浅析我国家电企业促销策划方案

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1、中文摘要企业促销策划活动是一种具有创意性的专业实践，它涉及多方面的内容，诸如广告、产品、价格等等。面对家电行业日益激烈的竞争，做好促销策划方案，使企业的行为得到消费者的认可，成为公众的焦点，这不仅突显出了一个企业的营销策划实力，而且对企业的发展意义重大。在借鉴他人以往研究经验的基础上，运用理论联系实际的方法，从对家电企业的现状和发展趋势的分析入手，较为系统全面地分析了家电企业如何做好促销策划方案，在企业营销目标、市场定位及营销组合策略策划等方面为企业促销策划提出了相应的对策和建议，以期能够对家电企业的市场营销的长远规划和

2、市场竞争力的提高提供有效参考。关键字：营销策划；消费者；营销目标；市场定位AbstractThepromotionplanningofenterpriseisaactivitywithacreativeprofessionalpractice,whichinvolvesmanyaspects,suchasadvertising,product,price,etc.Facingthetoughcompetitionofthehouseholdapplianceindustry,tocompletethepromotionp

3、lans,makeenterprisebehaviorgettingrecognitionofconsumersandbecomethefocusofthepublicnotonlyshowthestrengthofanenterprise'smarketingplanningbutalsohaveagreatsignificancetothedevelopmentofaenterprise.Takenexamplebyothers’previousresearchandbasedonusingthemethodofth

4、etheorywiththepractice,itismoresystematicandcomprehensivetoanalysisthehouseholdapplianceenterpriseshowtomakethepromotionplanswellfromtheanalysisofthepresentdevelopmentsituationandthecompetitionofthehouseholdenterprises.Thepromotionofaenterpriseputsforwardtothecor

5、respondingcountermeasureandsuggestiononthemarkettarget,marketpositioningandmarketingmixstrategyplanning,whichisexpectedtoprovideaeffectivereferenceforthehomeapplianceenterprisesinmakinglong-termmarket-planningandimprovingthemarketcompetitiveness.Keyword:Marketing

6、planning;Consumer;Marketingobjectives;Marketpositioning目录中文摘要..........................................................I外文摘要.........................................................II第一章我国家电行业概况........................................11.1家电行业的发展历程................

7、..................1.2家电行业的现状分析...................................1.3家电行业未来的发展趋势...............................第二章家电企业的营销策划......................................2.1营销目标策划.........................................2.2市场定位策划.........................................2.2

8、.1我国家电产品消费市场特点......................122.2.2整合资源进攻农村市场.........................13(1)农村消费市场特点...............................14(2)我国农村家电市场容量......................