摘要: \
本文通过问卷调查、文献研究、实证分析等方法及对公司进行的外部环境分析、内
部环境分析、SWOT分析,结合营销策略相关理论,对“北京佳未昊业贸易有限公司”
的营销策略从促销、质量管理、商品结构、店面形象、售后服务等方面进行了深入细致
的分析调查,通过采取对消费者的调查了解、与公司一线工作人员访谈、对公司店面的
形象分析、研究公司各类商品的销售渠道及销量、分析商品在售前、售中、售后过程中
所出现的问题等方式,帮助该公司找出了影响销售业绩的原因,分析和阐述了公司目前
营销策略在制定和实施方面存在的问题,并提出了新的营销策略,包括实施高质量促销
策略、严格商品质量管理、调整商品结构、设计装修店面、改善售后服务等措施,提升
了公司整体竞争力,改善了公司的销售现状,为公司的长远发展谋求了一条可循之路。

同时,通过对该公司在营销策略的制定和实施方面存在问题的分析和解决,也形成了一
套适合小型家电销售商的有效营销策略,给同行业中其他的小型家电销售商提供了借
鉴。

【关键词】促销策略 质量管理 商品结构 店面形象 售后服务
【研究类型】应用研究
Based on marketing strategy theory, this paper investigated thoroughly and
analyze deeply the marketing strategy of Beijing Jiahehaoye trade limited
company, especially in promoting, quality management, product structure store
image, after-sale service etc, through several researching methods, such as the
questionnaire survey, literature research, empirical analysis methods and SWOT
analysis and the like. Firstly, the paper surveyed the consumers' perception for
the services, the interviews of staff at the production line, analyzing the image
of the store and all types of commodity sales channels, and quantity of sales
commodities as well as the problems involving in the process of pre-sale, in-sale,
post-sale, and then help this company fans out the reasons of sales performance,
and put forward some new marketing strategy, including the implementation of
high quality promotion strategy, managing strictly the quality of products,
adjusting the product structure, redesigning the stores, improving the quality of
after-sale service etc. Finally the results of this paper would help the company
strengthen its overall competitiveness, and improve its sales status, for the
long-term development of the company moveover, the paper put forward to
forming a effective marketing strategy which is suit-able for small-sized
appliance distributors, and hope the strategy to be viewed as a model in relevant
【Key Words 】Promotion strategy Management in puality The structure of
Name: Lijinshan
Tutor: Zhaojingfeng
Abstract
field.
commodity The stores' image After-sale service
【Research Type】 Application research