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小家電市場(chǎng)營(yíng)銷現(xiàn)狀及營(yíng)銷策略探討
（作者未知） 2010/8/12
內(nèi) 容 摘 要
近幾年來(lái),隨著國(guó)內(nèi)大家電市場(chǎng)趨于飽和,市場(chǎng)上表現(xiàn)出來(lái)的供求矛盾日顯突出.而在小家電領(lǐng)域,盡管各種媒介宣稱小家電市場(chǎng)發(fā)展迅速,利潤(rùn)空間巨大,發(fā)展前景誘人,但實(shí)際上小家電的利潤(rùn)空間不斷下降,到了價(jià)格戰(zhàn)一觸即發(fā)的臨界狀況.本文針對(duì)小家電企業(yè)面臨的一些問(wèn)題,進(jìn)而提出改變舊有的市場(chǎng)觀念及管理模式,從而營(yíng)造一種有利于小家電企業(yè)發(fā)展的創(chuàng)新?tīng)I(yíng)銷模式.
關(guān) 鍵 詞
小家電市場(chǎng);營(yíng)銷現(xiàn)狀;營(yíng)銷策略;探討
ABSTRACT
In recent years, tend towards saturation with large electrical home appliances
market domestic, market supply and demand that show contradiction show outstanding day. In the fields of small electrical home appliances, though various kinds of media declare the light electrical home appliances market develop rapidly, profit space enormous, captivating development prospect have, but small profit space of electrical home appliances drop constantly in fact, have reached the critical state that the price war may be triggered at any moment. To little classification and light some problems that household appliances enterprise face of electrical home appliances this text, and then propose changing some old ideas of market and management mode, thus build a kind of innovative marketing mode which is favorable to small development of household appliances enterprise.
Key word
Small electrical home appliances market; Marketing current situation; Marketing tactics; Discussion
目 錄
一,小家電市場(chǎng)營(yíng)銷現(xiàn)狀分析…………………………………………1
(一)小家電市場(chǎng)面臨的主要問(wèn)題……………………………………1
(二)原因分析…………………………………………………………4
二,小家電市場(chǎng)營(yíng)銷策略探討…………………………………………4
(一)產(chǎn)品策略創(chuàng)新……………………………………………………5
(二)渠道創(chuàng)新…………………………………………………………6
(三)業(yè)務(wù)員管理………………………………………………………9
(四)價(jià)格策略轉(zhuǎn)型……………………………………………………9
(五)促銷策略創(chuàng)新……………………………………………………11
(六)加強(qiáng)營(yíng)銷信息管理:S/S管……………………………………12
參考文獻(xiàn) ………………………………………………………………13
致謝 ……………………………………………………………………14
小家電市場(chǎng)營(yíng)銷現(xiàn)狀及營(yíng)銷策略探討
近年,隨著國(guó)內(nèi)大家電市場(chǎng)趨于飽和,市場(chǎng)上表現(xiàn)出來(lái)的供求矛盾日顯突出.而在小家電領(lǐng)域,盡管各種媒介宣稱小家電市場(chǎng)發(fā)展迅速,利潤(rùn)空間巨大,發(fā)展前景誘人.但實(shí)際上小家電的利潤(rùn)空間不斷下降,到了價(jià)格戰(zhàn)一觸即發(fā)的臨界狀況.特別是自從國(guó)家強(qiáng)制性執(zhí)行提高進(jìn)入小家電領(lǐng)域的門檻,同時(shí)部分產(chǎn)品領(lǐng)域?qū)⑼菩袦?zhǔn)入制度,如燃?xì)饩哳I(lǐng)域,熱水器領(lǐng)域等,必將進(jìn)一步淘汰雜牌產(chǎn)品,同時(shí)在品牌產(chǎn)品之間競(jìng)爭(zhēng)將日益激烈.
一,小家電市場(chǎng)營(yíng)銷現(xiàn)狀分析
(一)小家電市場(chǎng)面臨的主要問(wèn)題
近幾年來(lái),國(guó)內(nèi)小家電市場(chǎng)的發(fā)展速度進(jìn)入頸瓶階段,發(fā)展速度不如人意（未完，下一頁(yè)）
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