Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Research on the Marketing Strategy of the Whole Kitchen and Bath Appliances Department of Media

Author YangHongXia
Tutor LiMin
School South China University of Technology
Course Senior management of Business Administration
Keywords Marketing Strategy Market Forecast Kitchen \u0026 Bath Budget Derivative Service
CLC F426.6
Type Master's thesis
Year 2011
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In recent years, the Chinese marketing industry is flourishing, positioning theory, execution theory, learning organization, a variety of fresh statement after another, people seem to like a few years into the Internet age, caught up in a new marketing theory, the concept of bubble , many foreign scholars as a hot spot to be sought after. But our businesses, in addition to dazzling theory still more confused, the mode of operation of the enterprise is basically not changed. No matter how ever-changing, there is one thing you must do: to develop a strategic marketing plan for each year. Strategic marketing plan has become almost all the technical bottleneck of the development of enterprises. The main content of this paper is to study how to effectively develop a strategic marketing plan, Guangdong Midea kitchen appliances Manufacturing Co., Ltd.-making process of the strategic marketing plan on the basis of theoretical studies, empirical research and analysis. Firstly, is the process of strategic analysis: the beauty of the whole kitchen and the Ministry of General and beauty group brand background, internal and external environment analysis SWOT analysis, showing the beauty market opportunities for internal and external factors whole kitchen and the Ministry of taken important initiatives. With the analysis of the internal and external environment and based on forecast future market macro environment analysis and trend analysis will determine the company's mission to develop the company's marketing objectives, including production and sales target and market share targets, profit targets and service satisfaction goals, and ultimately calculate the sales plan for the coming year. To determine the company's marketing goals, you need to have a series of marketing strategies to achieve its objectives, the United States and the whole kitchen and marketing system change strategy, competitive strategy, brand strategy several major strategic direction to enhance the competitiveness of enterprises in the consumer electronics market. Need to plan a variety of marketing strategies, marketing strategy development, marketing plan effective implementation of the annual marketing target. The papers from the marketing mix strategy (including: product strategy, pricing strategy, promotion strategy and distribution strategy), marketing plans, sections derivative Service Plan, analysis of the beauty of the whole kitchen and marketing plan implementation strategies used. Finally, marketing management, organization of marketing resources for the implementation of the marketing plan program, and the process of the implementation of effective control through the implementation of market information feedback process to assess improvement plan, to ensure the realization of marketing objectives. External mobilization during the execution of the plan, internal pay special attention to the coordination between the sales and other departments, distributors, retailers, advertising agencies give strong cooperation and support.

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