浙江星星家电股份有限公司进入美国市场的营销策略
邱瑞
（杭州万向职业技术学院经济贸易系）
摘要 本文首先从企业实力、市场规模、营销渠道、品牌发展等方面阐述了浙江星星家电股份有限公司（简称星星家电）的基本概况和主要产品系列。其次，通过美国家电市场容量、家电供应及经销渠道、美国家电市场的发展趋势来分析美国家电行业的市场环境。第三部分在前两部分的基础上，从根据市场环境做好产品定位、开展多渠道营销这两个方面给出了星星家电进军美国市场的具体对策。
关键词 星星家电；美国家电市场；策略；对策
Zhejiang xingxing electrical appliances company limited to United States markets marketing strategy
Qiu Rui
（Economic and Trade Department of Hangzhou Wangxiang Polytechnic）
Abstract This article starts with the business, market, marketing, brand development, elaborated on Zhejiang xingxing electrical appliances company limited (referred to as Star appliances) basic profile and main product series. Second, by United States home appliances, appliance supply and distribution channels, market capacity United States home appliances market development trend analysis of United States market environment of the household appliance industry. Part III on the basis of the first two parts, according to market positioning, multi-channel marketing star appliances is given both to enter the United States market specific solutions.
Key words Star appliances; United States home appliances market；strategy
目 录
1.2 星星家电主要产品………………………………………… 1
2.美国家电行业的市场环境分析………………………………. 2
2.1 美国家电市场容量………………………………………… 2
2.2中国家电在美国的市场份额…………………………………. 2
2.5 家电市场的发展趋势………………………………………. 4
3.星星家电进军美国市场的对策建议…………………………… 4
3.1根据市场环境做好产品定位…………………………………. 4
3.3开展多渠道营销………………………………………….. 5
