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1、美的家用空调绍兴销售公司营销策略研究东北财经人学本科毕业论文美的家用空调绍兴销售公司营销策略研究工商管理学院市场营销作者院系专业年级学号指导教师容捉要随着我国国民经济的发展和人民生活水平的提高，空调逐步向着舒适美观、环保、健康、高效、节能的趋势发展。其中，家用空调以其强人潜力和应用优势取得了突破性的发展。在空调行业超常规繁荣的同时，我们也注意到该行业已不可避免地岀现了-系列问题。由于空调行业相对较高的利润和鮫低的进入壁垒，引至大量企业不断跟进。在产品同质化后，空调行业的竞争被迫提早展开，且愈加激烈。最为突出的表现就
2、是价格战愈演愈烈，且各品牌乐此不疲。种种迹象表明，空调行业面临着洗牌。此时，企业的每一个决策对白身的生存及发展都有决定性意义。美的作为中国空调行业的一线品牌一直以其先进的技术、优良的质量、适中的价格占领着较高的市场份额，更在南方地区的大多数城市夺取了市场老大的地位。2007年，美的空调国内外销罐100()亿，位列屮国空调品牌之首，这充分说明了美的的营销模式是相当成功的。因此，关键词：家用空调营销策略渠道管理2AbstractAlongwiththedevelopmentofChina'snationaleconom
3、icsandimproveofpeople'slivingstandard,airconditioningdevelopsgraduallytowardsabeautiful,comfortable,healthy,environment-friendly,highlyactiveandcncrgy-cfficicnttrend.Domesticairconditioninghasmademanybreakthroughsbyitsstrongpotentialandapplicationsadvantages.H
4、owever,wealsotooknoteofsomeinevitableproblemsofairconditioningindustrywhilethisindustrytookonatrendofsupcrnomalprosperity.Becauseoftherelativehighprofitsofairconditioningindustryandlowerbarrierstoentry,alargenumberofenterprisesfollow-upcontinuously.Afterthehom
5、ogenizationofproducts,airconditioningindustry'scompetitivenesswasforcedtostartearlierandbecomemoreandmoreintense.Itisthemostoutstandingmanifestationthatthepricewarisintensified,andsomanybrandsarealwaysgladaboutit.Thereareavarietyofindicationsthatairconditionin
6、gindustryfacesreshuffle.Atthispoint,everydecision-makingofenterprisesfortheirownsurvivalanddevelopmenthasdecisivesignificance・Midea,asafirst-linebrandofChina'sairconditioningindustry,occupiesahighermarketsharewithitsadvancedtechnology,excellentqualityandafford
7、ableprice,evenwinsthepositionofmajorityurbanmarkets'leaderintheSouthareas.In2007,MideaisrankedthebestsellingairconditioninginChinaasthesalesoflOObillionyuanhomeandabroad,whichfullyshowsthatthemarketingmodelofMideaisverysuccessful.Therefore,textualbasictrainoft
8、houghtisthatanalyzethecurrentsituationofdomesticairconditioningmarketandthemarketingstrategyofShaoxingDomesticAirConditioningSalesCooiporation一Midea*ssubsidiary,andresearchthesucce
