格力空调公司市场营销策略分析精选.pdfVIP

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格力空调营销策划书

系别：经济管理学院

班级：2015级市营升本2班

学号：**********

姓名：***

成绩：

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目录

1.前言····························4

2.格力空调的市场营销现状·····························4

2.1格力空调公司简介·····························4

2.2格力空调的市场营销现状·····························5

2.3格力空调目前存在的问题·····························6

3.格力空调的市场营销环境分析·························6

3.1外部环境分析·····························7

3.1.1政治环境·····························7

3.1.2经济环境·····························7

3.1.3技术环境·····························8

3.1.4社会文化环境·····························8

3.2内部环境分析·····························8

3.3SWOT分析·····························10

4.格力空调的营销战略策划·····························11

4.1市场细分·····························11

4.2目标市场的选择·····························11

4.3市场定位·····························11

5．格力空调的营销策略·····························12

5.1产品策略·····························12

5.2定价策略·····························12

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5.3渠道策略·····························13

5.4促销策略·····························14

6.格力空调市场营销策略的实施建议·················16

7.结论·····························19

8.参考文献·····························20

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一、前言

随着经济的发展和人民生活水平的提高，我国对空调的市场需求

量呈快速增长态势。目前我国空调生产企业数量众多，与业内领先者

相比普遍缺乏核心竞争力和竞争优势，竞争日趋激烈。如何进行科学

的战略规划，以便在日益激烈的竞争环境中生存发展下去，是空调生

产企业面临的重要问题。本文以格力空调为例首先对中国空调行业的

现状进行了概述，之后对格力进行了SWOT战略分析，内容包括空调

行业外部环境分析、行业内部环境分析等；并在此基础上运用SWOT

模型具体分析了格力空调在行业中的优势与劣势，机会与威胁，并对

其未来的发展提出了相应战略，希望本文有助于我国空调行业企业准

确了解目前行业发展动态，把握市场机遇、进行正确企业定位和确立

正确发展方向。

二、格力空调的市场营销现状

2.1格力空