雪花冰箱经营中存在的问题及解决对策.pdfVIP

雪花冰箱经营中存在的问题及解决对策 摘 要 雪花冰箱曾经是中国国产冰箱中的明星品牌，产销量居全国之首。随着市场经 济的变化，雪花冰箱的命运经历了从兴盛到衰败的历程。本文根据历史资料及相关 理论文献，叙述雪花冰箱的发展变化，分析研究该企业由兴盛转向衰败的原因，为 该企业在今后发展中提出建议及解决策略。 本文将就该企业经营中出现的三大主要问题进行论述：第一，雪花冰箱的产品 开发生产工作，受自身不利因素影响，导致市场占有率下降。应根据市场实际需求， 开发农村家电市场；第二，雪花冰箱先后与美国惠而浦公司，加拿大格林柯尔公司， 海信集团进行合作，应总结合作中出现的问题，吸取经验教训，形成优势互补，资 源互补，风险共担，利益共享，“搭伙炒菜”的合作局面；第三，雪花冰消服务营 销工作缺失，售后服务不完善，留给消费者较差的印象，应该完善售后服务，让消 费者重拾信心。本文在客观的企业历史资料支撑下，结合营销学领域相关理论及本 人所学知识，分析研究雪花冰箱企业经营中出现的主要问题，提出解决意见和建议， 帮助雪花冰箱企业正确把握发展方向和未来形势，走好接下来的崛起之路，使雪花 没冰箱重新飘向中国大地。 关键词:企业联盟，服务营销，售后服务，产品生命周期 I 雪花冰箱经营中存在的问题及解决对策 Abstract Snowflake refrigerator was a Chinese-made refrigerator star brand ，whose production and sales in the nation’s first. With the market economy changing, Snowflake refrigerator has experienced decline from prosperity to the course. My paper will be based on historical information and documentation related theory, describe the development and changes in the Snowflake refrigerator, analysis the reasons of enterprise turn to failure, and make recommendations and strategies for the development of enterprise in the future which is according to the related theories. This article will discuss the three major issues which is appeared on enterprise’s operating: First, Snowflake refrigerator product development and production was influenced by its own negative factors, which result decline in market share. Enterprise should base on actual market demand, develop rural home appliances market; Second, Snowflake refrigerator had cooperated with the United States Whirlpool Corporation, Canadian company Green cool and Hise