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论文编号：	4481
作者编号：	2120102739
上传时间：	2012/6/11 11:40:05
中文题目：	欧威尔空调（中国）有限公司营销战略研究
英文题目：	Research on The marketing strategy of Airwell air-conditioning China
指导老师：	刘建华
中文关键字：	欧威尔 中央空调 营销战略
英文关键字：	Airwell central air-conditioning marketing strategy
中文摘要：	伴随着我国经济实力的不断增加，空调已经走进了千家万户，成为生活中必不可少的家用电器。但很少人意识到，中央空调，远比家用空调更早的进入了我们的生活。当空调对平常百姓还是奢侈品的时候，炎热的夏天，大型的商场就成为了人民夏日避暑的不错去处。进入21世纪，在环保节能的大势驱使下，中央空调产品向着高效、省电，低污染的方向发展，绿色空调将成为未来中央空调的主流。以变频技术和地源水源以及冰蓄冷技术为代表的节能空调，引领了当今空调市场的潮流。目前，中央空调市场竞争异常激烈。一方面，在中国，几乎所有世界知名中央空调品牌制造商都有设立生产基地和研发中心，中国高速发展的经济，像一块巨大的吸铁石，吸引着更多的跨国大企业进驻中国。另一方面，中国本土空调企业，在掌握了核心科技后，迅速扩充着他们的市场占有率。欧威尔空调（中国）科技有限公司，隶属于欧威尔集团。二战后该企业的创始人------创建了以工业冷却类产品为主流的欧威尔公司，经历了60多年的风风雨雨，发展到今天，全球已经有七个生产基地。中国深圳的工厂于2008年正式投产，辐射东南亚。进入中国市场后，3年的市场投入并未达到预期的效果，无论是产品还是市场都存在着较大的改善空间。本文行文以营销战略理论，STP理论为基础。首先依据相关的营销理论，对公司营销的环境进行了剖析，然后根据中央空调市场的现状，进行了战略选择，并阐述了战略实施的各种策略和保障措施，最后总结。公司三年内，投入了大量的资金开拓市场，效果不甚理想，虽然每年销售额都有增加，可至今未能摆脱低价格竞争的模式，公司负担越来越重，无论是董事会还是市场对该品牌会逐渐的失去耐心和信心，所以，调整战略思路势在必行。在参考阅读了大量文献资料，本研究对欧威尔产品战略和营销战略进行了研究，尝试制定出更加适合欧威尔的战略思路。 关键词：欧威尔 中央空调 营销战略
英文摘要：	Along with our country economy actual strength increases ceaselessly, air conditioning already walked into thousands of households family as an indispensable household appliances. But few people realize central air-conditioning entered our life earlier than household air conditioning. when conditioning are luxury for ordinary people , hot summer, large shopping malls became people's summer home . Enter twenty-first Century, environmental protection and energy saving trend driven, central air conditioning products toward to high efficiency, energy saving, low pollution direction! Green air conditioning will become the next important conditioning of the mainstream! Frequency conversion technology and source of water and ice thermal storage technology as the representative of the energy-saving air conditioning, leading the market trend of today's air conditioner. At present, central air conditioning market competition become fierce. On one hand, in China, almost all of the world famous central air conditioning brand manufacturers have set up a production base and R & D centers in China, the rapid development of the economy, like a huge magnet, attracting more multinational enterprises. On the other hand, Chinese domestic air-conditioning business, master the core technology, to quickly expand their market share. Airwell air-conditioning ( China ) Limited company of science and technology, belonging to Airwell group. After World War II, the company's founder, created to industrial cooling products for the mainstream Airwell Group, has experienced 60 years of groundless talk, development arrives today, there are seven production bases in the world. Shenzhen china factory come to operation in 2008, radiation Southeast Asia. Since enter the Chinese market, market inputs for 3 years achieve desired effect, whether products or markets there is greater improvement in space. Based on the theory of marketing strategy, STP theory, related marketing theory, the marketing environment analyzing, and the current situation of the market of central air conditioning, undertake the strategy selection, and describes the strategy implementation of the strategy and measure. In the past three years,欧威尔 has invested large amounts of funds to open up the market, the effect is not good. Although the annual sales have increased, but so far has failed to get rid of the low price competition mode, the company increasingly heavy burden, either the board or the market of the brand will gradually lose patience and confidence. so, adjust the strategic train of thought be imperative. In reference to read a lot of literature data, Airwell product strategy and marketing strategic research were done by author , try to develop a more suitable strategy for Airwell. Key words: Airwell central air-conditioning marketing strategy
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