飞利浦的营销策略分析.docxVIP

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摘要

近年来，中国经济和科技快速发展，小家电行业竞争激烈，而消费者对小家电的消费需求以及质量要求不断提升，越来越多的家电企业把竞争重点转移到营销策略上来。在竞争如此激烈的市场要获得自己的持续竞争优势，企业需要考虑的是如何扩大品牌优势，加强营销策略研究，最后赢得市场。这就需要企业转变传统的市场营销模式，创新营销理念、增强营销水平，继而达到理想的营销效果。

本文以市场营销基本理论作为基础，就小家电行业的外部环境以及相关的市场竞争格局这两个方面进行相应的分析。同时更是对当前的我国市场环境简单的介绍，然后通过简单介绍分析了目前我国小家电行业的发展现状。运用SWOT分析法，结合飞利浦自身优势劣势进行分析，进一步探究了飞利浦企业的营销策略，深入研究问题产生的原因，并根据问题给出解决措施。

关键词：飞利浦企业；品牌形象；网络营销；营销策略

ABSTRACT

?Inrecentyears,withtherapiddevelopmentofChina’seconomyandtechnology,thecompetitioninthesmallhomeapplianceindustryhasbecomefierce.Asconsumers’demandandqualityrequirementsforsmallhomeappliancescontinuetoincrease,moreandmorehomeappliancecompaniesareshiftingtheirfocusofcompetitiontomarketingstrategies.Inordertogainasustainedcompetitiveadvantageinsuchafiercelycompetitivemarket,enterprisesneedtoconsiderhowtoexpandtheirbrandadvantage,strengthenmarketingstrategyresearch,andultimatelywinthemarket.Thisrequiresenterprisestotransformtheirtraditionalmarketingmodels,innovatemarketingconcepts,enhancemarketinglevels,andultimatelyachieveidealmarketingresults.

Basedonthebasicmarketingtheory,thispaperanalyzestheexternalenvironmentofthesmallhomeapplianceindustryandtherelatedmarketcompetitionpattern.AtthesametimeisabriefintroductiontothecurrentmarketenvironmentinChina,andthenabriefintroductiontoanalyzingthecurrentdevelopmentstatusofChina’ssmallhomeapplianceindustry.UsingSWOTanalysis,combinedwithPhilip’sstrengthsandweaknessestoanalyze,furtherexploredthemarketingstrategyofPhilipsEnterprises,in-depthstudyofthecausesoftheproblem,andaccordingtotheproblemtogivethesolutionmeasures.

Keywords：Philipsenterprise;brandimage;networkmarketing;marketingstrategy

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TableofContents

TOC\o1-3\h\u26878ChapterOneIntroduction 1

29841ChapterTwoEnterpriseProfile 3

28484ChapterThreeSWOT