Co.， Ltd. in China. In recent years, with Shanghai and Beijing as the center, it has continuously extended to provinces, cities and counties to expand its air conditioning business. In the field of household central air-conditioning and commercial central air-conditioning, Daikin air-conditioning is not inferior to the reputation of air-conditioning leader, and has become the industry leader in the world and China for more than ten years. Based on this, this paper studies the marketing of Dajin air conditioner. The first chapter of this paper introduces the research background and significance, research ideas and the arrangement of the paper structure. The second chapter is related theory and literature review, mainly introduces the related theory and literature review at home and abroad. The third chapter introduces the background and marketing status of Dajin air conditioner. The fourth chapter introduces the marketing strategy of Dajin air conditioner, including product, price, promotion and channel strategy. The fifth chapter from the product, price, promotion, channel four aspects, introduced the consummation Dajin air conditioning marketing strategy countermeasure. Keywords: Dajin air conditioner, marketing, strategy 目 录 TOC \o 1-3 \h \z \u 第一章 绪论 1 1.1研究背景 1 1.2研究意义 1 1.3研究思路及论文结构安排 2 第二章 相关理论与文献综述 3 2.1相关理论 3 2.2国外相关文献综述 3 2.3国内相关文献综述 4 第三章 大金空调背景和市场营销现状分析 6 3.1大金空调介绍 6 3.2大金空调市场营销现状 6 3.3空调行业的市场营销现状 7 第四章 大金空调市场营销策略面临的问题 9 4.1 产品策略营销方面面临的问题 9 4.2 价格策略营销方面面临的问题 9 4.3 促销策略营销方面面临的问题 9