海信家电市场营销战略分析与制定

摘要
目前，通过收购科龙，海信已经拥有海信电器（600060）和科龙电器（000921）两家在沪、深、港三地的上市公司，同时成为国内唯一一家持有海信（HiSense）、科龙（Kelon）和容声（Ronshen）三个中国驰名商标的企业集团。在这种形式之下，海信必须尽快进行业务和组织的进一步整合，并从整体业务的角度进行战略和营销策略的统一规划。
本篇论文在通过综合分析家电行业市场现状和海信集团的市场现状，结合中国现状与中国市场特点制定出了海信集团市场的营销战略。
简单阐述了本文的写作目的与意义；第二章主要对中国家电行业市场的现状和面临问题进行简单的分析；第三章对市场营销相关理论做了简单介绍；通过分析海信的市场营销战略，整理出SWOT分析矩阵，归纳出海信目前所面临的优势与劣势、机会与威胁；即制定出符合海信现状的一些市场营销战略（产品策略、价格策略、销售渠道策略和促销策略）。

关键词  营销渠道；营销战略；SWOT
Hisense Appliance Marketing Strategy Formulation
Abstract
Currently, through the acquisition of Kelon, Hisense has owned Hisense Electric (600060) and Kelon Electrical (000 921) 2 in Shanghai, Shenzhen and Hong Kong listed companies in the same time as the only one holding Hisense (HiSense), Section Long (Kelon) and Yung Sheng (Ronshen) three well-known trademarks in China's enterprise groups. In this form, Hisense must as soon as possible the further integration of business and organizations, and from the perspective of the overall business strategy and marketing strategy of a unified plan.
Comprehensive analysis of this thesis in the appliance industry through market situation and status of Hisense Group, a market, combining features of the present China and the Chinese market, Hisense Group to develop a marketing strategy market.
This article is divided into five chapters: the first chapter briefly discusses the purpose and significance of writing this article and writing ideas; the second chapter on the status of the Chinese household appliances market and the problems faced by simple analysis; the third chapter of the theory of marketing made simple Introduction; fourth chapter analyzes Hisense marketing strategies, sorting out the SWOT analysis matrix, summarized Hisense currently facing the strengths and weaknesses, opportunities and threats; fifth chapter is the core of this article, namely, the status of development of a consistent Hisense marketing strategy (product strategy, pricing strategy, sales channel strategy and marketing strategy).

Keywords　 Marketing Channels；Marketing Strategy；SWOT

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