智能厨房设备营销策略研究-以西顿公司为例
摘 要
随着经济全球化的进展越来越快，人们的生活质量也得到很好地提升。尤其是在中国，通过国家和社会的不断努力和发展，中国中等收入家庭的比例呈现出良好发展的态势，中国人口中贫困人口的数量也逐年的减少，中国消费的趋势也向着中高端水平发展。这对智能厨房设备公司和中高端生活产品的公司来说，这一个很大的发展契机，而国外的智能厨房设备公司也正是看中了中国市场这一优势，纷纷进军内地市场。在中国的智能厨房设备市场中，不乏能够看到中国的国内自产自销的品牌，当然现阶段存在于市场，且占据了智能厨房设备市场很大一部分比例的是国外的中高端品牌。随着中国智能厨房设备市场日益竞争激烈，大部分市场智能厨房设备公司在中国很快的成型并且表现出快速发展、稳定转型的态势。同时，伴随着计算机网络技术的迅猛发展和广泛应用，人类进入了全新的网络经济时代。
本文探讨了市场对当代智能厨房设备销售行业进入“全媒体”营销时代深刻影响，分析了市场环境下西顿智能厨房设备营销推广在营销对象、营销方式、营销组织等方面的全方位变革及其特点，结合4P营销理论，提出了西顿公司智能厨房设备产品，迎接新时期营销管理变革的对策建议。
关键词 智能厨房设备；营销策略；西顿公司；4P；互联网销售
Research on Marketing Strategy of Intelligent Kitchen Equipment – Taking Sidon Company as an Example
Abstract
With the progress of economic globalization faster and faster, people’s quality of life has also been greatly improved. Especially in China, through the continuous efforts and development of the country and society, the proportion of middle-income families in China shows a good momentum of development, the number of poor people in China’s population is also decreasing year by year, the trend of China’s consumption is also toward the high-end level of development The This is the smart kitchen equipment company and the high-end life products company, this is a great opportunity for development, and foreign smart kitchen equipment company is also fancy the Chinese market this advantage, have to enter the mainland market. In China’s smart kitchen equipment market, there is no lack of China’s domestic production to see the brand, of course, at this stage exists in the market, and occupy a large part of the smart kitchen equipment market is the proportion of foreign high-end brands. As China’s smart kitchen equipment market increasingly competitive, most of the market smart kitchen equipment company in China quickly formed and showed rapid development, stable transition situation. At the same time, along with the rapid development of computer network technology and widely used, human into a new era of network economy. This paper explores the profound impact of the market on the contemporary smart kitchen equipment sales industry into the “full media” marketing era, and analyzes the all-round change of marketing and marketing of Xidon smart kitchen equipment marketing market, marketing method and marketing organization in the market environment Characteristics, put forward the Sidon smart kitchen equipment products, to meet the new era of marketing management changes in the recommendations.
Keywords smart kitchen equipment; marketing strategy; Sidon Company；4P；Internet sales
目 录
第1章 绪论………………………………………………………… 1
第2章 我国智能厨房设备市场分析………………………………………. 3
第3章 4P理论概述…………………………………………………… 5
3.1 产品的组合………………………………………………….. 5
3.2 定价的组合………………………………………………….. 5
3.3 分销的组合………………………………………………….. 5
3.4 促销组合……………………………………………………. 6
第4章 西顿公司的智能厨房设备市场及运营分析……………………………. 7
4.1 用户市场分析………………………………………………… 7
4.2 用户需求分析………………………………………………… 7
第5章 基于4P理论的营销策略分析……………………………………… 9
5.1 产品分析……………………………………………………. 9
5.2 定价分析……………………………………………………. 9
5.3 分销分析…………………………………………………… 10
5.4 促销分析…………………………………………………… 10
第6章 西顿公司的智能厨房设备营销手段建议…………………………….. 11
6.1 加大互联网宣传力度………………………………………….. 11
6.2 合理运用电商平台……………………………………………. 11
6.3 提升顾客满意度……………………………………………… 12
6.4 提升营销人员专业素质………………………………………… 12
6.5 降低物流风险，扩大合作范围…………………………………… 12
6.6 发展自身的品牌设计师………………………………………… 12
结 论……………………………………………………………. 13
致 谢……………………………………………………………. 14
参 考 文 献……………………………………………………….. 15
