先锋彩电营销策略分析以苏宁电器无锡胜利门店为例
先锋彩电营销策略分析以苏宁电器无锡胜利门店为例[20200416185835]
摘 要
随着中国经济的高速发展，国内居民消费水平不断提高，中国家电迎来了巨大的发展潜力，先锋彩电作为日本影音市场的巨无霸品牌，随即在中国展开攻势，借此分享中国这一广阔市场。先锋与苏宁云商展开合作。随着合作的不断深入，双方在各自的发展上也遇到了新的挑战。本文将以苏宁电器无锡胜利门店经营销售的先锋彩电为研究对象，从产品品牌、价格、渠道和促销等方面分析其营销策略，通过分析以期找出先锋彩电销售的优势及不足，并提出相应的改进建议，以实现企业的可持续发展。
*查看完整论文请 +Q: 3 5 1 9 1 6 0 7 2
关键字:先锋彩电苏宁云商优势不足改进建议
目 录
1. 绪论·······················································1
1.1先锋彩电营销策略的研究目的································1
1.2先锋彩电营销策略的研究意义································1
1.3先锋彩电营销策略的研究方法································1
2. 营销策略理论文献·········································2
2.1 营销策略的定义··············································2
2.2 营销策略的内容··············································2
2.3 营销策略理论文献············································2
3. 先锋彩电SWOT分析-以苏宁电器胜利门店为例·····················3
3.1 先锋彩电产品简介············································3
3.2先锋彩电SWOT分析-以苏宁电器胜利门店为例·······················3
3.2.1先锋彩电销售纵向分析··········································3
3.2.2先锋彩电销售横向分析··········································4
3.2.3先锋彩电优势分析··········································5
3.2.4先锋彩电劣势分析··········································6
3.2.5先锋彩电机会分析··········································7
3.2.6先锋彩电威胁分析··········································7
4. 先锋彩电营销策略现状·······························9
4.1 产品策略分析···············································9
4.2 价格策略分析···············································9
4.3 渠道策略分析···············································9
4.4 促销渠道分析···············································10
5. 先锋彩电营销策略问题分析···························11
5.1 产品策略存在的问题··········································11
5.2 价格策略存在的问题··········································11
5.3 渠道策略存在的问题··········································11
5.4 促销渠道存在的问题··········································11
6. 对先锋彩电营销策略中存在问题的改进·················12
6.1产品整合，创新发展··········································12
6.2另辟蹊径，敢于定价··········································12
6.3立足质量，做好售后··········································13
6.4专业培训，提升素养··········································13
7. 结束语······················································15
致谢················································16
1、绪论
1.1研究目的
本文从先锋彩电的销售数据出发，通过对先锋彩电的销售数据进行实例分析探究，并从先锋彩电的各种分析角度，从SWOT和4P分析着手，探讨从哪些方面完善促进先锋彩电的销售水平，目的旨在为先锋彩电提出完善的科学的销售策略，以满足先锋彩电占领市场份额的需要，增强企业竞争力，促进企业的发展。
1.2研究意义
销售单位首要的目标是占领市场份额，从而提升自己的销售量。完善销售策略对于增加销售额的意义在于：一、打响先锋品牌的知名度，引进了日本先进的家电品牌，能够提升国内家电行业的整体水平。二、占领中国的家电市场，给企业带来了大量盈利，效地实现企业生存与发展的目标。三、科学的销售策略给企业注入了活力。
1.3研究方法
通过参考借阅近年来国内外学者在顾客满意的相关研究成果，提取合适的理论和思维方法，联系所研究的苏宁电器门店的实际情况，对现有学者的研究成果进行总结与分析。引入先锋彩电的案例实例进行实证探究，并对相关一、二手资料搜集、整理，采用调查及计算的方法，通过理性分析，结合逻辑判断和推理，并征求相关人员意见，使之上升到一定的理论高度，得出对策建议。并尽量做到结合实际，论证充分，逻辑紧密，合情合理。2、营销策略理论文献
2.1营销策略的定义
营销策略，顾名思义就是通过塑造一个产品良好的品牌形象，以期其在市场上能够取得成功。美国著名营销专家菲利普·科特勒对市场营销的定义是:一种社会和管理的过程，在这个过程中，个人和集体通过创造、提供以及与他人交换产品和价值，获得其所需的和能满足其欲望的东西。
2.2营销策略的内容
营销策略大概包涵四个方面，即产品、定价、渠道、促销。1960年，美国市场营销专家麦卡锡 （E．J．Macarthy）教授在人们营销实践的基础上，提出了著名的4P营销策略组合理论，即产品（Product）、定价（Price）、渠道 （Place）、促销（Promotion）。
2.3营销策略理论文献
黎小林、王海忠在《营销策略评估理论述评》里认为，营销策略评估是市场营销学近年快速发展起来的一个研究领域,旨在把市场营销同财务理论、商品市场同金融市场联系起来进行研究。根据营销价值链的传递方向,从营销价值链、营销度量和营销度量指标之间的关系三个方面回顾和梳理现有文献,得出营销策略测评理论的不足及未来研究方向,以及这一理论对中国的借鉴意义。
摘 要
随着中国经济的高速发展，国内居民消费水平不断提高，中国家电迎来了巨大的发展潜力，先锋彩电作为日本影音市场的巨无霸品牌，随即在中国展开攻势，借此分享中国这一广阔市场。先锋与苏宁云商展开合作。随着合作的不断深入，双方在各自的发展上也遇到了新的挑战。本文将以苏宁电器无锡胜利门店经营销售的先锋彩电为研究对象，从产品品牌、价格、渠道和促销等方面分析其营销策略，通过分析以期找出先锋彩电销售的优势及不足，并提出相应的改进建议，以实现企业的可持续发展。
*查看完整论文请 +Q: 3 5 1 9 1 6 0 7 2
关键字:先锋彩电苏宁云商优势不足改进建议
目 录
1. 绪论·······················································1
1.1先锋彩电营销策略的研究目的································1
1.2先锋彩电营销策略的研究意义································1
1.3先锋彩电营销策略的研究方法································1
2. 营销策略理论文献·········································2
2.1 营销策略的定义··············································2
2.2 营销策略的内容··············································2
2.3 营销策略理论文献············································2
3. 先锋彩电SWOT分析-以苏宁电器胜利门店为例·····················3
3.1 先锋彩电产品简介············································3
3.2先锋彩电SWOT分析-以苏宁电器胜利门店为例·······················3
3.2.1先锋彩电销售纵向分析··········································3
3.2.2先锋彩电销售横向分析··········································4
3.2.3先锋彩电优势分析··········································5
3.2.4先锋彩电劣势分析··········································6
3.2.5先锋彩电机会分析··········································7
3.2.6先锋彩电威胁分析··········································7
4. 先锋彩电营销策略现状·······························9
4.1 产品策略分析···············································9
4.2 价格策略分析···············································9
4.3 渠道策略分析···············································9
4.4 促销渠道分析···············································10
5. 先锋彩电营销策略问题分析···························11
5.1 产品策略存在的问题··········································11
5.2 价格策略存在的问题··········································11
5.3 渠道策略存在的问题··········································11
5.4 促销渠道存在的问题··········································11
6. 对先锋彩电营销策略中存在问题的改进·················12
6.1产品整合，创新发展··········································12
6.2另辟蹊径，敢于定价··········································12
6.3立足质量，做好售后··········································13
6.4专业培训，提升素养··········································13
7. 结束语······················································15
致谢················································16
1、绪论
1.1研究目的
本文从先锋彩电的销售数据出发，通过对先锋彩电的销售数据进行实例分析探究，并从先锋彩电的各种分析角度，从SWOT和4P分析着手，探讨从哪些方面完善促进先锋彩电的销售水平，目的旨在为先锋彩电提出完善的科学的销售策略，以满足先锋彩电占领市场份额的需要，增强企业竞争力，促进企业的发展。
1.2研究意义
销售单位首要的目标是占领市场份额，从而提升自己的销售量。完善销售策略对于增加销售额的意义在于：一、打响先锋品牌的知名度，引进了日本先进的家电品牌，能够提升国内家电行业的整体水平。二、占领中国的家电市场，给企业带来了大量盈利，效地实现企业生存与发展的目标。三、科学的销售策略给企业注入了活力。
1.3研究方法
通过参考借阅近年来国内外学者在顾客满意的相关研究成果，提取合适的理论和思维方法，联系所研究的苏宁电器门店的实际情况，对现有学者的研究成果进行总结与分析。引入先锋彩电的案例实例进行实证探究，并对相关一、二手资料搜集、整理，采用调查及计算的方法，通过理性分析，结合逻辑判断和推理，并征求相关人员意见，使之上升到一定的理论高度，得出对策建议。并尽量做到结合实际，论证充分，逻辑紧密，合情合理。2、营销策略理论文献
2.1营销策略的定义
营销策略，顾名思义就是通过塑造一个产品良好的品牌形象，以期其在市场上能够取得成功。美国著名营销专家菲利普·科特勒对市场营销的定义是:一种社会和管理的过程，在这个过程中，个人和集体通过创造、提供以及与他人交换产品和价值，获得其所需的和能满足其欲望的东西。
2.2营销策略的内容
营销策略大概包涵四个方面，即产品、定价、渠道、促销。1960年，美国
2.3营销策略理论文献
黎小林、王海忠在《营销策略评估理论述评》里认为，营销策略评估是市场营销学近年快速发展起来的一个研究领域,旨在把市场营销同财务理论、商品市场同金融市场联系起来进行研究。根据营销价值链的传递方向,从营销价值链、营销度量和营销度量指标之间的关系三个方面回顾和梳理现有文献,得出营销策略测评理论的不足及未来研究方向,以及这一理论对中国的借鉴意义。
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