《4.12基于消费者行为的企业营销策略研究——以小家电行业为例打印店排稿》由会员分享，可在线阅读，更多相关《4.12基于消费者行为的企业营销策略研究——以小家电行业为例打印店排稿（78页珍藏版）》请在金锄头文库上搜索。
1、分 类 号 密级 学校代码 10542 学号 基于消费者行为的企业营销策略研究以小家电行业为例Enterprise marketing strategy on consumer behavior - a case study of small household electrical appliances industry研 究 生 姓 名：导 师 姓 名、职 称：学 科 专 业：工商管理研 究 方 向：企业管理湖南师范大学学位评定委员会办公室二一四年四月摘 要随着我国市场经济的持续发展，小家电业的市场化程度不断提高。由于产品的高度同质化，以及价格竞争、品牌竞争带来的多败俱伤，具有持久竞争优势
2、的营销策略就成为小家电企业决胜市场的关键因素。因此，加强营销策略管理对小家电企业扩大市场、提高销量都具有极其重要的意义。现代的市场营销观念认为，在影响商品销售的诸多因素中，消费者行为最为重要，其理由非常明了，一是商品以满足消费者需求为根本目的；二是一切市场营销策略只有考虑了消费者行为的特征，才可能起作用。消费者行为研究是研究不同消费者的各种消费心理和消费行为，以及分析影响消费心理和消费行为的各种因素，揭示消费行为的变化规律。影响消费者行为的因素主要体现在经济、文化及心理上。只有全面深刻地研究消费者及其行为，才能对企业市场营销起到重要作用。通过研究消费者的行为及影响消费者行为的各种因素，有针对性
3、地制定相应的市场营销战略，可有效提高企业竞争力。网络的产生和迅速发展对市场营销产生了重要影响，同时消费者行为变化也必然要求企业制定新的市场营销策略以适应新变化。正确的认识这些影响，对于企业适应新环境，更好的细分市场，采用新的营销手段和方法，满足消费者需求具有重要的意义。本文以小家电行业为例，从消费者的角度来探讨哪些因素影响了消费者对小家电的购买行为，在此基础上提出了基于消费者行为的企业营销策略，以供小家电企业参考。并通过美的小家电的营销策略为案例，为小家电行业市场营销策略的制定做引子，从而提出有利于小家电行业中企业相关企业的营销策略。关键词：消费者行为；企业；营销策略；小家电行业Abstrac
4、tWith the continuous development of market economy in China, the degree of marketization of small household electrical appliances industry continues to improve. Due to high degree of homogeneity of the product,as well as more defeated by price competition, brand competition hurt,has the lasting comp
5、etitive advantage marketing strategy has become the key factor of small household electrical appliance enterprises winning the market. Therefore, has the extremely vital significance to strengthenmarketing strategy management to improve sales of small household electrical appliance enterprises to ex
6、pand the market. The modern concept of marketing that, in many factors that affect the sale of goods,consumer behavior is the most important, the reason is very simple, acommodities to meet consumer demand as a fundamental purpose; twois all marketing strategy only considers the characteristics of c
7、onsumer behavior, it may play a role. Study of consumer behavior is the different consumer consumption psychology and consumer behavior, and thefactors influencing consumer psychology and consumer behavior,consumer behavior changes revealed. Factors affecting consumer behavior is mainly reflected in
8、 the economic, cultural and psychological.Only a comprehensive and profound study of consumers and theirbehavior, to an important role for the enterprise market marketing.Various factors influence the behavior and consumer behavior ofconsumers, to formulate the corresponding marketing strategy, can
9、effectively improve the competitiveness of enterprises. Network and the rapid development has an important influence on the marketing, andconsumer behavior changes will also require the enterprises to developnew marketing strategies to adapt to new changes. The correctunderstanding of these effects,
10、 for enterprises to adapt to the newenvironment, and better market segments, the marketing of new means and methods, has important significance to meet consumer demand.In this paper, the small household electrical appliances industry as an example, from the consumers perspective on what factors infl
11、uenceconsumer demand for small household electrical appliances purchasing behavior, based on the enterprise marketing strategy based on consumer behavior, for small household electrical appliance enterprisesreference. And the beauty of small household electrical appliancesmarketing strategy for the
12、case, for small household electrical appliance industry marketing strategy formulation as a hook, which is advantageous to the enterprise of small household electrical appliancesindustry related enterprise marketing strategy. Keywords: private， consumer behavior; enterprise; marketing strategy; smal
13、l household electrical appliances industryIII目 录摘 要IABSTRACTI1. 绪 论21.1 选题背景及研究意义21.1.1选题背景21.1.2选题意义21.2 研究内容与方法21.2.1研究内容21.2.2 研究方法21.3相关概念界定21.3.1 小家电的定义与分类21.3.2 小家电行业特征31.4论文主要创新点32. 理论基础及研究综述42.1 消费者行为学理论基础42.1.1消费者行为学42.1.2 消费者购买决策过程理论62.1.3 影响消费者行为的因素72.2 营销策略理论82.2.1 市场营销的理论综述82.2.2 市场营销的经
14、营思想82.2.3 市场营销策略92.2.4 服务营销组合策略102.3 企业营销策略与消费者行为的关系102.4 国内外研究现状112.4.1国外研究现状112.4.2国内研究现状113. 基于消费者行为的小家电行业发展现状133.1 小家电行业发展现状133.1.1小家电行业分析133.1.2小家电行业发展特点143.1.3小家电的SWOT分析143.2小家电消费者消费心理和消费动机分析153.2.1小家电消费者的消费动机153.2.2小家电消费者的消费决策153.2.3 网络消费者购买过程分析173.3小家电行业发展现状及存在问题183.3.1小家电行业市场格局183.3.2小家电细分市
15、场分析193.3.3小家电发展趋势213.3.4小家电市场面临的主要问题224 小家电行业的营销策略制定244.1产品策略244.2价格策略244.3促销策略254.3.1传统方式的常用策略254.3.2新型促销方式254.4人员策略264.5有形展示策略264.5.1原则274.5.2有形展示实施策略274.6过程策略274.7 渠道策略285 美的小家电的营销策略305.1 美的小家电简介305.2 美的小家电营销SWOT分析305.2.1美的小家电营销的优势分析305.2.2美的小家电营销的劣势分析315.2.3美的小家电营销的机遇315.2.4美的小家电营销的挑战325.3美的小家电产品市场营销策略335.3.1美的小家电营销的产品策略335.3.2美的小家电营销的渠道策略335.3.3美的小家电营销的促销策略335.3.4美的小家电营销的价格策略346 结 论35参考文献36
