摘要
I
摘要
“十三五”时期是我国全面建成小康社会的关键时期。我国经济发展已经进入新常
态，处于向形态更高级、分工更复杂、结构更合理发展的阶段，经济发展呈现出增速换
挡、结构优化、动能转换、方式转变的新特征。在经济进入新常态之后，供给侧结构性
改革成为我国发展与改革的主线，产业结构、产品供给要求提质增效。我国经济发展的
这些深刻变化，对家电销售行业来说，既面临着很大的发展机遇,也面临着巨大的挑战，
家电销售的市场竞争将日趋激烈，企业要实现可持续发展，实现利润目标，必须及时准
确地调整市场营销战略

随着科学技术的不断发展，家用电器的更新换代速度日益加快，不仅在产品设计上
加大了研发力度，在营销策略上也不断开拓创新。如何迎合消费者对产品和消费方式的
新需求成为每个企业必须面对和解决的问题。受家电市场环境等主客观因素的影响，
RRS 家电销售有限公司在家电产品运营中表现较为低迷。本文以该公司为例，尝试为其
制定营销组合策略，以达到助其提升销售业绩的目的

RRS 家电销售有限公司隶属海尔集团，负责烟台地区家电业务推广、销售、配送等
工作。作为青岛海尔家电集团在省内营销网络的一个重要组成部分，烟台家电市场营销
活动的成功与否，对海尔家电实现继续保持家电市场领导地位和继续增强竞争力都具有
十分重要的意义。本论文的研究，为 RRS 家电销售有限公司提供一个理论上的指导，
即提供一个使公司在烟台市场营销活动有效开展的营销策略，实践上，对同行业类似的
家电销售企业市场营销管理提供一定参考和借鉴意义

本文以市场营销组合理论作为研究的理论基础，通过对 RRS 家电销售有限公司的
销售现状进行分析，剖析公司当前营销中存在的一些问题；以 SWOT 分析法对烟台家电
市场的营销环境进行了系统的分析，并以分析得出的结论为依据，制定 RRS 家电销售
有限公司的营销策略，通过实施营销策略改善，有效提升营销业绩

关键词：海尔；烟台；市场营销；市场环境；组合策略山东理工大学硕士学位论文 Abstract
II
Abstract
The period of 13
th
Five-Year Plan is the decisive stage in finishing building a moderately
prosperous society in all respects. China’s economic development has entered a stage with
better economic form, more complicated division of labor and more reasonable economic
structure. Under the influence of supply-side structural reform and the policy of expanding
gross demand moderately, our economy has stepped into a state of new normal with the
slowdown in economic growth, adjustment of economic structure, as well as the change of the
way and major engine of economic development. It is shifting gear from an extensive model
that emphasized scale and speed to a more intensive one emphasizing quality and efficiency in
economic growth, from quantity increase and capacity expansion to stock adjustment and
increment optimization in economic structure, from the traditional economic growth point to
the new one. The household appliance sales industry faces great opportunities and challenges
now. The household appliances enterprises will not have a sustainable development in a long
termunless they adjust marketing strategies timely and accurately.
With the development of science and technology, the household appliances change rapidly.
So the household appliances enterprises not only increase their spending on product research
and development, but also innovate marketing strategies. How to satisfy customers’ new
demand of products and consumption patterns is the problem that every household appliances
enterprise must face and deal with. In the effect of the marketing environment of household
appliances, RRS Household Appliance Sales Co., Ltd. performed poorly on corporation
operation. This paper aims at formulating marketing mix strategies in order to increase its sales
quantity.
Belonging to the Haier Group, RRS Household Appliance Sales Co., Ltd. takes
responsibility for the promotion, sale and delivery of household appliances in Yantai market
where is a significant part of Haier’s sales network in Shandong Province. This paper provides
ideas and strategies for RRS’s marketing activities and has a referential significance to the
marketing management of similarcompanies.
First, based on the marketing mix strategy, this paper finds some marketing problems in
RRS after analyzing its sale situation. Second, this paper analyzes the marketing environment
of Yantai systematically by SWOT method. Finally, according to the current marketing
environment, this paper makes appropriate marketing strategies for RRS in order to improve
thesales performance effectively.
Keywords: Haier; Yantai; marketing; market environment; mix strategies.山东理工大学硕士学位论文 目录
III
目录
摘要..I
ABSTRACT......II
目录III
第一章 绪论..1
1.1 研究背景及意义........1
1.2 文献综述........2
1.3 研究内容与方法........6
第二章 相关理论......8
2.1 市场营销组合理论..8
2.2 SWOT 理论简介.......14
第三章 RRS 家电销售有限公司营销环境分析.... 17
3.1 内部环境分析........17
3.1.1 RRS 家电销售有限公司简介....17
3.1.2 RRS 家电销售有限公司财务状况........17
3.1.3 RRS 家电销售有限公司市场营销现状19
3.1.4 RRS 家电销售有限公司营销存在的问题........25
3.1.5 RRS 家电销售有限公司竞争能力分析26
3.2 外部环境分析........26
3.2.1 宏观环境分析....
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