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论文编号：	12276
作者编号：	2320180472
上传时间：	2021/3/3 16:06:54
中文题目：	九阳破壁机产品营销策略及其实施
英文题目：	Researh on marketing strategy and implementation of Power Blender
指导老师：	张永强
中文关键字：	小家电；九阳破壁机；营销策略
英文关键字：	Samll home appliance;JOYOUNG POWER BLENDER;Marketing strategy
中文摘要：	随着社会经济快速发展，科学和技术变化日新月异,各行业产品的更新升级速度不断加快，与国民生活密不可分的家电行业也在不断推出新的产品与技术。在家电行业迅速发展的背景下，家电市场的竞争日益激烈。由于受到美的、苏泊尔以及其他新崛起品牌带来的竞争压力以及经济全球化导致小家电行业发展增速缓慢等问题带来的影响，九阳企业发展面临一定的压力，为了应对多方面带来的挑战，推动企业更快发展，九阳企业仍需不断规划和完善营销策略，从而提高销售业绩。 本文主要运用PEST、SWOT等分析工具，结合相关营销理论，以九阳破壁机产品为研究对象，分别从宏微观角度对九阳破壁机产品的销售环境进行了详细分析。通过STP营销理论，对九阳破壁机产品进行市场细分、市场选择，从而确定产品的市场定位,并且结合4P理论,详细分析了九阳破壁机产品在产品策略、价格策略、渠道策略、宣传与促销策略四个方面面临的主要挑战，发现破壁机产品策略主要存在定位老化，销售单一等问题；价格策略存在产品定价较高、中层价格段缺失等问题；渠道策略存在层级设计较多、没有落实全渠道策略等问题；宣传与促销策略存在投入成本高、促销力度低等问题，并且针对九阳破壁机产品营销策略存在的问题，提出了具体的优化策略方案。同时从人员、资金、制度、文化四个方面提出了详细的保障措施。 通过本文对九阳破壁机产品营销策略的研究，争取促进九阳破壁机及其他小家电产品的发展，提高企业的销售业绩，推动九阳家电产品的品牌影响力，进一步扩大产品市场份额。同时对其他小家电企业制定营销策略提供一定的参考与借鉴。
英文摘要：	With the rapid development of society and economy, science and technology change with each passing day, the updating and upgrading speed of products in various industries is constantly accelerating, and the household appliance industry, which is inseparable with national life, is also constantly introducing new products and technologies. With the rapid development of home appliance industry, the competition in home appliance market is increasingly fierce. Because by MIDEA, SUPOR and other new brand brings the pressure of competition and economic globalization lead to problems such as small home appliance industry growth is slowly the effects of JOYOUNG enterprise，the development is faced with a certain pressure, in order to cope with various challenges, promote enterprise development faster, JOYOUNG enterprises still need to be constantly planning and improve the marketing strategy and to improve sales performance. This thesis mainly use PEST, SWOT and other analysis tools, combined with relevant marketing theories, and takes the products of JOYOUNG POWER BLENDER as the research object to analyze the sales environment of the products of JOYOUNG POWER BLENDER from macro and micro perspectives. By STP marketing theory, the JOYOUNG POWER BLENDER products to market segmentation, market choice, to determine the product market positioning, and combining with the 4 p theory, analyzes the JOYOUNG POWER BLENDER products in the product strategy, price strategy, channel strategy, publicity and promotion strategy four aspects the main challenge, find the JOYOUNG POWER BLENDER products strategy mainly exist positioning, sales of single issues; The pricing strategy has some problems, such as high product pricing and absence of middle price segment. There are many problems in the channel strategy such as hierarchical design and not implementing the whole channel strategy. There are existing some problems in the publicity and promotion strategy, such as high input cost, low promotion intensity and so on. In view of the existing problems in the marketing strategy of JOYOUNG POWER BLENDER , the specific optimization strategy is put forward. At the same time from personnel, capital, system, culture four aspects of the detailed safeguard measures. Through the research on the marketing strategy of JOYOUNG POWER BLENDER products in this thesis, we strive to promote the development of JOYOUNG POWER BLENDER and other small home appliance products, improve the sales performance of enterprises, promote the brand influence of JOYOUNG home appliance products, and further expand the market share of products. At the same time to other small home appliance enterprises to formulate marketing strategies to provide a certain reference .
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