TCL电器销售有限公司终端营销策略研究

Research on Terminal Marketing Strategies of TCL Electrical Sales Ltd

所有商品的销售都有渠道营销和终端营销之分。营销应该是发力于"渠道",有效服务于"终端"、作用于"终端"。TCL电器销售有限公司在终端营销上有着自己的优势,但面对强劲的竞争对手又存在着一些劣势和威胁并存,导致众厂家产品同质化程度较高,竞争渠道狭窄。应充分利用优势,抓住机遇,加强品牌建设与维护,加大促销力度,有效推广品牌拓展和实施好终端营销的拦截策略,迅速占领市场,以求得份额的提升,在销售网络形成一定规模的竞争优势。

All marketing of commodity consists of channel marketing and terminal marketing. Marketing should derive from ＂channd＂ and serve for ＂terminal＂. There are its own advantages in terminal marketing for TCL Electrical Sales Ltd. Facing firm competitors, however, it has disadvantages and threatening, which causes high homogenization from many manufacturers and narrow competitive channels. Hence, we should use the advantages and seize the oppommities to increase brand establishment and maintenance, promotion, hrand expansion and intercepting strategy of terminal marketing, and quickly occupy the market to achieve more shares and form competitive advantage in marketing network to some scale.