绿源电器营销体系诊断及对策分析

Diagnosis and Countermeasures of Lvyuan Electrical Appliance Marketing System

在当前如此激烈竞争环境下,如何在现有资本与技术条件下实施有效的营销管理,成为了企业不得不考虑的问题。而深度营销理念恰恰能为面临此类困境的企业指明一条突破重围的道路。深度营销强调通过构建营销价值链、通过与渠道的协同,使品牌效应发挥到极致,以便为企业赢得持续的竞争优势。以"深度营销"为理论基础,运用理论推导与归纳分析相结合的方法,以对绿源的市场调查为基础,在营销理念、营销架构、运营体系、渠道结构、促销推广等方面做出问题诊断并依据"深度营销"理论提出相应的解决对策,以期能为绿源在激烈的市场竞争中提供一定的帮助。

In such a fierce competitive environment,how to implement effective marketing and management under the current conditions of capital and technology will become a problem which enterprises have to consider.While the Depth Marketing ideas points out a path of breakout for just such a dilemma faced by the enterprises.Depth Marketing stress the importance of building marketing value chain through collaboration with the channels,so that the brand can gain sustainable competitive business advantages.Therefore,the author takes the Depth Marketing ideas as the theoretical basis,and uses the statistics of market research of Lvyuan to diagnose the problems happened through its promotion idea,promotion structure,promoting system,channel structure and promotion enlarge.In the end this paper puts forward ways to deal with the problems for Lvyuan.