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1、S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究770457S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究10246学号：S03E025077S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究AS03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究系（所)专业姓名工作单位指导教师完成曰斯硕士学位论文美资由色彖电企惠而浦的中国營销策略耐t管理学院髙级管理人员工商管
2、理江上海惠尔捕水他有限公司陆雄文教授2004年12月1日勿全义i；?布S03E025077陶江美资fi色家电企业惠而浦的中国营销策略研究AbstractChina'srapideconomicdevelopmentintotheworldstageandtherevitalizedeconomicstrengthhasliftedChinaasaneconomicpowenChinahasemergedfromvirtualisolationtobecometheemergingworldmarket.AsChina'snationalpercapitai
3、ncomelevelcontinuestoriseandtheenormouspotentialoftheChineseconsumermarket;specificallytheChinesehouseholdappliancemarket;cannolongerbeignoredbytheleadersofmultinationalhouseholdappliancemanufactures.Theworldnumberonehouseholdappliancemanufacture-WhirlpoolUnitedStatesofAmerica,alo
4、ngwithotherEuropean,KoreanandJapanesemanufactures,allarefightingforapieceoftheChineseconsumerdollar,themarketentiyrangingfromdirectinvestment,partnershipwithalocalmanufacture,etc.Yetwithsufficientcapital,advancedmanufacturingtechnology,managementknow-how,andlaborcostadvantageisnog
5、uaranteeforsuccessintheChinamarket.Overtheyears,competitionamongdomesticandmultinationalhouseholdappliancemanufacturescontinuetointensify,astepbystepcompletemakeover,alteringthelandscapeofthewhitehouseholdappliancemarketinChina,makingcompetitionthenameofthegame.Asthecompetitiondee
6、pens，pricingpressureofeverylinkagefrommanufacturingtoconsumermarketiscompressed，makingitalmostnotpossibletocompetebasedonpricingonly.Howtoestablishcorecompetitiveadvantagehasbecomethetopicforeverydomesticandmultinationalwhitehouseholdappliancemanufactures.WithWhirlpoolUnitedStates
7、ofAmerica'sreturningtotheChinamarket,thetopicofthismaster'sthesisistoexplorethepossiblesuccessfulstrategicdirectionforWhirlpoolChinainconjunctionwiththeEMBAcurriculumstheoremapplied.ThedirectionstobeanalyzedareProducts,BrandName,PricingandDistributionChannels.Theanalyticalpointsof
8、viewsare:Fromastrategicandmarketi
