HY公司新型负离子空气净化器市场营销策略研究.pdf

兰州大学
硕士学位论文
HY公司新型负离子空气净化器市场营销策略研究
姓名:王文利
申请学位级别:硕士
专业:工商管理
指导教师:吴建祖
20100401
BA学位论文作者:正文利
HY公可新型负离子空气净化器市场营销策略研究
中文摘要
伴随着互联网络的迅速发展,使得企业和客户的沟通变实时性和有效性大
大提高。传统营销策略的局限性显而易见,网络营销能实时、高效、低成本的
加大营销渠道建设的扁平化,两者结合是企业未来营销的发展方向,建设网络
营销平台势在必行。我国企业网络营销结合传统营销的平台建设经验普遍不足,
要想适应当今市场的激烈竟争,抓住发展机遇,迎接新的挑战,就必须提高在
新的信息技术上扩张营销能力。
本文以HY公司的新型室内空气净化器的市场营销策略制定为例。HY公司
目前是一家从事小家电产业末端一一市场销售代理的商贸公司,准备向产业链上
游发展,必须要使新型室内空气净化器获得市场认可。结合自身条件分析后,
HY公司决定寻找将网络营销和传统营销相结合的新思路,通过对国内空气净化
器行业的产业状况、市场形式、竞争格局、产品技术等方面进行分析,结合HY
公司的时机情况运营SOT工具分析,确立自己的市场营销战略,运用4P理论,
对该室内空气净化器提出新的市场营销策略组合。本论文探讨了中小企业在网
络信息时代的大环境下,解决了如何利用网络营销和传统营销结合的模式来发
展开拓企业市场问题。
关键词:网络营销;传统营销;SWOT工具;4P
MBA学位论文作者:王文利
HY公可新型负离子空气净化器市场营销策略研究
ABSTRACT
With the fast development of the Internet, makes the enterprise and customer
communication changed greatly improve the effectiveness and real-time. The limitations of
traditional marketing strategy, the network marketing obvious real-time, high efficiency and low
cost of construction of marketing channels increased, the combination is the future development
direction of marketing, network marketing platform construction is imperative. Our enterprise
network marketing combination of traditional maketing platform construction experience, to
adapt the insu iciency of the fierce competiton in the market today, seize the opportunities and
meet new challenges, we must improve marketing ability in the new expansion of information
holo
Based on the company s new HY indoor air purifier marketing strategy formulation, HY
company is engaged in the electric appliance industry at the end of the market sales agent
trading company, ready to chain upstream development, must want to make new indoor air
purifier won market acceptance After analysis and conditions of the combined company will be
decided to search for HY network marketing and traditional marketing combination of new ideas,
through to the domestic air purifier industry industry status, market pattern, competition situation,
product technical analysis, combining the timing of the operation situation HY company SWOT
analysis tools, and establish their own marketing strategy, using the theory of the 4ps indoor air
purifier, put forward the new marketing strategy combinations. This paper discusses the network
information age of small and medium-sized enterprises in the environment, how to solve the
network marketing and traditional marketing using pattern to exploit market development
Key Words: network marketing; traditional marketing; SWOT tool; 4P