专业学位硕士学位论文
海尔商用冷柜营销策略研究
Study on Marketing Strategy of Haier Commercial Refrigerator
作 者 姓 名： 李晓双
学科、 专业： 工商管理
学 号： 41911382
指 导 教 师： 郭艳红
完 成 日 期：2022年5月28日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：海尔商用冷柜营销策略研究
作 者 签 名 ： 日期：2022 年 05 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
中国的经济在最近几年发展非常迅猛，在发展速度等诸多方面已经是国内外的引领
者，伴随着对日本的成功超越，全球第二大经济体现在已经是中国，这再给中国本土企
业创造了广阔的成长空间，也让外资企业有了更多的发展机遇来到中国。在党和国家政
策指导下，一系列前所未有的招商引资政策，让越来越多的外资企业选择在在中国发展
根基，同时让企业自身得到了巨大的发展与进步。但是通常风险与机遇并存，国内各行
各业的竞争对手数量都在不断攀升，市场占有率逐年缩减，产品相性价比低，同质化严
重等都是危机，企业的销售额和利润直接受到了巨大影响，所以想在激烈的市场竞争中
冲出重围任何企业首当其冲是要加强自身的核心竞争力，这也将成为决定公司生死存亡
的关键因素。
本论文通过切实的行业及企业调研，以海尔商用冷柜公司当前正在经历阶段所发现
的营销问题为研究对象，从海尔商用冷柜公司现状入手，使用科学的市场营销理论和模
型，如 4P、STP 理论，PEST 及波特五力模型等，对海尔商用冷柜进行内外部环境分析。
内部环境主要从内部资源、内部能力和当前所面临的的营销问题几个方面进行分析。外
部环境从宏观环境、行业环境、竞争品牌及客户几个维度进行详细分析。对海尔商用冷
柜公司营销策略的研究，首先通过对商用冷柜的市场细分，结合企业现状对目标市场的
选择，找到企业发展的市场定位，进而制定相应的营销策略。同时为了让营销策略更好
适用于海尔商用冷柜公司，分别从人才招聘与培养、物流、财务以及研发创新几个维度
制定了相应的保障措施。
通过对这些问题进行分析和研究，找到造成海尔商用冷柜公司销售乏力、市场份额
逐年下降的根本原因，并针对发现的七大营销问题进行分析。随后论文营销问题有针对
性的对这些问题和影响应诉进行营销策略的制定。营销策略主要从产品策略、价格策略、
渠道策略、促销策略、关系管理、品牌策略、售后策略等七个方面进行制定，旨在让海
尔商用冷柜公司的核心竞争力有所提升，企业领导者的发展眼光，前瞻性和战略性也都
在营销策略中被充分展现。最终帮助海尔商用冷柜公司能够有效的抑制和解决当前存在
的市场营销危机，大幅提升公司的市场占有率和盈利能力。
关键词：市场营销；商用冷柜；市场细分；市场定位；营销策略
- I - 海尔商用冷柜营销策略研究
Study on Marketing Strategy of Haier Commercial Refrigerator
Abstract
China;s economy has developed very rapidly in recent years, and has become a leader at
home and abroad in many aspects such as development speed. With the successful
transcendence of Japan, the world;s second largest economy is already China, which has created
a broad growth space for Chinese local enterprises and more development opportunities for
foreign-funded enterprises to come to China. Under the guidance of the party and state policies,
a series of unprecedented investment promotion policies have enabled more and more
foreign-funded enterprises to choose to develop in China, which has made great contributions
to China;s economic development, which is long-term and lasting in promoting China;s
economy and major enterprises, and has also made great development and progress. However,
risks and opportunities usually coexist. The greater the opportunity, the higher the risk. The
number of competitors in all walks of life in China is rising, the market share is shrinking year
by year, the cost performance of products is low, and the homogenization is serious. The sales
and profits of enterprises have been greatly affected, Therefore, if you want to break out of the
siege in the fierce market competition, the first thing for any enterprise is to strengthen its core
competitiveness, which will also become the key factor to determine the survival of the
company.
Research in this paper through practical industry and enterprises, to the current Haier
commercial refrigerator company is experiencing stage marketing problems found as the
research object, from the current situation of Haier commercial refrigerator company, using the
scientific marketing theories and models, such as 4 p, STP theory, PEST and porter five models,
haier commercial freezers for internal and external environmental analysis. The internal
environment is mainly analyzed from the aspects of internal resources, internal ability and
marketing problems. The external environment is analyzed in detail from the dimensions of
macro environment, industry environment, competitive brands and customers. To study the
marketing strategy of Haier commercial refrigerator company, firstly through the market
segmentation of commercial refrigerator, combined with the current situation of the enterprise
to choose the target market, find the market positioning of enterprise development, and then
formulate the corresponding marketing strategy. At the same time, in order to make the
marketing strategy more suitable for Haier commercial refrigerator Company, corresponding
safeguard measures are formulated from the aspects of talent recruitment and training, logistics,
finance and R&D innovation.
Through the analysis and research of these problems, the root cause of weak sales and
declining market share of Haier commercial refrigerator company was found, and the seven
- II - 大连理工大学专业学位硕士学位论文
marketing problems were analyzed. Then the paper marketing problems targeted to these
problems and impact on the development of marketing strategies. Marketing strategy from the
product strategy, price strategy, channel strategy, promotion strategy, relationship
management, brand strategy, after seven aspects such as formulation, aiming to make haier
improve commercial freezer company;s core competitiveness, the development of the
enterprise leaders, forward-looking and strategic have been displayed fully in marketing
strategy. Finally, it will help Haier Commercial refrigerator Company to effectively curb and
solve the current marketing crisis, and greatly improve the company;s market share and
profitability.
Key Words：Marketing; Fefrigerator Company; Market segmentation ; Market
Positioning ;Marketing Strategy
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