图书分类号:密级:毕业论文常州金太阳至尊家电有限公司客户采购模式下的营销策略研究STUDYONTHEMARKETINGSTRATEGYOFCHANGZHOUGOLDENSUNEXTREMEHOUSEHOLDELECTRICALAPPLIANCECO.,LTDCUSTOMERPURCHASINGPATTERN学生姓名学院名称学号班级专业名称市场营销指导教师2016年5月17日徐州工程学院毕业论文I徐州工程学院学位论文原创性声明本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研究工作所取得的成果。除文中已经注明引用或参考的内容外,本论文不含任何其他个人或集体已经发表或撰写过的作品或成果。对本文的研究做出重要贡献的个人和集体,均已在文中以明确方式标注。本人完全意识到本声明的法律结果由本人承担。论文作者签名:日期:年月日徐州工程学院学位论文版权协议书本人完全了解徐州工程学院关于收集、保存、使用学位论文的规定,即:本校学生在学习期间所完成的学位论文的知识产权归徐州工程学院所拥有。徐州工程学院有权保留并向国家有关部门或机构送交学位论文的纸本复印件和电子文档拷贝,允许论文被查阅和借阅。徐州工程学院可以公布学位论文的全部或部分内容,可以将本学位论文的全部或部分内容提交至各类数据库进行发布和检索,可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。论文作者签名:导师签名:日期:年月日日期:年月日徐州工程学院毕业论文II摘要家电行业在我国的经济体系中一直占有重要的地位。经过几十年的发展,我国家电行业的整体发展水平已经走向成熟,家电企业也已进入发展的瓶颈阶段,而随着电子商务的发展,传统的门店经营方式受到了巨大的冲击,家电企业不得不进行转型升级,积极发展新的市场。因此,在新的历史条件下对家电企业的客户采购模式下营销现状进行研究,分析企业客户采购模式下营销方面存在的问题,以及找到有效措施解决问题,已经成为当前家电企业发展的重要课题。本文以常州金太阳至尊家电有限公司为研究主体,结合所学的市场营销相关专业理论,阐述了客户采购模式的概念以及种类,并且对金太阳家电的客户采购模式下营销方面进行分析,揭示了金太阳家电客户采购模式下营销方面存在的问题,最后针对其存在的问题提出了改进建议。关键词:金太阳家电企业;客户采购模式;营销策略徐州工程学院毕业论文IIIAbstractThehouseholdelectricalappliancesindustryhasbeenoccupyinganimportantpositionintheeconomyofourcountry.Withdecadesofdevelopment,thehouseholdelectricalappliancesindustryhasbeenmatured,andthehouseholdelectricalapplianceenterpriseshasenteredthestageofdevelopmentbottleneck,andthedevelopmentofe-commerceplatformcauseahugeimpactononthetraditionalstoreoperated,householdelectricalapplianceshavetoactivelylookforanewbreakthroughtodevelopthemselves.Soactivelytothehouseholdelectricalapplianceenterprisescustomerspurchasingmoderesearch,foundproblemsofcustomerpurchasingpatterns,andfindeffectivemeasurestocustomerspurchasingpatternofproblemsolvingwhichhasbecomesomethingthatcannotbeignoredinthecurrenthouseholdelectricalapplianceenterprises.ThispapertakesTheChangzhouGoldenSunExtremeHouseholdElectricalAppliancesCO.,LTDasanexample,andanalyzestheconceptandsortsofcustomerpurchasingpatternsbyusinganalysismethodsofgoldensunhouseholdelectricalappliancescustomerspurchasingaboutadvantage,weakness,opportunity,threat,andrevealsgoldensunhouseholdelectricalappliancesintermsofcustomerpurchasingpatterns,finallyputforwardtheadviceforgoldensunhouseholdelectricalappliancesintermsofcustomerpurchasingpatterns.Keywords:GoldenSunCompany;Customerpurchasingpatterns;Marketingstrategy徐州工程学院毕业论文I目录1绪论.............................................................................................................................................11.1研究的背景与意义..............................................................................................................11.1.1研究的背景..................................................................................................................11.1.2研究的意义..................................................................................................................11.2国内外研究综述..................................................................................................................11.2.1国外研究综述..............................................................................................................11.2.2国内研究综述..............................................................................................................21.3研究的内容..........................................................................................................................31.4研究的方法与技术路线......................................................................................................31.4.1研究方法......................................................................................................................31.4.2技术路线......................................................................................................................42相关理论基础.............................................................................................................................52.1客户的内涵..........................................................................................................................52.1.1客户的定义..................................................................................................................52.1.2客户的划分..................................................................................................................52.2采购的内涵..........................................................................................................................62.2.1采购的定义..................................................................................................................62.2.2影响采购的因素..........................................................................................................62.3客户采购模式的分类..........................................................................................................63金太阳家电客户采购模式现状与存在问题分析.....................................................................93.1我国家电行业发展状况分析..............................................................................................93.2金太阳家电基本概况........................................................................................................103.3金太阳家电客户采购模式现状分析....