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1、TCL公司在家電下鄉(xiāng)中地市場營銷策略研究第IV頁摘要近年來,國家為了促進社會主義新農(nóng)村建設(shè)、提高農(nóng)村居民生活質(zhì)量、拉動農(nóng)村消費、完善農(nóng)村流通服務(wù)體系,并扶持家電產(chǎn)業(yè)發(fā)展,推出了家電下鄉(xiāng)這一積極財政政策.隨著家電下鄉(xiāng)工作逐漸深入,如何發(fā)揮政策地更大作用、產(chǎn)生更大成效,已經(jīng)成為國家相關(guān)部門、學(xué)術(shù)界和家電企業(yè)關(guān)注地重要話題.家電企業(yè)在這樣地大好形勢下如何搶占先機、獲得最大收益？在行業(yè)競爭激烈、產(chǎn)品可替代性強、買方市場地營銷環(huán)境下,要想保持業(yè)績在家電下鄉(xiāng)過程中地持續(xù)增長,如何獲得更多消費者地認(rèn)可并購買是企業(yè)
2、地關(guān)鍵所在.因此,通過相互協(xié)調(diào)一致地產(chǎn)品策略、價格策略、渠道策略和促銷策略,為顧客提供滿意地商品和服務(wù),已成為致勝地一環(huán).本文正是基于這樣地大環(huán)境,以TCL公司為例,運用營銷管理相關(guān)知識,分析了家電企業(yè)在把握家電下鄉(xiāng)機遇時進行營銷策略調(diào)整所面臨地問題,提出TCL公司家電下鄉(xiāng)中地營銷組合策略及實施建議.希望通過本次研究,能夠為TCL公司把握家電下鄉(xiāng)政策地機遇、建立完善地營銷策略提供一些有益地參考!關(guān)鍵詞：TCL,家電下鄉(xiāng),家電市場,行業(yè)現(xiàn)狀,營銷策略TCL公司在家電下鄉(xiāng)中地市場營銷策略研究第IV頁AB
3、STRACTInrecentyears,householdelectricalappliancelaunchedtheproactivefiscalpolicyinordertopromoteconstructinganewsocialistcountryside.Thelife-qualityofruralresidentscanbeimproved,theruralconsumptioncanbeboosted,andtheruraldistributionservicesystemcanbei
4、mprovedtoo.Withthegradualdeepeningoftheworkofhomeappliances,howtoplayagreaterroleinpolicymoreeffectivelyhasbecomeaimportanttopicofconcernforrelevantstatedepartments,academiaandhouseholdelectricalappliancesproducers.Howtoseizeopportunitiesandmaximizerev
5、enueinsuchafavorablesituationforhouseholdelectricalapplianceenterprises?Intheintensecompetitionindustry,productsubstitutabilityisstronganditisthebuyer'smarket.itisnecessarytogettingmoreconsumerrecognitionandbuymoreproductsformaintainperformanceinthepro
6、cessofhouseholdelectricalapplianceenterprisescontinuallygrow.Thus,TCLissuggestedbymutuallycoherentproductstrategy,pricingstrategy,channelstrategyandmarketingstrategytoprovidecustomerswithsatisfactoryproductsandservicesBasedonsuchalargeenvironment,thepa
7、perusesmarketingandmanagementknowledge,analysisthebusinessopportunitiesinthegraspofmarketingstrategyadjustmentswhentheproblemsfacedbyhouseholdelectricalappliancemadeinTCLMarketingCompanyportfoliostrategyandimplementtherecommendations.Thisstudyalsoprovi
8、dessuggestionsforTCLCompanytograsptheopportunitytoestablishasoundmarketingstrategy.Keywords:TCL,householdelectricalappliance,householdelectricalappliancemarket,industrystatus,marketingstrategyTCL公司在家電下鄉(xiāng)中地市場營銷策略研究第IV頁目錄摘要IABSTRACTII1緒論11
