惠而浦市场营销策略研究

本科论文关键词：惠而浦：白色家电：营销策略AbstractDue to the acceleration of world economic development and the rapid improvement ofChina's political status and economic strength,China has become the most dynamiceconomic field in the world.With the continuous improvement of China's GDP,many leadingdomestic appliance companies in the world are attracted by the huge potential of China'sdomestic appliance market.Whirlpool group is leading the world in the field of homeappliances.Like other European and American companies,it has turned its investment focusto China.Due to the increasingly fierce commercial competition,under the influence of theprice war,the profit space of the sales of household appliances products is gradually reduced,which has lost the advantage of price reduction in the past.Each foreign investmententerprise can not ignore the link is how to strengthen the white goods group's corecompetitiveness to enhance the group's profitability.The main problem of this paper is how whirlpool group,which has entered the Chinesemarket twice,can create a good sales atmosphere and achieve profits in such a competitiveChinese market.This article USES porter five model and swot theory model for whirlpoolmarketing various,multi-level analysis,find out the problems existing in the currentwhirlpool marketing,and related issues,whirlpool group should clearly understand theirbrand in the market position and the position of the products,and seek to conform to ourcountry current situation of the development of product sales channels,to establish a newproduct marketing chain,promote enterprise in the fierce market competition and stabledevelopment.The research in this paper provides excellent methods and measures for thefuture marketing development of whirlpool,and also provides reference for the marketing ofother similar enterprises.