格力电器营销战略研究

发布时间：2018-02-03 12:31

本文关键词： 家电行业格力电器营销战略　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：格力电器至今已经连续18年成为全国产销量最大的空调企业，连续8年成为全球最大的空调制造商。其营销战略不但决定着格力电器的发展走向，而且深刻影响着中国家电行业乃至世界空调行业的未来，本文对格力电器营销战略的研究有助于实现其愿景和发展目标，对于中国家电行业从“中国制造”向“中国创造”转变有一定的启示意义。本文通过外部环境和内部环境两方面分析格力电器的营销战略环境。首先，通过PESTEL模型分析了格力电器的外部总体环境，通过波特五种力量模型分析了格力电器的行业环境，通过对主要竞争对手的研究分析了格力电器的竞争环境。其次，通过对格力电器价值链的研究分析了格力电器的内部环境。根据SWOT模型将格力电器内部拥有的优势和劣势与外部面临的机会和威胁分别组合形成了SO战略、WO战略、ST战略和WT战略，依据格力电器的愿景、经营目标和业绩的发展分析了四种营销战略的可行性，最后建议格力电器的营销战略确定为SO战略即增长型战略。根据格力电器的营销战略，本文建议格力电器的市场营销应以4Ps为营销组合策略，面向高中低端市场全面布局，坚持差异化，继续深入后向一体化，加强产品管理、渠道管理、价格管理、促销管理、服务管理、传播管理，充分发挥格力电器的创新力和控制力，以实现格力电器自2013年每年营业收入增长200亿、至2017年达到2000亿的目标。
[Abstract]:Gree electric appliance has become the largest air conditioning enterprise in China for 18 years and the largest air conditioning manufacturer in the world for 8 years. Its marketing strategy not only determines the development trend of Gree electric appliance. And it has a profound impact on the future of China's appliance industry and even the air conditioning industry in the world. The research on Gree's electric appliance marketing strategy will help to achieve its vision and development goals. It has some enlightening significance for the transformation of Chinese household appliance industry from "made in China" to "made in China". This paper analyzes the marketing strategy environment of Gree Electric Appliances from two aspects of external environment and internal environment. Firstly, this paper analyzes the overall external environment of Gree Electric Appliances through PESTEL model. This paper analyzes the industry environment of Gree electrical apparatus through Porter's five power models, and analyzes the competitive environment of Gree electric appliance through the research of main competitors. The internal environment of Gree appliance is analyzed by studying the value chain of Gree apparatus. Based on the SWOT model, the advantages and disadvantages of Gree appliance are combined with the opportunities and threats to form the so war. Slightly. WO strategy, St strategy and WT strategy, according to the vision of Gree Electric, the development of business objectives and performance analysis of the feasibility of four marketing strategies. Finally, it is suggested that Gree Electric's marketing strategy should be so strategy, that is, growth strategy. According to Gree Electric's marketing strategy, this paper suggests that Gree Electric's marketing should take 4Ps as the marketing combination strategy. Facing the overall layout of high, middle and low market, we insist on differentiation, continue to deepen backward integration, strengthen product management, channel management, price management, promotion management, service management, communication management. Give full play to the innovation and control of Gree Electric, in order to achieve Gree Electric revenue growth of 20 billion per year from 2013 to 2017 to achieve the goal of 200 billion.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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