英语-格力空调营销策略研究Marketing Strategy Research on Gree Air Conditioner.docxVIP

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摘要

格力电器公司以其卓越的产品和服务，在中国乃至全球电器市场上都占据着重要的地位，特别是旗下的空调产品，更是深受消费者的青睐，成为一个受到广大消费者喜爱的知名品牌。当前，我国空调行业的企业数量庞大，竞争日益激烈。为了在不断变化的市场环境中保持竞争力，空调制造商必须制定出一套完善的、有效的战略计划，这也成为了他们必须解决的关键挑战。

本文以格力空调为例，对格力进行了SWOT分析，分析了行业中的优势与劣势，机会与威胁，得出空调行业竞争力大，同产品品牌竞争激烈。随后运用市场营销组合理论，从产品、价格、渠道、促销四个方面提出格力公司营销策略改进方案。在产品方面要以高品质为前提和保障，质量第一；在价格方面要降低成本和改进信誉；在渠道方面加强渠道终端管理，减慢扩张速度；在促销方面优化广告词，让消费者可以清晰的去了解产品及功能。最后希望本文的研究可以为空调行业的其他企业制定营销策略提供借鉴和参考。

关键词：格力空调；营销策略；4P理论

ABSTRACT

GreeElectricAppliancesCo.,LTD.,withitsexcellentproductsandservices,occupiesanimportantpositionintheelectricalappliancemarketinChinaandeventheworld.Itsairconditionerproducts,inparticular,arefavoredbyconsumersandbecomeawell-knownbrandfavoredbythemajorityofconsumers.Atpresent,thequantityofairconditionerindustryenterprisesishuge,thecompetitionisincreasinglyintense.Inordertoremaincompetitiveinthechangingmarketenvironment,airconditionermanufacturersmustdevelopasetofsoundandeffectivestrategicplans,whichhasbecomeakeychallengetheyhavetosolve.

ThispapertakesGreeAirconditionerasanexample,carriesoutSWOTanalysisonGree,analyzesthestrengthsandweaknesses,opportunitiesandthreatsintheindustry,andconcludesthattheairconditionerindustryhasgreatcompetitivenessandfiercecompetitionwithproductbrands.Then,usingthetheoryofmarketingmix,itputsforwardtheimprovementplanofGree’smarketingstrategyfromfouraspects:product,price,placeandpromotion.Intermsofproducts,weshouldtakehighqualityasthepremiseandguarantee,qualityfirst;Intermsofpricetoreducecostsandimprovementcredibility;Strengthenchannelterminalmanagementintheaspectofchannel,slowdowntheexpansionspeed;Intermsofpromotion,optimizeadvertisingwords,sothatconsumerscanclearlyunderstandtheproductandfunction.Finally,itishopedthattheresearchofthispapercanprovidereferenceforotherenterprises