美的电器的营销策略分析-毕业论文（设计）.docVIP

PAGE 2 - 渤海船舶职业学院 毕业论文 美的电器的营销策略分析 所在系部：管理科学系 所学专业：市场开发与营销 学生姓名： 学 号：09G751 指导教师： 评阅教师： 完成日期： 年 月 毕业中文摘要 摘要：本文针对美的电器的促销策略，进行市场调研分析。总结分析了美的电器在市场中的促销手段所取得成果同时分析了其中的不足，以及在今后市场促销活动中需要保持和改进的地方.其中包括广告策略的应用、人员推销的运用、营业推广的运用、公共关系的运用。并分析了其相对应的解决方法。 　 美的集团的未来的发展前景非常可观，经过多年的培育，“美的”品牌在国内已经从知名度进入到认知度、美誉度的建设阶段。借助奥运会、春晚等具有影响力的重大活动，美的高端品牌的形象得以有力地强化。另一方面，为了适应企业战略发展的需要，美的在加强国内市场稳扎稳打的同时，也加快了海外扩张的步伐，有步骤有重点地建立国际品牌形象。不断完善自身产业结构，进一步拓展国际市场，增强品牌竞争力、树立强势品牌地位是美的集团今后的发展方向。 关键词：市场细分.品牌定位.营销策略 目录 摘要································································I 前言································································1 一、美的公司简介····················································2 二、美的集团的发展历程··············································3 （一） 美的集团的前期发展········································· 3 （二） 美的集团的后期发展·········································· 3 （三） 美的集团的发展蓝图·········································· 4 三、关于美的的一系列促销策略········································5 （一） 广告策略的运用·············································· 5 （二） 人员推销的运用·············································· 5 （三） 营业推广的运用·············································· 6 （四）公共关系的运用··············································7 四、美的公司在促销中存在的问题······································8 五、针对出现问题的解决方法··········································10 （一） 针对商场宣传力度不够的解决对策·····························10 1、定期举行小区活动··············································10 2、加强与大型装修公司合作········································10 3、定期推出特惠产品··············································10 4、优先推出产品体验··············································10 5、老客户再生优惠················································10 （二） 针对广告宣传力度不够的解决对策·····························10 1、合理运用公交车平面广告········································ 10 2、在地方台做广告················································ 11 （三） 针对促销员素质不达标的解决对策······························11 （四）针对公共关系效果不明显的解决对策·····························11 （五） 针对美的质量问题的解决方法··································12 （六） 针对美