摘 要
我国正处于经济全球化的大背景下。世界经济发展不平衡不充分的问题日益显现，国家之间，地区之间的贸易往来和经济合作也越来越频繁。这也间接导致了企业经营面临的背景和所处环境也日益复杂，企业经营的风险也日益增加。尤其对于跨国企业来说，随着中国一带一路战略的提出，越来越多的中国企业也成功转型积极走出去，因此研究跨国企业的营销战略就变得十分重要了
本文以海尔企业这个大型的跨国企业为例子，以海尔企业作为实际研究对象，通过运用理论归纳法、比较分析法、PEST 模型分析法、SWOT 分析法并辅以查阅相关的资料文献对海尔企业的营销战略进行分析研究，通过研究得出海尔的营销战略在营销的渠道、营销的手段、以及营销文化、产品的创新等方面都有着自己独特的优势，而且通过海尔企业的营销战略优势，我们可以以此为借鉴，一方面对我国家电行业中占绝大多数比例的中小微企业提供相应的启示，为它们实施营销战略带来有关的指导意见；另一方面，也可以帮助我国中小微家电企业实施更好的企业营销战略，促进更多的中小微家电企业积极走出去。
关键词：海尔企业；营销战略；家电行业
Research on Haier Enterprise Marketing Strategy
Abstract:China is the context of economic globalization.The unbalanced and inadequate development of the world economy is becoming more and more evident,and trade and economic cooperation between countries and regions are becoming more and more frequent.This indirectly leads to the increasingly complex background and environment of enterprise operation,and the increasing risks of enterprise operation.Especially for multinational enterprises,with the introduction of One Belt And One Road strategy in China,more and more Chinese enterprise have successfully transformed and actively gone global,so it’s very important to study the marketing strategy of multinational enterprises.
Based on haier this large multinational enterprise as an example,selected the haier as the research object,by using the theory of induction,comparison analysis method, the PEST model analysis,SWOT analysis along with access to relevant information literature of haier marketing strategy analysis,through the study of haier’s marketing strategy in the marketing channels,marketing means,in such aspects as culture,product innovation and marketing has its own unique advantages,and through the haier marketing strategy advantages,we can as an example,on the one hand,it provides reference for the medium,small and micro enterprises that account for the vast majority in China’s home appliance industry,and provides them with relevant guidance for the implement of marketing strategy;One the other hand,it can also help China’s small,medium and micro household appliance enterprises to implement better marketing strategies and promote more small,medium and micro household appliance enterprises to actively go out.
Key words:haier enterprise;marketing strategy;home appliance industry
目录
绪论1
选题背景和研究意义1
研究思路与研究方法3
营销战略理论6
营销战略理论综述6
营销战略理论的职能7
海尔企业营销战略分析9
海尔企业发展简介9
海尔企业现有营销战略现状11
海尔企业现有营销战略的优势14
海尔企业营销战略带来的启示19
海尔企业营销战略成功的原因19
对我国中小微家电企业营销战略的借鉴之处22
5 结论25
参考文献
