中国1992年确定社会主义市场经济概念,2001年加入WTO,“以信

息化带动工业化,以工业化促进信息化”,电工行业作为工业链条的一部

分,其发展势必受到工业化,特别是信息化发展的影响。另外由于中国城

镇化发展,和房地产业发展密切相关的电工行业必然处于一个发展上升

期。目前国内电工行业发展迅速,外资品牌企业相继进入中国市场,该行

业市场化程度越来越高。

本文主要以探讨如何促进公司营销业绩为目标,以安徽区域环境为落

脚点,以信息化快速发展下的新营销模式研究为着眼点,以可持续发展为

核心价值追求,研究了国际知名企业TCL-罗格朗公司安徽区域的营销策

略。

文章首先通过分析TCL-罗格朗公司在安徽所处的内外部环境,包括

公司概况、人力资源、组织架构、竞争优劣势、区域人口与地缘经济、竞

争对手、科技环境、渠道发展趋势等诸方面,得出总体环境有利于企业发

展的结论。接着运用SWOT矩阵分析了 TCL-罗格朗公司在电工市场竞争

的优势和劣势及其所面临的机会与挑战,介绍了 TCL-罗格朗公司在安徽

区域产品、品牌推广、目标市场细分与选择、价格、促销、渠道等方面的

营销策略现状并提出改进建议。文章最后系统地提出了保障区域营销策略

实现的具体措施,包括营销队伍建设、创新营销模式等7个方面,从而使

TCL-罗格朗品牌知名度逐步扩大,市场占有率不断提高,营销业绩逐年递

增。

本文的研究对如何让该公司更好地做好安徽区域营销具有现实的建设

性作用,同时研究成果对于同行业企业也具有一定的借鉴意义。

关键词:TCL-罗格朗公司;营销策略;营销模式

Abstract

China bring forward the concept of the socialist market economic system in

1992,and joined WTO in 2001. Use informationization to promote

industrialization, promote the informationization with industrialization.

Electrical equipment industry as a part of the industrial chain, its development is

bound to be industrialization, especially the influence of informatization

development. In addition to the China urbanization development, and real estate

development is closely related to the electrical industry is in a rising stage, the

development of domestic electrical industry rapidly, foreign brands have entered

the Chinese market, the industry is becoming more market.

This paper research the Anhui regional marketing strategy of TCL-

Legrand5taking the promoting sales as the goal, taking the Anhui regional

environment as the foothold, taking the new marketing model under the rapid

development of information technology as research focus, taking the sustainable

development as the core value pursuit

Firstly, this paper analyzes the TCL-Legrand company's internal and

external environment in Anhui province, including company profile, human

resources, organizational structure, competitive advantage and disadvantage,

regional population and geo economic, competitor,technology environment,

channel development trend and other aspects.The conclusion is that the overall

environment is conducive to the development of enterprises .Secondly, analyzes

the TCL- Legrand in electric market competition strengths、weaknesses、the

opportunities and threats by using SWOT matrix. This paper introduces the

TCL- Legrand in present situation of Anhui regional,including products、brand

promotion、market segmentation and selection、price、promotion、channels

and other aspects of marketing strategy, and puts forward the improvement

suggestions. The article finally proposes some measures to guarantee the

regional marketing strategy. There are 7 aspects including the marketing team,

innovative marketing mode, in order to the TCL-Legrand brand awareness

gradually expanding, constantly improve market share,marketing performance

annually.

This paper has practical and constructive significance about how to

make the company a better implementation in the Anhui regional marketing .At

the same time,the conclusion of the study has a certain significance for

enterprises in the same industry

Key Words : TCL-Legrand Company ; Marketing strategy ;

Marketing modes