产能和9%的市场占有率,但因合资品牌强势进入、国产品牌穷追不舍、美菱自身

市场操作原因,目前屈于第二阵营,而且近年来出现促销费用上升、销量增长慢、

利润下降等问题。作为营销组合之一的促销,促销策略运用的成功与否,直接关

系到企业的生存。结合美菱公司当前的市场状况和促销策略的重要性,认为美菱

公司正确实施促销策略显得尤为重要,因此研究美菱冰箱的促销策略具有重要意

义。本文以美菱公司为研究对象,分析当前冰箱市场的整体概况和促销策略,以

及美菱所处的市场份额状态和促销策略现状等,并运用促销理论分析公司在促销

策略存在的问题,并提出相应应对措施,以提高美菱市场竞争力。

本文首先对促销相关理论进行了回顾,为本文研究提供了理论依据。其次,

在熟练掌握各种促销模式的运用之后,对冰箱行业的促销策略现状进行介绍,如

冰箱行业整体状况、冰箱品牌的关注度、市场份额、主要品牌的四个促销模式策

略等,从而对冰箱行业的状况、促销策略有一个初步了解。以及,通过查阅美菱

相关文献及内部资料和数据,对美菱公司的现状及公共关系策略、广告策略、销

售促进策略、人员推销策略的四个促销模式做一个详细介绍。再次,通过美菱当

前的现状及冰箱行业一些共性问题深入的了解,指出美菱公司的促销策略存在的

问题,譬如公共关系体系不完善、促销目标不清晰、销售季节混乱、促销费用过

高等问题。最后借助促销理论及结合美菱自身特点从公共关系、广告、销售促进、

人员推广四个方面为美菱公司提供促销策略方面的建议。

关键词:促销策略;家电;美菱公司

Abstract

Hefei Meiling Limited by Share Ltd is one of the domestic refrigerator

industryfour big families, with an annual output of 7000000 units of capacity and the

market share of 9%,but due to the joint venture brands enter, domestic brandpursued,

Meiling its market operation,the bend in the second camp,but in recent years, the

slow growth of sales promotional costs rise, profits declineetc.. As one of the

marketing promotion, promotion strategy is success&l or not, directly related to the

survival of enterprises. The importance of combiningMeiling company's current

market status and promotion strategy, that Meilingcompany correctly implement the

promotion strategy is very important, so it is important to research the Meiling

Refrigerator Marketing strategy. In this paper, Meiling company as the research object,

analysis of the whole and the promotion strategy of the current refrigerator market,

and the market share of state Meiling place and promotion strategy, the status quo,

and using promotion theory analyze the company in marketing strategy, and puts

forward the corresponding measures to improve the market competitiveness, Meiling.

This paper reviews the promotion theory, provides the theoretical basis for this

study. Secondly, after master the use of various promotion mode, promotion strategy

for the refrigerator industry present situation are introduced, such as refrigerators,

refrigerator industry overall brand awareness, market share, the main brand of four

promotion strategy, the refrigerator industry situation,the promotion strategy of a

preliminary understanding. And, by consulting relevant literature and Meiling internal

information and data, the status of Meilingcompany and public relations strategy,

advertisement strategy, sales promotion strategy, marketing personnel four promotion

strategy to do a detailed introduction. Thirdly, through some common problems and

the refrigerator industry current Meiling in-depth understanding, points out the

existing problems Meiling company promotion strategy, such as public

relationspromotion system is not perfect, the goal is not clear, the selling

seasonconfiision, promotional costs are too high. Finally using the promotion theory

and combined with the characteristics of Meiling from public relations,advertising,

sales promotion, personnel promotion four aspects for the Meilingprovide

promotional tactics.

Keywords: Marketing strategy;Household appliances Meiling company