美的市场营销策略分析.docxVIP

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摘要

随着中国经济和科技的不断发展，我国的家电市场不断成熟，商品同质化日益严重，消费者对家电的消费需求以及质量要求不断提升，家电企业间的竞争不再局限于产品质量、制造工艺以及技术开发之间的争夺，越来越多的家电企业把竞争重点转移到营销策略上来。家电企业要想在激烈的市场竞争中发展生存，就必须加强对自己的营销策略的研究。营销策略是中国家电企业发展壮大进程中至关重要的因素，尤其是在产品同类化、供相对大于求的买方市场中，只要拥有高超、睿智、高瞻远瞩的策略，就能在较大程度上赢得先机、拥有市场。因此，如何迎合消费者对产品和消费方式的新需求制定出最适合最有利于企业发展的营销策略成为每个企业必须面对和解决的问题。

本文以市场营销策略的基本理论和方法为基础，综合运用4P分析法以及SWOT分析法，对美的当前的市场营销策略以及在家电市场中的优势与劣势，所面临的机会与威胁，美的价格策略，促销策略，渠道策略以及产品策略进行全面剖析，对美的的营销策略提出一些建议，使美的在维护自身在家电市场现有地位的基础上，能够进一步开拓并发展农村市场。

关键词：美的；营销策略；家电

ABSTRACT

WiththecontinuousdevelopmentofChina’seconomyandsciencetechnology,China’shomeappliancemarketismaturing,andcommodityhomogenizationisbecomingmoreandmoreserious.Besides,consumers’consumptiondemandandqualityrequirementsforhomeappliancesarealsoimprovingcontinuously.Thecompetitionbetweenhomeapplianceenterprisesisnolongerlimitedtothecompetitionbetweenproductquality,manufacturingtechnologyandtechnologydevelopment,moreandmorehomeapplianceenterprisesshiftthefocusofthecompetitiontothemarketingstrategy.Ifhomeapplianceenterpriseswanttodevelopandsurviveinthefiercemarketcompetition,theymuststrengthentheresearchoftheirownmarketingstrategies.MarketingstrategyisacrucialfactorinthedevelopmentandexpansionprocessofChinesehouseholdapplianceenterprises,especiallyinthebuyer’smarketwheretheproductsaresimilarandthesupplyisrelativelygreaterthandemand.Aslongasyouhavesuperb,intelligent,far-sightedstrategies,youcanwintheleadandownthemarkettoalargeextent.Therefore,howtomeetthenewneedsofconsumersforproductsandconsumptionpatternstoformulatethemostsuitableandmostconducivetothedevelopmentoftheenterprisemarketingstrategyhasbecomeaproblemthateveryenterprisemustfaceandsolve.

Basedonthebasictheoriesandmethodsofmarketingstrategy,thispapercomprehensivelyuses4PanalysismethodandSWOTanalysismethodtomak