随着我国社会主义市场经济体制的逐步完善发展,小家电行业也在市场化道

路上越走越远。由于产品的高度同质化,以及价格竞争、品牌竞争带来的多败俱

伤,具有持久竞争优势的营销策略就成为小家电企业决胜市场的关键因素。目前

市场营销中大部分观点认为,消费者行为已经成为对商品销售具有至关重要影响

的因素,其原因在于:首先,满足消费者需求已经成为商品销售之根本目的;其

次,对消费者行为特征不够重视的市场营销策略最终必将失败。只有全面深刻地

研究消费者及其行为,才能对企业市场营销起到重要作用。

本文以我国小家电行业为例,从消费者的视角来分析我国小家电行业的发展

现状和营销现状,对我国小家电消费者的消费动机和消费心理进行分析,归纳出

消费者在消费过程中的一些新的行为特点和新的消费观念,找出给小电家消费者

消费行为造成影响的各种因素,并指出当前小电家市场营销面临的主要问题。基

于这些影响因素和面临的问题,本文运用7P理论有针对性地制定适用于普遍企

业的相关营销策略,为小家电企业提供参考和建议。并通过美的小家电企业案例,

具体分析美的小家电实施的营销策略的优缺点,以便给其他小家电企业制定营销

策略提供借鉴。

本文通过研究最终得出结论:小家电企业要想在激烈的市场竞争中脱颖而

出,必须深入分析消费者行为,实行差异化营销策略。

关键词:消费者行为;企业;营销策略;小家电行业

Abstract

With the continuous development of market economy in China, the degree of

marketization of small household electrical appliances industry continues to improve.

Due to high degree of homogeneity of the product,as well as more defeated by price

competition, brand competition hurt,has the lasting competitive advantage marketing

strategy has become the key factor of small household electrical appliance enterprises

winning the market. Therefore, has the extremely vital significance to

strengthenmarketing strategy management to improve sales of small household

electrical appliance enterprises to expand the market. The modern concept of

marketing that,in many factors that affect the sale of goods,consumer behavior is the

most important, the reason is very simple, acommodities to meet consumer demand as

a fundamental purpose; twois all marketing strategy only considers the characteristics

of consumer behavior,it may play a role. Only a comprehensive and profound study

of consumers and theirbehavior, to an important role for the enterprise market

marketing.

In this paper,the small household electrical appliances industry as an example, from

the consumer's perspective to analyze the development situation and marketing status

of small household electrical appliance industry in China, the small household

electrical appliance consumption motivation and consumption of consumer

psychology. Base on the above analysis,we find out some new behavior

characteristics in the process of consumers and the new consumption idea, and the

factors which affect consumers’ behavior,and point out that the current small electric

home of the main problems in the marketing. Based on these factors and problems,

this paper uses the theory of 7PS to formulate relevant applicable to common

enterprise marketing strategy, for the small household electrical appliances enterprises

to provide the reference and advice. And the company named MEIDI for a case, we

specifically analyze the advantages and disadvantages of the small household
electrical appliances to implement marketing strategies of MEIDI, for other small

enterprises to provide reference for marketing strategies.

In this paper, finally study concluded that the small household electrical appliances

enterprises in the fierce market competition must be in-depth analysis of consumer

behavior, implement differentiation marketing strategy.

Keywords: private, consumer behavior; enterprise; marketing strategy; small

household electrical appliances industry