xx地区苏宁电器PC业务营销策略设计

摘  要

     3C家电连锁经营行业正面临着激烈的竞争，而宏观经济形势、通货膨胀等因素也给该行业带来了巨大压力，这对苏宁电器这一该行业的标志性企业来说，是一个严峻的考验，同时，随着时代的发展，电脑逐渐成为每个家庭的生活必需品，电脑市场的繁荣也意味着竞争的激烈，自联想并购IBM的PC业务开始，中国的PC行业出现了新的格局，而随着竞争的激烈，PC利润的下滑，苏宁电器应当积极调整营销策略，论文即是针对现状，为徐州苏宁电器设计了PC业务的营销策略。
     论文先介绍了PC行业的宏观情况，并以笔记本电脑为主做了产品介绍和市场概述，并描述了PC行业的未来趋势，接着，采用资料搜集和实地调查的方法对徐州地区PC业务销售的市场格局进行了概括和分析，并以此为基础又根据波特五力模型的理论对徐州苏宁电器进行了较为细致的分析。
     论文还运用理论研究与问卷调查的方法对PC产品的消费者购买动机和影响因素进行了研究分析，并在影响因素的基础上对各个PC终端的竞争力进行评估比较，通过这两个方面掌握了消费者的消费特点和各PC终端的优势劣势。
     最后，论文立足徐州苏宁电器经营现状，以消费者消费行为分析和PC终端特点的研究为支撑，运用营销“4P”、“4C”的分析方法，为徐州苏宁电器设计了具有借鉴意义的PC业务营销策略。

关键词: 苏宁电器  PC  营销策略
 
ABSTRACT

     3C home appliance chain operation industry is facing intense competition,the macroeconomic situation, inflation and other factors put tremendous pressures on the industry,that means this iconic enterprise of Suning Appliance in the industry is toughtest, with the development of the times, the computer is becoming the necessities of each family, the prosperity of the PC market also means that the intensity of competition, since Lenovo acquired IBM's PC business , China's PC industry become a new pattern.with the fierce competition, and PC profits decline.SuNing should actively adjust the marketing strategy, the paper put forward Xuzhou SuNing's PC business marketing strategy against the Current Situation,
.     The paper first describes the macroeconomic situation of the PC industry, notebook computer-based product introduction and market overview, and describes future trends in the PC industry, and by data collection and field surveys ,Xuzhou PC market were summarized and analyzed, and on this basis according to the theory of Porter's five forces model  Xuzhou SuNing Appliance has been meticulously analysed.
      The paper also adopts theoretical study and questionnaire surveyabout consumers  buying PC products of motivation and influence factors studied and analyzed to assess the competitiveness of the various PC terminal on the influencing factors and on the basis of these two aspects mastered the consumer's characteristics and the advantages and disadvantages of PC terminals.
      Finally, the paper based Xuzhou SuNing Appliance operating status, supported by the characteristics of consumer behavior analysis and PC terminals , making the use of marketing the "4P", "4C" methods of analysis, design marketing strategy for Xuzhou SuNing's PC business.

Keywords： SuNing Appliance   PC   marketing strategy

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