论文标题:广东科龙电器股份有限公司冰箱营销战略分析及策略研究
The Public Provision Issues under Fiscal Federalism
论文作者 张世忠
论文导师 王幼军,论文学位 硕士,论文专业 工商管理
论文单位 西南财经大学,点击次数 261,论文页数 70页File Size408k
2004-05-01论文网 http://www.lw23.com/lunwen_28311367/ 科龙;冰箱;营销战略;营销策略
KELON,refrigerator,marketing strategy,marketing tactics
在经济全球化、竞争激烈的今天，只有那些不断调整自己以适应市场发展要求的企业才能取得竞争的优势。广东科龙电器股份有限公司（以下简称科龙公司）曾经创造了全国冰箱销量九年第一的好成绩，但是由于结构调整、人员变动等内部原因以及各种外部原因，2000年，科龙公司陷入困境，戴上了ST帽子，2001年企业亏损15个亿。2001年底，格林柯尔入主科龙，一举扭转亏损局面；2003年中报显示，科龙赢利1.45个亿。尽管如此，由于竞争激烈，再加上公司的历史遗留问题，科龙公司仍然面临严峻考验。本文试图通过对企业发展历史的回顾，并对企业自身及竞争环境分析，运用战略管理、营销管理的基本理论和方法，就企业如何应对变化，确立适当的营销战略及相应的营销策略进行分析并提出自己的观点。本篇论文共分四部分：第一部分，对科龙公司作简单介绍，包括其历史沿革及现状，以及集团公司的组织结构和冰箱营销本部组织架构图。第二部分，对科龙公司进行市场竞争分析，包括冰箱业的历史及发展现状。主要运用波特的五力图和SWOT矩阵，分析出科龙公司的市场竞争的优势和劣势，所面临的机会与挑战。在此基础上，提出公司的营销战略。第三部分，对科龙公司的冰箱市场作STP分析，包括市场细分，目标市场的选择和目标市场定位。第四部分，根据提出的营销战略，提出相应的营销策略，如营销通路策略、价格策略、国际贸易策略、品牌策略等。本文的主要贡献在于系统地运用营销管理学、管理学和企业战略管理的知识，通过对科龙公司的营销战略及策略进行详细的分析和研究，旨在为加强公司营销工作，增强公司的市场竞争力，提出了自己的一些建议，并希望能对公司的发展能有一定作用，同时对我国其他冰箱企业也起到一定的借鉴作用。
Only those enterprises that adjust themselves unceasingly to meet market demand can get the competition advantage in this economic globalization and competitive world. The Guangdong Kelon Electrics Share Co.ltd ( following abbreviation Kelon Company ) has ever created the nation-wide No.1 record in successive 9 years of sales volume of refrigerator , but because of various external reasons as well as the internal reasons such as structural adjustment and personnel change, Kelon Company fell into difficult condition , put on ST in 2000 ,and lost 1.5 billion in 2001. In the late of 2001,Greencool Corporation took possetion of Kelon and reversed loss situation instantly. In 2003 year, mid-forms for reporting statistics shew that Kelon gained 145 million. Though Kelon made great progress ,because of intense competition and remained historical problem , Kelon Company is still facing with stern test. By looking back enterprise development history and analyzing enterprise self and competitive environment , this paper attempts to make some analysis on how to cope with changes ,how to establish proper marketing strategy and corresponding marketing tactics ,and to put forward own viewpoints .This Paper has 4 chapters: Chapter I: This chapter introduces Kelon Company briefly , including its history evolution and present situation, as well as the organization structure of group company and refrigerator marketing department organization configuration picture. Chapter Ⅱ: This chapter carries out market competitive analysis for Kelon Company including the history and present situation of refrigerator industry. With the use of five competition forces of Porter model and SWOT matrix, it makes out inferior position and the advantage of the market competition of Kelon Company, as well as the challenge and opportunity . On this foundation, the author speaks out the marketing strategy. Chapter Ⅲ: This chapter makes STP analysis partially for the refrigerator market of Kelon Company ,including the market segment, the choice and location of target market . Chapter Ⅳ:According to marketing strategy put forward above, this chapter puts forward corresponding marketing tactics, such as marketing place tactics, price tactics, international trade tactics, brand tactics and so on. The major contribution of this paper lies in :by systematically utilizing the knowledge of marketing management , management and enterprise strategy management, carrying out detailed analysis and research for marketing strategy and the marketing tactics of Kelon Company, aiming at making some own suggestions to strengthening company"s sale work to promote the marketing competition ability of company, and hoping those suggestions can take some affect on the development of Kelon Company , at the same time play part of certain reference for other refrigerator enterprises of our country .
|
