霍尼韦尔智能家居系统苏南市场营销策略研究
发布时间：2019-07-10 12:11
【摘要】：近年来,随着行业竞争激烈程度的加剧,相关企业实力增长,使得企业自身发展模式的选择变得愈来愈重要。企业为获得有利的竞争地位,如何有效的判断企业自身的优劣势,从而选配高效的资源服务于企业自己的目标市场,满足顾客真实需求,提高顾客满意度,发展维系与目标市场的交换关系,是企业的发展的核心问题。本论文研究以历经十余年快速发展成为其行业领先者——霍尼韦尔家居企业为研究对象,分析其所处智能家居产业当前发展趋势,市场需求,经营模式,竞争态势,并讨论霍尼韦尔企业在家居市场中经营状况,苏南市场营销策略实施过程中存在的问题,重点阐述其市场营销环境条件,研究企业的目标市场、市场定位,据此提出了霍尼韦尔企业可控的,构建企业营销组合策略的四个方面要素：产品策略：价格策略：渠道策略；促销策略。旨在保持霍尼韦尔家居企业行业领先地位,提升其家居系统的销售额,并发挥其品牌优势,合理配置市场资源,进一步提高市场占有率,促进企业持续长久的发展。本研究内容主要由6部分构成：第一部分是绪论,在对本文研究背景与意义进行阐述自豪,对研究重点与具体分析方法予以说明；第二部分是理论概述,对和市场营销存在密切联系的理论予以阐释,对其3个发展时期进行了逐一说明,尔后着重分析了PEST宏观环境分析法与4P营销组合策略等重点理论：第三部分是现状研究,将霍尼韦尔企业视为研究对象,对其当前发展状况展开了研究,且对改进营销策略的重要性进行了明确；第三部分是本文的核心部分,针对霍尼韦尔企业所采用的营销策略展开具体阐述与专业评估。第六部分是结合之前的评估结果,对其营销策略予以改进与完善。最后一部分是总结,对全文内容进行归纳的基础上,对其未来发展进行憧憬。
[Abstract]:In recent years, with the intensification of the fierce competition in the industry, the strength of the relevant enterprises has grown, making the choice of their own development model more and more important. In order to obtain a favorable competitive position, how to effectively judge the advantages and disadvantages of the enterprise itself, so as to select and allocate efficient resources to serve the enterprise's own target market, meet the real needs of customers, improve customer satisfaction, develop and maintain the exchange relationship with the target market, is the core issue of the development of the enterprise. This paper takes Honeywell Home Enterprise, which has developed rapidly into its industry leader in more than ten years, as the research object, analyzes the current development trend, market demand, management mode and competitive situation of its smart home industry, and discusses the management situation of Honeywell Enterprises in the home market and the problems existing in the implementation of marketing strategy in southern Jiangsu Province, with emphasis on the marketing environment conditions of Honeywell Enterprises. This paper studies the target market and market positioning of enterprises, and puts forward four elements of Honeywell enterprise's controllable marketing mix strategy: product strategy: price strategy: channel strategy; Promotion strategy. The purpose of this paper is to maintain the leading position of Honeywell household enterprises, to improve the sales of their home systems, to give full play to their brand advantages, to allocate market resources reasonably, to further increase their market share and to promote the sustained and long-term development of enterprises. The content of this study is mainly composed of six parts: the first part is the introduction, which is proud of the background and significance of this study, and explains the research focus and specific analysis methods; The second part is the theoretical overview, explains the theory closely related to marketing, explains its three development periods one by one, and then focuses on the analysis of PEST macro-environmental analysis and 4P marketing combination strategy and other key theories: the third part is the current situation research, Honeywell enterprises as the research object, its current development situation is studied, and the importance of improving marketing strategy is clear; The third part is the core part of this paper, aiming at the marketing strategy adopted by Honeywell enterprises. The sixth part is to improve and improve its marketing strategy combined with the previous evaluation results. The last part is a summary, on the basis of summing up the content of the full text, looking forward to its future development.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.6
，
本文编号：2512596
[Abstract]:In recent years, with the intensification of the fierce competition in the industry, the strength of the relevant enterprises has grown, making the choice of their own development model more and more important. In order to obtain a favorable competitive position, how to effectively judge the advantages and disadvantages of the enterprise itself, so as to select and allocate efficient resources to serve the enterprise's own target market, meet the real needs of customers, improve customer satisfaction, develop and maintain the exchange relationship with the target market, is the core issue of the development of the enterprise. This paper takes Honeywell Home Enterprise, which has developed rapidly into its industry leader in more than ten years, as the research object, analyzes the current development trend, market demand, management mode and competitive situation of its smart home industry, and discusses the management situation of Honeywell Enterprises in the home market and the problems existing in the implementation of marketing strategy in southern Jiangsu Province, with emphasis on the marketing environment conditions of Honeywell Enterprises. This paper studies the target market and market positioning of enterprises, and puts forward four elements of Honeywell enterprise's controllable marketing mix strategy: product strategy: price strategy: channel strategy; Promotion strategy. The purpose of this paper is to maintain the leading position of Honeywell household enterprises, to improve the sales of their home systems, to give full play to their brand advantages, to allocate market resources reasonably, to further increase their market share and to promote the sustained and long-term development of enterprises. The content of this study is mainly composed of six parts: the first part is the introduction, which is proud of the background and significance of this study, and explains the research focus and specific analysis methods; The second part is the theoretical overview, explains the theory closely related to marketing, explains its three development periods one by one, and then focuses on the analysis of PEST macro-environmental analysis and 4P marketing combination strategy and other key theories: the third part is the current situation research, Honeywell enterprises as the research object, its current development situation is studied, and the importance of improving marketing strategy is clear; The third part is the core part of this paper, aiming at the marketing strategy adopted by Honeywell enterprises. The sixth part is to improve and improve its marketing strategy combined with the previous evaluation results. The last part is a summary, on the basis of summing up the content of the full text, looking forward to its future development.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.6
，
本文编号：2512596
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