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*****大学毕业设计题目：海尔冰箱农村市场营销策略院、系：姓名：指导教师：系主任：2013年6月8日-I-海尔冰箱农村市场营销策略摘要在改革开放以来，中国家电业呈现出前所未有的强劲实力和迅速发展，目前已初具规模，但是，家电业激烈的市场竞争却从来没有停止过。而且目前城市的冰箱市场已经饱和，广大农村市场有待开发。但是，启动这个市场却非常困难。农村市场是未来家电厂家争夺的主战场，可以毫不夸张的说，得农村者得天下。各冰箱企业为了扩大自己的销售量，纷纷制定了抢占农村市场，待稳固占领农村市场后再和国内外各大品牌血战高端的经营战略。海尔公司作为中国家电一大品牌，必将受到不小的冲击，要引起足够的重视。海尔冰箱自创立至今始终为中国消费者提供最好的服务。直到今天，能够见证海尔卓越质量的冰箱仍然在用户家使用。本文系统分析了目前中国农村市场的需求现状和购买力特点，对企业如何正确的执行开发农村冰箱市场这个战略展开讨论。该文运用战略管理，营销管理和管理学的知识，分析并提出了海尔冰箱企业在启动农村市场时应该采取细分农村冰箱市场，使用有针对性的营销组合来激活这个市场的策略。本文对海尔冰箱农村市场营销策略进行了研究，本文共四章：第一章介绍研究背景、目的意义、国内外研究现状及海尔集团概况；第二章介绍了冰箱农村市场容量及海尔冰箱市场细分；第三章分析了海尔冰箱农村市场策略；第四章分析了海尔冰箱产品更新策略。关键词海尔冰箱；营销渠道；市场；农村-II-HaierRefrigeratorRuralMarketMarketingStrategyAbstractInindustrysincethereformandopeningup,Chinapresentsunprecedentedstrongstrengthandrapiddevelopment,hasnowbeguntotakeshape,buttheindustrycompetitioninthemarkethasneverstopped.Andthecityofrefrigeratormarketissaturated,theruralmarkettobeexploited.However,launchthemarketisverydifficult.Theruralmarketisthefuturehomeappliancemanufacturerscompeteforkeybattleground,canliterally,ruralpeoplehavetotheworld.Therefrigeratorenterprisestoexpandtheirsales,havemadetheruralmarket,tobestableoccupationoftheruralmarketandbrandsbothathomeandabroadafterabloodybattlehigh-endbusinessstrategy.Haiercompanyisabigbrand,theChineseelectricalapplianceswillbeabigshock,tocauseenoughattention.HaierrefrigeratorsincefoundedalwaysprovideChineseconsumerswiththebestservice.Untiltoday,abletowitnesstheHaieroutstandingqualityoftherefrigeratorarestillusedintheuser'shome.System,thispaperanalysesthepresentsituationofChina'sruralmarketdemandandpurchasingpower,totheenterprisehowtocorrectlyperformthestrategyofdevelopingruralrefrigeratormarketthisdiscussion.Inthispaper,usingthestrategicmanagement,marketingmanagementandthemanagementofknowledge,analysisandputforwardtheHaierrefrigeratorenterprisesshouldtakewhenstartingtheruralmarketsegmentationruralrefrigeratormarket,usingacombinationoftargetedmarketingstrategytoactivatethismarket.ThispaperanalyzesonthedevelopmentofHaierrefrigeratorindustry,thispapercontainsfivechapters:thefirstchapterintroducesthedomesticand-III-foreignresearchpresentsituation;ThesecondchapterofChina'sruralmarketcapacityandcharacteristics;ThethirdchaptermainlyanalysistheHaierrefrigeratorruralmarketstrategy;ThefourthchapterthedevelopmentdirectionofsimpleanalysistheHaierrefrigeratoritself.Keywords:HaierRefrigerator；marketingchannel；market；countryside-IV-目录摘要......................................................................................................................IAbstract...............................................................................................................II第1章绪论........................................................................................................11.1研究背景...................................................................................................11.2研究目的及意义.......................................................................................21.3国内外研究现状.......................................................................................21.3.1国外现状............................................................................................21.3.2国内现状............................................................................................41.4海尔集团概况...........................................................................................6第2章冰箱农村市场容量及海尔冰箱市场细分............................................82.1冰箱农村市场状况...................................................................................82.1.1市场及农村市场含义........................................................................82.1.2我国农村冰箱市场容量....................................................................82.1.3农村市场消费特点............................................................................92.1.4农村市场经销商需求......................................................................102.2海尔冰箱农村市场细分.........................................................................122.2.1市场细分标准的选择......................................................................122.2.2市场的细分方法..............................................................................132.2.3市场细分结构分析..........................................................................13第3章海尔冰箱农村市场策略......................................................................153.1人员效率策略.........................................................................................153.2产品策略.................................................................................................163.3品牌推广策略.........................................................................................163.4售后服务策略.........................................................................................17第4章海尔冰箱产品更新策略......................................................................194.1A级节能更走俏......................................................................................194.2豪华冰箱日益普及.............................................................................