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1、TCL公司在家電下鄉(xiāng)中的市場(chǎng)營(yíng)銷策略研究第IV頁摘要近年來,國(guó)家為了促進(jìn)社會(huì)主義新農(nóng)村建設(shè)、提高農(nóng)村居民生活質(zhì)量、拉動(dòng)農(nóng)村消費(fèi)、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(cái)政政策。隨著家電下鄉(xiāng)工作逐漸深入,如何發(fā)揮政策的更大作用、產(chǎn)生更大成效,已經(jīng)成為國(guó)家相關(guān)部門、學(xué)術(shù)界和家電企業(yè)關(guān)注的重要話題。家電企業(yè)在這樣的大好形勢(shì)下如何搶占先機(jī)、獲得最大收益?在行業(yè)競(jìng)爭(zhēng)激烈、產(chǎn)品可替代性強(qiáng)、買方市場(chǎng)的營(yíng)銷環(huán)境下,要想保持業(yè)績(jī)?cè)诩译娤锣l(xiāng)過程中的持續(xù)增長(zhǎng),如何獲得更多消費(fèi)者的認(rèn)可并購買是企業(yè)的關(guān)
2、鍵所在。因此,通過相互協(xié)調(diào)一致的產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略,為顧客提供滿意的商品和服務(wù),已成為致勝的一環(huán)。本文正是基于這樣的大環(huán)境,以TCL公司為例,運(yùn)用營(yíng)銷管理相關(guān)知識(shí),分析了家電企業(yè)在把握家電下鄉(xiāng)機(jī)遇時(shí)進(jìn)行營(yíng)銷策略調(diào)整所面臨的問題,提出TCL公司家電下鄉(xiāng)中的營(yíng)銷組合策略及實(shí)施建議。希望通過本次研究,能夠?yàn)門CL公司把握家電下鄉(xiāng)政策的機(jī)遇、建立完善的營(yíng)銷策略提供一些有益的參考!關(guān)鍵詞:TCL,家電下鄉(xiāng),家電市場(chǎng),行業(yè)現(xiàn)狀,營(yíng)銷策略TCL公司在家電下鄉(xiāng)中的市場(chǎng)營(yíng)銷策略研究第IV頁ABSTRA
3、CTInrecentyears,householdelectricalappliancelaunchedtheproactivefiscalpolicyinordertopromoteconstructinganewsocialistcountryside.Thelife-qualityofruralresidentscanbeimproved,theruralconsumptioncanbeboosted,andtheruraldistributionservicesystemcanbeimprove
4、dtoo.Withthegradualdeepeningoftheworkofhomeappliances,howtoplayagreaterroleinpolicymoreeffectivelyhasbecomeaimportanttopicofconcernforrelevantstatedepartments,academiaandhouseholdelectricalappliancesproducers.Howtoseizeopportunitiesandmaximizerevenueinsu
5、chafavorablesituationforhouseholdelectricalapplianceenterprises?Intheintensecompetitionindustry,productsubstitutabilityisstronganditisthebuyer'smarket.itisnecessarytogettingmoreconsumerrecognitionandbuymoreproductsformaintainperformanceintheprocessofhous
6、eholdelectricalapplianceenterprisescontinuallygrow.Thus,TCLissuggestedbymutuallycoherentproductstrategy,pricingstrategy,channelstrategyandmarketingstrategytoprovidecustomerswithsatisfactoryproductsandservicesBasedonsuchalargeenvironment,thepaperusesmarke
7、tingandmanagementknowledge,analysisthebusinessopportunitiesinthegraspofmarketingstrategyadjustmentswhentheproblemsfacedbyhouseholdelectricalappliancemadeinTCLMarketingCompanyportfoliostrategyandimplementtherecommendations.Thisstudyalsoprovidessuggestions
8、forTCLCompanytograsptheopportunitytoestablishasoundmarketingstrategy.Keywords:TCL,householdelectricalappliance,householdelectricalappliancemarket,industrystatus,marketingstrategyTCL公司在家電下鄉(xiāng)中的市場(chǎng)營(yíng)銷策略研究第IV頁目錄摘要IABSTRACTII1緒論11