Study On Marketing Management Situation And Countermeasure Of Chinese Household Appliance Enterprises

This thesis clarifies the development course of household appliance enterprises of China (HAEC),and summarizes the characteristic and evolution tendency. It elaborates the qualitative and quantitative method to expound the principle and index system for evaluating marketing management situation (MMS) of those HAEC. Furthermore,it employs a typical instance analysis to the evaluating method so as to deduce the actual MMS of HAEC. This thesis elucidates and analyzes the current and prospective competition background including the corresponding reasons,and reveals the rigorous challenge of HAEC. As for the countermeasure of marketing management,this thesis sets about from illustrating the environment and inner resource of HAEC,and demonstrates how to create satisfactory circumstance for HAEC by advanced marketing theory and successful practice,such as ameliorating training and stimulating system of talents,etc. Besides,HAEC should pay more attention to set up strategic league with other organizations or corporations in order to create better marketing management environment. HAEC should execute active promotion of e-commerce strategy to support scientific marketing process and value chain. On the other hand,this thesis analyzes the current marketing strategy,and illuminates the tactics and countermeasure from various directions in order to improve the MMS of HAEC,such as CRM(customer relation management),distribution channel,logistics,international marketing,performance assessing and enterprise culture,etc.