摘要
当前，随着社会经济发展脚步的不断加快，科学技术日新月异，各个领域产品的升
级换代速度不断提高，与人民群众生活密切相关的家用电器领域伴随着技术的进步也在
产品方面不断推陈出新。在家电产业快速发展的同时，家电销售市场的竞争也日趋激烈，
小型家电销售商其资金有限、规模较小、实力较弱，销售业绩本就增长缓慢，同时为了
应对强大竞争对手在销售政策和销售手段方面的挑战，必须结合自身特点不断改进营销
策略，吸引消费者进店购买商品，努力提高销售业绩

本文从西安华泰电器公司市场营销现状出发，在分析华泰电器公司概况的基础上，
对公司市场营销内部、外部环境进行研究，并设计出基于消费者满意度的营销策略调查
问卷，以此为基础制定了西安华泰电器公司营销策略。论文首先对营销的相关理论及国
内外研究现状进行研究。其次对华泰电器公司目前的营销策略进行分析，结合问卷调查
法以及实证分析法，找出公司在营销策略中存在的不足。最后帮助其找出解决问题的思
路和办法，制定了具体的营销方案和具体改进措施。从而提高了西安华泰电器公司的营
销水平，改变了公司目前所面对的销售困境，拉升其销售业绩，提高其整体竞争实力，
为其能够长远健康发展提供一条可寻之路

论文通过对华泰电器公司在营销策略方面存在问题的分析，希望能够给众多小型家
用电器销售商提供借鉴和参考，有助于改变目前家电销售市场激烈竞争现状，促进家电
领域公司和企业健康发展，进而推动整个家电行业健康发展

关 键 词：西安华泰；家用电器；营销策略
研究类型：专题研究ABSTRACT
At present, along with the accelerating pace of social and economic development,
science and technology changes with each passing day, the upgrading speed continuously
improve products in various fields, and people&39;s life is closely related to the field of home
appliances with advances in technology are also new products constantly. In the rapid
development of home appliance industry, the competition of home appliance sales market is
becoming increasingly fierce, Small appliance dealers have limited funds, small scale, weak
strength, and the sales performance is slow growth. At the same time, in order to deal with the
challenge of strong competitors in sales policy and sales means. It must constantly improve
marketing strategy, and attract consumers into the store to buy goods, and strive to improve
sales performance.
The main content of this article is based on Xi&39; an HuaTai electric appliance company,
Based on the analysis of the general situation of Huatai electrical company, the internal and
external environment of the company marketing, and design the marketing strategy based on
consumer satisfaction, the marketing strategy of Xi&39; an Huatai electric appliance company.
Firstly, the paper studies the related theory of marketing at home and abroad. Secondly, the
current marketing strategy of Huatai electric company, combined with questionnaire and
empirical analysis, find out the shortcomings of the company in the marketing strategy,
finally help it to find ideas and methods to solve the problem, and formulated specific
marketing plan and concrete improvement measures. Thus improve the marketing level of Xi&39;
an Huatai electrical company, and change the current situation of sales, pull-up its sales
performance, improve its overall competitive strength, to provide a way for its long-term
healthy development.
Through the analysis of the problems of Huatai electrical company in marketing strategy,
hope to provide a large number of small household appliances manufacturers for reference
and reference, will help to change the current situation of the fierce competition in home
Subject ： Marketing Strategy Research of Xi&39;an Huatai Electric
Appliance Sales Co., Ltd.
Specialty ： BusinessAdministration
Name ： ChenFuli （Signature）： ：
Instructor ： Wang Ping （Signature）： ：appliance sales, promote the healthy development of domestic appliances and enterprises,
and promote the healthy development of the whole appliance industry.
Key Word : Xi&39;an HuaTai; Household ElectricAppliances; Marketing Strategy
Research Type : Special Subject Research目录
I
目 录
1 绪论......1
1.1 研究背景与意义1
1.1.1 研究背景..1
1.1.2 研究意义..2
1.2 国内外研究现状2
1.2.1 国外研究现状......3
1.2.2 国内研究现状......4
1.3 研究内容与方法6
1.3.1 研究内容..6
1.3.2 研究方法..6
1.4 研究路径7
2 相关理论概述..9
2.1 市场营销基本概念........9
2.1.1 市场营销的概念..9
2.1.2 市场营销的作用..9
2.1.3 市场营销的环境10
2.2 营销策略相关理论......10
2.3 主要分析工具..12
2.3.1 PEST 模型.........12
2.3.2 SWOT 分析法...12
2.4 本章小结..........13
3 西安华泰电器公司市场营销环境分析........14
3.1 公司概况..........14
3.2 西安华泰电器公司市场营销内部环境分析.15
3.2.1 销售人员构成....16
3.2.2 营销方案17
3.2.3 营销措施17
3.2.4 商品价格与构成18
3.2.5 广告宣传........
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