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论文编号：	3981
作者编号：	2220091777
上传时间：	2012/3/9 15:05:00
中文题目：	康佳电视农村市场营销策略及其保障体系研究
英文题目：	The Research on Konka’s TV Marketing Strategy for Rural Areas and Its Guarantee System
指导老师：	戚安邦
中文关键字：	电视行业 康佳公司 中国农村市场 营销策略 保障体系
英文关键字：	Television Industry, Konka Company, China''s Rural Market, Marketing Strategy, Guarantee System
中文摘要：	康佳公司成立于1980年5月，是中国第一家中外合资电子企业，1992年在深交所上市，2010年销售收入160亿元，主要从事电视机、手机及白色家电等相关产品的研发、制造和销售，是中国领先的消费类电子企业。其中，康佳彩电国内市场占有率约12%。近几年，康佳彩电业务增长缓慢，盈利能力下滑，市场份额下降，给集团总体经营带来较大的挑战。占康佳销售收入65%的内销彩电业务，决定着公司整体的经营业绩和发展地位。三星、LG等合资品牌凭借技术、资源和品牌占据半壁江山，海信、创维、TCL、长虹等国产品牌争夺更加激烈；城市市场需求规模呈现饱和趋势，以国美、苏宁为代表的高费用连锁渠道严重侵蚀着企业的利润。因此，从企业生存发展的角度，急需加快农村市场布局和发展步伐。康佳彩电在农村市场不仅有很高的保有量和品牌知名度，年销售规模也达到60亿元。但不管是公司内部管理，还是面对市场竞争和产业转型，康佳彩电都存在着一系列的问题和挑战。因此，分析产业、市场和企业现状，选择有效的营销策略，并确保其有效实施，不仅是康佳彩电当前业绩增长迫切需要，对公司长期发展也具有重要决定意义。同时，还将对国产彩电企业带来重要借鉴价值。本文以康佳彩电农村市场营销策略及其保障体系为研究内容。首先着重分析影响康佳电视农村市场营销的三大因素：电视产品本身的IT化趋势，网络信息技术对电视厂商的运营带来的影响，中国农村市场特殊性因素。接着阐述这三大因素给康佳电视带来的新要求和新挑战，包括产品开发和管理、渠道管理、模式变革和供应链管理提升等。紧接着，基于以上策略特殊性和实施策略保障体系特殊性，分析康佳彩电农村市场的产品策略、渠道策略、模式变革和供应链管理，提出对外以渠道为中心的策略组合和对内以供应链为核心的策略导向。最后，为实施这两个策略组合和导向，提出组织保障体系、产品管理体系、信息保障体系、资源保障体系等四方面建议和安排。
英文摘要：	Konka Group Co., Ltd. was founded in May 1980, is China's first Sino-foreign joint e-business, listed on the Shenzhen Stock Exchange in 1992, 2010 sales revenue of 16 billion Yuan, mainly engaged in TV, mobile phones and white goods and other related product development, manufacturing and sales of China's leading consumer electronics companies. Among them, Konka TV possess 12% share of domestic market. In recent years, Konka TV business slow growth, declining profitability, market share has declined that brings challenges to the larger group's overall business. KONKA sales accounted for 65% of the domestic TV business, determine the company's overall business performance and development status. Samsung, LG and other joint-venture brands with technology, resources, and occupy half of the brand, Hisense, Skyworth, TCL, Changhong and other domestic brands compete more intense; The size of saturated urban market demand trends, Gome, Suning chain represented by the high cost of a serious erosion of channel profits. Therefore, from the perspective of enterprise survival and development, an urgent need to accelerate the pace of development of rural markets and the layout. Konka TV in the rural market is not only to maintain high volume and brand awareness, the annual sales volume has reached 6 billion. However, the internal management, or the face of market competition and industry restructuring, Konka TV there is a range of issues and challenges. Therefore, analysis of industry, market and business situation, choose an effective marketing strategy and ensure its effective implementation can not only solve the current business growth problems, the company's long-term development of great significance, will take on the domestic color TV enterprises to an important reference value. In this thesis, the Konka’s rural marketing strategy and guarantee system for the study and its content. The thesis first focus on analyzing the impact of the three factors of rural marketing: TV's own IT trend, network information technology operations of the TV manufacturers, and the impact of special factors in China's rural market. Then explain these three factors bring to Konka TV the new demands and new challenges, including product development and management, channel management, supply chain management model change and upgrading. Then, the above strategy and implementation strategy to protect the special nature of the special nature of systems, analyzing Konka’s rural market product strategy, channel strategy, mode change and supply chain management, made the combination of channel-centric strategy and internal chain as the core of strategic orientation. Finally, for implementing the combination of these two strategies and guidance, proposing the organize guarantee system, the product management system, the information guarantee system, the guarantee system and other resources, four proposals and arrangements.
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