BB公司小家电产品市场营销策略研究

BBResearchonthemarketingstrategyinBBCompany201010201011282010112820101128BBBBBBBBBBBBBBBBBBSWOTBBBBBBBBBBResearchonthemarketingstrategyinBBCompanyABSTRACTUnderthebackgroundoftheworldfinancialcrisisandtheeconomicgrowthslow,theChinesesmallhouseappliancesmarketontheoppositeofthehouseappliancesmarket,hasgreatmarketpotential,asanewprofitsgrowthofappliancesmarketBBHouseAppliancesSaleLimitedCorporation(China)(hereafterrefersasBB)isoneoftheearliestforeigncorporationenterstheChinesemarket,BBhashadtargetedthehigh-endconsumemarket,establishedtheproductimageofhigh-end,goodqualityandadvanceintechnology.Thisarticleusedmarketingtheory,speciallytheknowledgeofthemarketingmixandthemarketingstrategy.ProposedBBwhenitentersthedomesticsmallhouseappliancesmarket,accordingtheChinesesmallhouseappliancesmarketandBB’ssituationasthecasebackground.Articleindicatedthedefinitionofsmallhouseappliancesandmakeoffthesortofproduce.Neatenandgeneralizethedevelopmentsituation,consumerdemandsandbrandsituationofthecurrentlymarket,describedthemainproblemsinthemarket.Throughlargeamountsofdataandfacts,thispaperanalyzestheBBinternalandexternalenvironmentofsmallhouseappliancesmarket.UsingtheseinformationsdidSWOTanalysis.Paperclosearoundtheconsumergroupcharacteristicsofsmallhouseappliancesmarket,andBBcompany'sbrandposition.Analyzedconsumergroupsegmentation,andsettheproducttargetmarket.Combinedwiththecompany'scurrentsituation,fromproduct,price,promotionalandchannelstrategyputforwardastrategyoftargetedprograms.Inordertoimplementthemarketingstrategy,thisarticlefromtheangelhowtocreatetheefficientsaleteam,enhancebrandimpact,improvelogisticsandcustomerfingeroutthesuggestionsofmanagementandcontrol.Inthispaper,hadcompletedBBCorporation’smarketingstrategyresearchandanalysisofsmallhomeappliances,whichisrelatedtoothersimilarcompanyhasthemodelandthereferencevalue.KeywordsMarketing;SmallHomeAppliances;StrategyTiomTobieMBA201010161......................................................................................................1...................................................................................................3...................................................................................................4..........................................................................................11.1..................................................................................11.2........................................................................11.3...........................................................................21.4.....................................................................................2.........................................................................42.1...........................................................................42.2..............................................................................42.2.1“4P”...............................................................42.2.2“4C”...............................................................52.2.3“4P”“4C”.........................................................62.3...............................................................62.4......................................................................72.5....................................................................9BB.................................................123.1............................................................................123.1.1...................................................................123.1.1.1.................................................................123.1.1.2.................................................................133.1.1.3.......................................................133.1.1.4.................................................................143.1.1.5.................................................................153.1.1.6.................................................................153.1.2...................................................................163.1.2.1.......................................................173.1.2.2.......................................................203.1.2.3...................................................203.1.2.4...................................................213.1.2.5..........................................................213.1.2.6........................................................................223.1.2.7......................................223.2............................................................................233.2.1...................................................................243.2.2...................................................................243.2.2.1.................................................................253.2.2.2.................................................................263.2.2.3.................................................................273.2.3.1.................................................................283.2.3.2................