老板电器江苏地区的营销策略分析
摘要： 近年来，由于城市化的快速发展，越来越多的人在生活方面开始注重起来，因此，许多的消费者在家里面更希望能够有一间属于自己的厨房天地，能够打造高的生活品质。每一位消费者都渴望一份好的电器环境，就让我们一同与老板电器手牵手，满足市场上消费者的需求。公司生产与经营的“老板电器”在当今电器市场上受到“方太电器”、“樱花电器”、“德意电器”等一些大品牌的竞争，自身的价格优势正在丧失，市场销售额正在大幅度下降。面对激烈的竞争环境，我们需要寻找新的目标市场和制定新的营销组合策略。公司在分析内部环境、外部环境、消费环境、竞争环境等因素的基础上，完成新的目标市场；为了让能够达成新的目标市场，公司决定对营销策略进行设计，制定了一系列的计划和方法等。
关键词：老板抽油烟机；江苏省；市场分析
Boss Electric Marketing Strategy Analysis of Jiangsu Province
Abstract:In recent years, the rapid development of urbanization, more and more people began to pay attention to them in life, so many consumers at home, which would prefer to have a world of their own kitchen, can create high quality of life. Every consumer desire for a good electrical environment, let us hand in hand together with the owner of electrical appliances, to meet consumer demand in the market.Production and management company, "the boss appliances" by the "party too Electric", "cherry appliances," "German, Italian and appliances" and some other major brands to compete in today's electronics market, is losing its price advantage, market sales are significantly decline. Faced with fierce competitive environment, we need to find new target markets and develop new marketing mix strategy.Companies based on the analysis of internal environment, external environment, consumer environment, the competitive environment and other factors, the completion of new target markets; in order to allow to reach a new target market, the company decided to design marketing strategy, formulated a series of plans and methods.
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Keywords:boss hoods,Jaingsu province,Market analysis
目录
摘要、关键词.........................................................4
一、简介.............................................................5
二、研究方法.........................................................6
三、问题的提出.......................................................6
四、市场分析.........................................................7
（一）市场现状和策略.....................................7
1、厨房电器行业发展现状描述...........................7
2、厨房电器功能分析..................................7
（二） 主要竞争对手及其优劣势..........................................8
（三） 营销外部环境分析.....................................10
1、政治因素...................................................10
2、经济因素....................................................10
3、社会因素.......................................................10
4、技术因素.....................................................11
（三）五力模型分析....................................................11
（四）机会和威胁......................................................12
五、内部环境分析....................................................14
（一）供应链分析......................................................14
（二）优势和劣势......................................................19
六、市场定位STP......................................................21
七、营销策略..........................................................26
1、产品............................................................26
2、分销............................................................26
3、定价............................................................27
4、促销............................................................27
八、促销活动计划安排............................................27
九、总结..............................................................31
十、 参考文献.........................................................33
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