春兰空调营销策略创新研究

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1、声明本学位论文是我在导师的指导下取得的研究成果，尽我所知，在本学位论文中，除了加以标注和致谢的部分外，不包含其他人已经发表或公布过的研究成果，也不包含我为获得任何教育机构的学位或学历而使用过的材料。与我一同工作的同事对本学位论文做出的贡献均己在论文中作了明确的说明。研究生签名：霄移棚加l乙年

2、卜日f日学位论文使用授权声明南京理工大学有权保存学位论文的电子和纸质文档，可以借阅或上网公布本学位论文的全部或部分ia容，可以向有关部门或机构送交并授权其保存、借阅或上网公布本学位论文的全部或部分ia容。对于保密论文，按保密的有关规定和程序处理。研究生签名：叠幽每J≯

3、年f步月厂日硕士论文春兰空调营销策略创新研究⋯⋯⋯飙二生三一航鞠随着社会经济的不断发展，居民的生活水品也不断提高，空调作刀i三!关键词：营销策略创新管理春兰公司AbstractWiththecontinuousdevelopmentofthesocio．economiclifeoftheI℃sidentswaterproductscontinuetoimprove，andairconditioningasimprovethequalityoflifeofresidentsproductdemandisalsoincreasing，butduetothera

4、piddevelopmentinrecentyears，manybrandsofair-conditioningindustry,hasbeenformedforgreaterthandemandforthesitumion．Theairconditioningindustryisfacingincreasinglyfiercecompetitioninthemarket，growingcompetitionwithintheindustrytobringgreatchallengestothedevelopmentoftheairconditioning

5、manufacturers．Therefore．themarketingstrategyoftheair-conditioningindustryinnovationresearchisimperative．Thenotablefeatureofthedomesticair-conditioningindustryishomogenization，notonlyinvariousbrandsofairconditioningproducts，eveninairconditioningmarketingchannelsandservicesbrandsare

6、basicallythesame．Airconditioningcompanieshowtodoagoodjobinmarketinginnovationbecomeakeytoopenanewpathinacomplexmarket．otherwisetheenterpriseveilllosevitality,deeplytroubledonlyinthelowendofthepricewar．Chunlanair’forexample，throughtheanalysisoftheChunlanstatusquo，tostudyitsproblems

7、，fromthepointofviewofinnovation，providinginnovativesuggestionsandideasforofChunlanproducts，channels，services，andothermarketingfactors，forChunlancompanylearn．Thepaperisdividedintofourparts，thefirstchapteristheintroductionofarticlewritingbackground，significance，articlesframeworks；Th

8、esecondchapterdescribesthetheoreticalknowledgeofthemarketingstrategyinnovation，focusingontheanalysisofthestrategicinnovation，marketingmanagementandmarketinginnovationpoints；ChapterIIIanalyzesthecurrentsituationofthedomesticairconditionerindustry,theChunlanmarketingmanagementstatus

9、anditsproblems；Chapterelaborateda