创维在桂林门店营销策略分析
摘 要
随着彩电行业市场竞争的日趋激烈以及彩电产品同质化日益严重，彩电市场进入品牌战时代。创维电视营销经过市场竞争的洗礼，成为我国最大的民营电视品牌。但随着国内彩电品牌的崛起以及大量国际品牌进入中国市场的情况下，对主要以门店营销为主的创维电视产生了极大的冲击力。
本文首先在其他学者的基础上对门店营销的相关理论知识进行了概述，之后对桂林地区彩电行业的其他竞争品牌以及创维品牌的营销概况进行了分析。然后文中介绍了创维彩电在桂林营销的基本情况，评价了创维彩电在桂林的门店营销现状，找出创维品牌营销面临的主要问题，并研究创维彩电门店营销的基本情况，有针对性地进行门店营销策略调整，希望能够提升创维彩电门店营销的策略，使其在激烈的市场竞争中争取有利地位。
关键词： 创维彩电，门店营销，营销策略
Skyworth store marketing strategy analysis in guilin
ABSTRACT
With increasingly fierce market competition, and color TV color TV industry is becoming more and more serious product homogeneity, color television market into the era of brand war. Skyworth TV marketing through the baptism of the market competition, become the largest private TV brand in our country. But with the rise of domestic color TV brand and a large number of international brands to enter the Chinese market, mainly stores marketing of skyworth TV made a tremendous impact.
In this paper, first of all, on the basis of other scholars for its marketing related theories are reviewed, then to guilin area color TV industry’s other competitive brands and skyworth brand marketing situation is analyzed. Then this paper introduces the basic situation of the color in guilin marketing, evaluated the color television in guilin stores marketing present situation, find out the major problems of skyworth brand marketing, and study the basic situation of the stores of the color marketing, to store a targeted marketing strategy adjustment, hoping to improve its marketing strategy of the color, make it get better position in the intense market competition.
KEYWORDS：color television, store marketing, marketing strategy
目 录
1.1 选题背景……………………………………………………………………………………. 1
1.2 研究目的和意义…………………………………………………………………………. 1
1.2.1 研究目的…………………………………………………………………………. 1
1.2.2 研究意义…………………………………………………………………………. 2
1.2.3 研究的方法……………………………………………………………………… 2
2.1 理论综述……………………………………………………………………………………. 4
2.1.1 门店营销管理定义…………………………………………………………… 4
2.1.2 门店营销管理的重点及技巧…………………………………………….. 4
2.1.3 门店视觉营销………………………………………………………………….. 4
2.2 门店营销力提升的意义………………………………………………………………. 5
3.1 品牌简介……………………………………………………………………………………. 6
3.2 年度销售数据分析……………………………………………………………………… 6
4 创维彩电在桂林门店营销现状分析…………………………… 8
4.1 创维电视桂林门店销售情况……………………………………………………….. 8
4.2 创维桂林门店营销现状………………………………………………………………. 9
4.2.1 精准营销策略………………………………………………………………….. 9
4.2.2 日常销售策略………………………………………………………………….. 9
4.3 创维桂林门店营销模式分析……………………………………………………….. 10
4.3.1 门店营销模式的优势……………………………………………………… 10
4.3.2 门店营销模式的劣势……………………………………………………… 10
5 创维彩电在门店营销中存在的问题………………………….. 12
5.1 终端门店布置缺乏创新，难以吸引顾客……………………………………. 12
5.2 终端门店销售人员综合素质有待提高……………………………………….. 12
5.2.1 服务意识淡薄，对顾客关怀度欠缺………………………………… 12
5.2.2 销售能力不足，顾客流失严重……………………………………….. 13
5.3 消费者对促销活动关注度不高………………………………………………….. 13
5.4 企业品牌观念缺失，管理运营不善…………………………………………… 13
6 对创维彩电门店营销的建议………………………………… 15
6.1 改善门店布局策略，提高门店整体形象……………………………………. 15
6.2 完善销售人员管理制度，全面提高素质……………………………………. 15
6.2.1 调整考核制度，注重服务营销策略………………………………… 15
6.2.2 建立人才流通制度…………………………………………………………. 16
6.2.3 建立科学的培养管理方法………………………………………………. 16
6.3 改善促销活动方案，提高活动质量…………………………………………… 17
6.4 实施品牌形象传播，塑造企业形象…………………………………………… 17
