美的家用空调的营销策略分析报告

毕业设计（论文）题目美的家用空调的营销策略分析届：专业：

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2014年 11月 24 日

美的家用空调营销策略分析

[摘要] 随着中国经济的快速发展,人们生活水平不断提高,极大的促进了中国空调产业的繁荣。据统计2014年中国空调产量和销量分别达到了 9670万台和10600万台,已成为中国国民经济持续繁荣的重要产业之一。中国空调市场如此巨大，给各大空调生产厂家带来无限机遇。美的集团是以家电制造业为主的大型综合性企业集团，2013年9月18日在深交所上市，旗下拥有小天鹅、威灵控股两家子上市公司。美的集团作为电器龙头在寻找与把握机遇的同时，终始顽强的面对着来自各方面的激烈竞争。本文先是回顾国外对市场营销的研究现状，研究思路、研究方法等营销理论,确定本文的研究路线图。接着分析中国空调行业的宏观环境,包括人口环境、经济环境、政治法律环境、自然环境、社会环境和科技环境。为了美的空调在中国空调行业能够继续取得良好的成绩,立足于中国空调市场,本文最后着力于美的空调的产品、渠道、价格和促销等几个重要营销要点,结合其市场定位,优化了美的空调的营销策略

[关键词]美的集团家用空调营销策略

Analysis of household air conditioner marketing strategy

of beauty

[Abstract] With the rapid development of China's economy, people life level unceasing enhancement, greatly promoted the prosperity of China's air conditioning industry. According to statistics, in 2014 China's air-conditioning production and sales reached 96.7 million and 106 million respectively, has become one of the important industry of the national economy continued to boom in China. China's air conditioner market is so great, to each big air conditioning manufacturers bring unlimited opportunities. Midea group was mainly used for household appliance manufacturing in large-scale comprehensive enterprise group, listed on the Shenzhen stock exchange on September 18, 2013, which owns the whistling, welling holding subsidiaries of listed companies. Midea group as well as the electric faucet in the search for and seize the opportunities, always stubborn in the face of intense competition from all sides. This paper first reviews the research on marketing status quo, research ideas, research methods such as marketing theory, determine the research road map. Then analysis the macro environment of China's air conditioning industry, including population environment, economic environment, political law environment, natural environment, social environment and technology environment . To Midea air-conditioning air-conditioning industry in China can continue to achieve good results, China based air conditioning market, finally, the paper focus on the beautiful air conditioning products, channel, price and promotion etc. Several important marketing points, combined with its market orientation, optimize the beautiful air conditioning's market strategy

[Key words] Midea group Home air conditioning The marketing strategy

目录

一、绪论 (5)

（一）美的家用空调的基本情况 (5)

（二）4P理论概述 (6)

二、美的家用空调的营销环境分析 (6)

（二）营销中介 (7)

（三）顾客 (7)

（四）供应者 (7)

三、基于4P理论分析美的家用空调的营销策略 (7)

（一）产品策略 (7)

（二）价格策略 (8)

（三）渠道策略 (8)

（四）促销策略 (8)

四、美的家用电器营销策略的可鉴之处 (9)

五、美的家用空调营销存在的问题 (9)

（一）、品牌建设的瑕疵 (9)

（二）、渠道建设不完善 (10)

（三）、促销方式平淡 (10)

六、解决问题 (11)

（一）坚强品牌建设 (11)

（二）强化渠道管理 (12)

（三）改善促销方式 (14)

结论 (15)