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毕业设计

题目：海尔冰箱农村市场营销策略
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6月 8 日
海尔冰箱农村市场营销策略
摘要
在改革开放以来，中国家电业展现出前所未有强劲实力和快速发展，现在已初具规模，不过，家电业猛烈市场竞争却历来没有停止过。而且现在城市冰箱市场已经饱和，广大农村市场有待开发。不过，开启这个市场却很困难。农村市场是未来家电厂家争夺主战场，能够毫不夸张说，得农村者得天下。各冰箱企业为了扩大自己销售量，纷纷制订了抢占农村市场，待稳固占领农村市场后再和中国外各大品牌血战高端经营战略。海尔企业作为中国家电一大品牌，必将受到不小冲击，要引发足够重视。
海尔冰箱自创建至今一直为中国消费者提供最好服务。直到今天，能够见证海尔卓越质量冰箱仍然在用户家使用。本文系统分析了现在中国农村市场需求现实状况和购置力特点，对企业怎样正确实施开发农村冰箱市场这个战略展开讨论。该文利用战略管理，营销管理和管理学知识，分析并提出了海尔冰箱企业在开启农村市场时应该采取细分农村冰箱市场，使用有针对性营销组合来激活这个市场策略。
本文对海尔冰箱农村市场营销策略进行了研究，本文共四章：第一章介绍研究背景、目标意义、中国外研究现实状况及海尔集团概况；第二章介绍了冰箱农村市场容量及海尔冰箱市场细分；第三章分析了海尔冰箱农村市场策略；第四章分析了海尔冰箱产品更新策略。
关键词海尔冰箱；营销渠道；市场；农村
Haier Refrigerator Rural Market Marketing Strategy
Abstract
In industry since the reform and opening up, China presents unprecedented strong strength and rapid development, has now begun to take shape, but the industry competition in the market has never stopped. And the city of refrigerator market is saturated, the rural market to be exploited. However, launch the market is very difficult. The rural market is the future home appliance manufacturers compete for key battleground, can literally, rural people have to the world. The refrigerator enterprises to expand their sales, have made the rural market, to be stable occupation of the rural market and brands both at home and abroad after a bloody battle high-end business strategy. Haier company is a big brand, the Chinese electrical appliances will be a big shock, to cause enough attention.
Haier refrigerator since founded always provide Chinese consumers with the best service. Until today, able to witness the Haier outstanding quality of the refrigerator are still used in the user's home. System, this paper analyses the present situation of China's rural market demand and purchasing power, to the enterprise how to co