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MBA论文_德国厨房电器奢侈品Miele在中国市场的营销策略研究DOC

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文本描述
摘要
经过改革开放三十多年的经济发展,中国高收入阶层逐渐崛起而开始追求高品质
的生活质量,其中包括家用厨房电器,一部分人把自己目光投向了德国 Miele 品牌,
此类顶级家用厨房电器品牌公司逐渐开始意识到中国也许将成长为市场需求巨大的
重要市场,于是决定战略性进入中国市场。中国是全世界奢侈品消费市场增长整体低
迷环境下的亮点,即便奢侈品在中国增长放缓,但中国的购买力依旧强大。作为不折
不扣的家族企业,2016 年 Miele 全年的营业额为 37 亿欧元,其中欧洲市场做出了 75%
营业额的主要贡献,同时近十年 Miele 中国又拿下了北上广深众多地标性建筑开发商
的厨房精装设备合同,奠定了其一线市场豪宅厨房品牌的认可度和知名度

本文针对 Miele 公司在中国市场的营销业务发展问题进行初步探讨,提出具体的
营销策略,希望能对 Miele 整体中国区的业务发展有所帮助,巩固中国市场和其品牌
影响力,满足公司可持续发展的期望。第一章绪论,首先阐述了本文的选题背景和研
究意义,然后通过国内外文献综述和评价,勾勒出本文要研究的内容和拟解决的问题,
并阐述了研究方法和创新点。第二章理论基础,详细介绍了 4P 营销理论、STP 理论、
大客户关系管理理论。第三章 Miele 公司的营销环境分析,用 PEST 模型分析了宏观
环境和中国厨房电器行业市场环境,并分析了竞争对手。第四章 Miele 公司的营销的
现状与问题,包括公司背景介绍,公司的营销业务发展现状,SWOT 分析以及公司在
中国市场营销战略方面所面临的问题和分析。第五章 Miele 公司的营销对策,分析
主要客户市场,制定合适目标市场政策,坚决执行。再通过 4P 理论丰富和优化 Miele
的营销策略。第六章实施计划与保障,本章制定保障措施,确保营销策略的落地执行,
防范优化过程中可能出现的问题。第七章结论,对本文做客观的总结及展望

通过研究未来奢侈品厨房电器行业的现状以及发展情况,分析 Miele 这一顶级德
国进口奢侈品厨房电器品牌在中国市场的发展方向和发展战略,同时制定和计划相应
的市场拓展以及区域营销管理计划,包括如何拓展新兴准一线或二线城市,也包括对
新兴非传统渠道和潜在市场的建立和探讨,最后针对性的提出优化对策和措施

关键词:奢侈品;厨房电器行业;营销策略;市场拓展III
Abstract
After more than 30 years rapid economic development since the opening and reform
up, Chinese high income levels rise and begin the pursuit of high quality of life style,
including household kitchen appliances. So some Chinese put their sights on the German
brand Miele and top class household kitchen appliances brands like Miele company
gradually began to realize that China may become the most important market all over the
world with huge demand. It is the right time to enter the Chinese strategic market. China is
now the main driver to the growth of the global market for luxury goods. Although luxury
consumer slowdown in China, China&39;s purchasing power is still strong in the whole world.
As a family industry, Miele annual turnover of 3.7 billion euros in 2016 and the European
market contribute with 75% of the global turnover. Fourth-generation heir to the Miele
family has a lot of confidence to the Chinese market. After nearly a decade, Miele China
won many landmarks developers of hardbound kitchen equipment contracts, which laid the
first-line market luxury brand recognition and popularity in the kitchen appliances.
This thesis makes a tentative discussion about business development problems on
Miele brand in China sales marketing and puts forward the concrete marketing strategies,
which hopes to help Miele business development in the whole China area in order to
consolidate the Chinese market and its brand influence for satisfying the sustainable
development of the company&39;s expectations. The first chapter is the introduction that the
selected topic background and research significance of this thesis and then through the
literature review and evaluation at home and abroad to draw the outline of the content of
this paper to study and solve the problem and expounds the research methods and
innovations. The second chapter is the theories that 4P marketing theory, STP theory and
big customer relationship management theory are introduced in detail. The third chapter is
Miele&39;s marketing environment analysis that we analyze the macro environment and the
market environment of China kitchen appliance industry with PEST model and the
competition. The Forth chapter is Miele marketing present situation and problems,
including company background, current situation of the development of the company&39;sIV
marketing operations, SWOT analysis and the company in terms of marketing strategy in
China is facing problems and the analysis. The fifth Chapter is Miele&39;s marketing
countermeasures that we analyze the main customer market and then set the appropriate
target market policy with executes resolutely. Next the marketing strategy of Miele is
enriched and optimized by 4P theory. The sixth Chapter is the implementation plan and
guarantee that the chapter sets the safeguard measures to ensure the execution of the
marketing strategy. However, we should prevent the problems that it may arise during the
optimization process. The last Chapter is conclusion to make objective summary and
prospect for this article.
By studying the luxury kitchen appliances industry situation of status and development
in future, it is necessary to analysis Miele such a top German imported luxury kitchen
appliance brand in the Chinese market from its development direction and development
strategy. At the same time it is important to plan the corresponding market development
and make regional marketing management plan including how to expand the first-tier cities
or second-tier cities and also a new non-traditional sources and the establishment of the
potential market to discuss. Finally the optimized countermeasures and measures are put
forward.
Keywords:Luxury; Household Kitchen Appliances; Marketing And Sales Strategy;
Marketing DevelopmentV
图表目录
[1] 表3.1 近十年中国国内生产总值表....17
[2] 表3.2 近十年中国M0、M1、M2供应量..........18
[3] 图3.1 中国国内市场电器品牌定位的金字塔模型....21
[4] 图3.2 产品系列的比较22
[5] 图3.3 产品线深度的比较........22
[6] 图3.4 产品定位的分析23
[7] 图4.1 德国美诺 Miele营业额.27
[8] 图4.2 德国美诺 Miele全球员工数.....28
[9] 图4.3 Miele中国组织架构图...28
[10] 表4.1 Miele SWOT策略图.....36
[11] 图5.1 2016年中国排名前30位房地产开发集团.....43
[12] 图6.1 Miele中国的业务发展组织结构.........49
[13] 图6.2 年度计划控制过程示意图....
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