美的家用空调绍兴销售公司营销策略研究-毕业论文（设计）.docVIP

PAGE PAGE 14 东北财经大学本科毕业论文 美的家用空调绍兴销售公司营销策略研究 作 者 院 系 工商管理学院 专 业 市场营销 年 级 学 号 指导教师 答辩日期 成 绩 内 容 提 要 随着我国国民经济的发展和人民生活水平的提高,空调逐步向着舒适美观、环保、健康、高效、节能的趋势发展。其中，家用空调以其强大潜力和应用优势取得了突破性的发展。在空调行业超常规繁荣的同时，我们也注意到该行业已不可避免地出现了一系列问题。由于空调行业相对较高的利润和较低的进入壁垒,引至大量企业不断跟进。在产品同质化后，空调行业的竞争被迫提早展开，且愈加激烈。最为突出的表现就是价格战愈演愈烈，且各品牌乐此不疲。种种迹象表明，空调行业面临着洗牌。此时，企业的每一个决策对自身的生存及发展都有决定性意义。 美的作为中国空调行业的一线品牌一直以其先进的技术、优良的质量、适中的价格占领着较高的市场份额，更在南方地区的大多数城市夺取了市场老大的地位。2007年，美的空调国内外销量1000亿，位列中国空调品牌之首，这充分说明了美的的营销模式是相当成功的。因此，本文的基本思路是对家用空调的市场现状及美的家用空调绍兴销售公司的营销策略进行分析，研究美的家用空调绍兴销售公司的营销策略的成功之处，并结合行业发展特点及绍兴市场的特殊性，对其今后的营销管理工作提出切实可行的方案。 关键词：家用空调 营销策略 渠道管理 Abstract Along with the development of China’s national economics and improve of people’s living standard, air conditioning develops gradually towards a beautiful, comfortable, healthy, environment-friendly, highly active and energy-efficient trend. Domestic air conditioning has made many breakthroughs by its strong potential and applications advantages. However, we also took note of some inevitable problems of air conditioning industry while this industry took on a trend of supernomal prosperity. Because of the relative high profits of air conditioning industry and lower barriers to entry, a large number of enterprises follow-up continuously. After the homogenization of products, air conditioning industrys competitiveness was forced to start earlier and become more and more intense. It is the most outstanding manifestation that the price war is intensified, and so many brands are always glad about it. There are a variety of indications that air conditioning industry faces reshuffle. At this point, every decision-making of enterprises for their own survival and development has decisive significance. Midea, as a first-line brand of Chinas air conditioning industry, occupies a higher market share