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论文编号：	11401
作者编号：	2320170716
上传时间：	2019/12/14 11:05:35
中文题目：	海尔冰箱整合营销传播策略优化研究
英文题目：	Research on the optimization of Haier refrigerator''s integrated marketing communication strategy
指导老师：	杜建刚
中文关键字：	海尔冰箱；整合营销传播；营销传播策略
英文关键字：	Haier refrigerator；Integrated marketing communication；Marketing strategy
中文摘要：	2019年是家电行业面临困难的一年，许多家电产品在经历2018年的“酷暑”之后都纷纷进入到2019年的“寒冬”。冰箱作为大家电产品广泛普及的品类，在以替换为主要购买动力的2019年全面承压。2019年我国经历了GDP增速下行、房地产不振、居民消费低迷、新婚对数持续负增长、中美贸易战爆发等等等等众多因素，种种因素都没有给冰箱市场带来足够的增长动力。 在这种背景下，对于各家电品牌推出的冰箱产品提出了更多的要求，在目前产品同质化严重的今天，如何通过整合营销传播的工具和方式实现差异化逐渐成为这场战争中的决定性因素。 本文以海尔冰箱整合营销传播策略为研究对象，根据国内冰箱市场的大环境、竞品分析和其本身的整合营销传播现状进行分析。首先，进行深入的理论分析，从整合营销传播的起源、发展、概念以及国内外文献分析等维度进行了综述。其次，结合海尔冰箱在中国市场的情况，应用 PEST分析法和 SWOT分析法分析该业务整合营销传播的内外部环境，并结合其目前的整合营销传播状况及问题，从而得出适合海尔冰箱的策略方案，从品牌形象、内容、方式、媒介4个层面对其未来的整合营销传播提供了方向和可行性建议。此外，在结尾处阐述了对未来的设想，由于冰箱产品的普及以及智能科技的发展，未来冰箱能带给消费者的不仅仅是保鲜的体验，而是一种健康美食的生活理念，更是一种生活方式的革新，冰箱类大家电不是进入了寒冬，而是需要通过与消费者更好的交互，促进消费升级和更新换代。
英文摘要：	2019 is a difficult year for the home appliance industry. Many home appliance products have entered the "winter" of 2019 after experiencing the "extreme heat" of 2018. Refrigerators,as the most widely used category of electric products,are under overall pressure in 2019，when they will be replaced as the main purchasing power.In this year, there have been many factors, such as the decline of China's GDP growth rate, the sluggish real estate, the sluggish consumer consumption,the continuous negative growth rate of newly-married couples, the outbreak of trade war between China and the United States,etc.,for all these factors,they have not brought enough growth momentum to the refrigerator market. In this context,more requirements are put forward for refrigerator products launched by various household appliance brands. In today's serious homogenization of products,how to achieve differentiation through integrated marketing communication tools and methods has gradually become a decisive factor in this war. This paper takes Haier refrigerator's integrated marketing communication strategy in China as the research object,and analyzes based on the overall environment,competitive product analysis and its own integrated marketing communication status. Firstly,in-depth theoretical analysis is carried out to summarize the origin, development, concept and literature analysis of integrated marketing communication at home and abroad. Secondly, the combination of haier refrigerator in the Chinese market situation, PEST analysis and SWOT analysis is used to analyze the business internal and external environment of integrated marketing communications, and combined with its current condition and problems of integrated marketing communications strategy for Haier refrigerator, drawn from the brand image, content, way, media four aspects for its future integrated marketing communications provides direction and feasible Suggestions. In addition, in the end this paper expounds the ideas for the future, due to the popularity of refrigerator products and intelligent development of science and technology, the refrigerator of the future will bring consumers is not only a fresh experience, but for the life of a healthy food concept, but also a way of life of the innovation, refrigerator class everybody electricity is not in the winter, but need better interaction with the consumer, promote consumption upgrade and update.
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