微波炉发明于20世纪40年代，是欧美国家厨房家电产业中发展最为成熟，普及率 最高的产品之一，随着全球化加强，产业链要素转移，中国制造成为 行业主流，当前全 球超过90%的微波炉产品均产自中国。美国作为全球最大的微波炉单一市场，是全球制 造商最为看重的市场之一，随着家电品牌日益集中、市场竞争的不断加强 ，如何在复杂 国际环境中保持企业的持续竞争力，做好市场营销战略和策略的研究以及实践则越来越 受到出口企业的重视。 本文首先从理论角度对国内外市场营销的研究观点进 行了归纳和整理，阐述营销的发展 历程及当前研究成果，同时以M公司美国市场微波炉业务为例，从公司业务概述入手，基 于市场营销战略和策略的重要性，运用SWOT分析法对企 业发展过程中面临的优势、劣势、 机遇和挑战进行分析研究，提出其在市场营销过程中的机遇与问题；运用STP，4P等理 论，对M公司微波炉美国战略关于市场的细分、目标市场 选择和市场重新定位的分析 基础上，提出了M公司在北美的重新市场定位，并归纳出了公司市场营销策略的优化， 从产品提升、价格竞争方式、渠道拓展和促销方式改善四个方面 探讨M微波炉的美国 市场营销策略：首先在产品策略方面需要拓展升级产品核心卖点，推进自主品牌业务发 展，积极打造品牌形象，实施产品差异化策略，根据客户需求不断开发 新产品，加速智 能制造和产品智能化。价格方面，在充分竞争市场，适度改变纯成本定价法，灵活定价。 分销渠道上，拓宽客户基数，减少对大客户的依赖性，开拓分销客户。 促销方面，应重 视多层次营销方式，加强售后服务，增强组合促销方式等。 本文通过对M公司美国微波炉业务的研究分析，以期为实际业务进一步增长提供 思路，同时也对企业 出口业务市场营销的战略，策略提供借鉴意义。 关键词：微波炉；美国；市场营销 II Abstract Themicrowaveovenwasinventedinthe1940s.Itisoneofthemostmatureandmost popularproductsinthekitchenapplianceindustryinEuropeanandAmericancountries.With thestrengtheningofglobalizationandthetransferofindustrialchainelements,Chinese manufacturinghasbecomethemainstreamoftheindustry.Allmicrowaveovenproductsare producedinChina.Astheworld'slargestsinglemicrowaveovenmarket,theUnitedStatesis oneofthemostimportantmarketsforglobalmanufacturers.Withtheincreasing concentrationofhomeappliancebrandsandthecontinuousenhancementofmarket competition,howtomaintainthecontinuouscompetitivenessofenterprisesinacomplex internationalenvironmentanddoagoodjobinmarketingTheresearchandpracticeof strategiesandtacticsareincreasinglyvaluedbyexportcompanies. Thisarticlefirstsummarizesandorganizesthedomesticandforeignmarketingresearch perspectivesfromatheoreticalperspective,explainsthemarketingdevelopmentprocessand currentresearchresults,andtakesthecompany’ sU.S.marketmicrowaveovenbusinessasan example,startingwiththecompany’sbusinessoverviewandbasedonmarketingstrategyThe importanceofstrategyandstrategy,usingSWOTanalysismethodtoanalyzeandstudythe advantages,disadvantages,opportunitiesandchallengesfacedbytheenterpriseduringthe developmentprocess,andputforwarditsopportunitiesandproblemsinthemarketingprocess; usingSTP,4PandothertheoriestoMcompanyBasedontheanalysisofthemarket segmentation,targetmarketselectionandmarketre-positioningoftheUSstrategyof microwaveovens,thecompany'sre-marketingpositioninNorthAmericawasproposed,and thecompany'smarketingstrategyoptimizationwassummarizedfromproductpromotionand pricecompetition.,Channelexpansionandpromotionmethodstoimprovethediscussionof theUSmarketingstrategyofMmicrowaveovens:Firstofall,productstrategyneedsto expandandupgradethecoresellingpointsofproducts,promotethedevelopmentof independentbrandbusiness,activelybuildbrandimage,implementproductdifferentiation strategy,accordingtocustomersDemandcontinuestodevelopnewproductstoaccelerate smartmanufacturingandproductintelligence.Intermsofprice,inafullycompetitivemarket, thepurecostpricingmethodshouldbechangedmoderatelyandflexiblepricing.Inthe distributionchannel,broadenthecustomerbase,reducedependenceonlargecustomers,and developdistributioncustomers.Intermsofpromotion,weshouldpayattentiontomulti- level marketingmethods,strengthenafter-salesservice,andenhancecombinedpromotionmethods. ThroughtheresearchandanalysisofMcompany'sU.S.microwaveovenbusiness,this III articleaimstoprovideideasforthefurthergrowthoftheactualbusiness,andatthesametime provideareferenceforthemarketingstrategiesandstrategiesofthecompany'sexport business. Keyword:Microwaveoven;UnitedStates;Marketingstrategy IV 目录 摘 要.........................................................................................................................................I Abstract......................................................................................................................................II 目 录......................................................................................................................................IV 图表清 单.................................................................................................................................VII 第一章绪 论...............................................................................................................................1 1.1研究背景及意 义..............................................................................................................1 1.1.1研究背 景...................................................................................................................1 1.1.2研究意 义...................................................................................................................1 1.2文献综 述..........................................................................................................................2 1.2.1国内外研究现 状.......................................................................................................2 1.2.2相关理论基 础...........................................................................................................4 1.3研究内容与方 法..............................................................................................................5 1.3.1研究内 容...................................................................................................................5 1.3.2研究方 法...................................................................................................................5 1.4论文结 构..........................................................................................................................6 第二章M公司概况及营销现 状..............................................................................................8 2.1M公司发展概 况..............................................................................................................8 2.1.1公司概 况...................................................................................................................8 2.1.2组织架 构...................................................................................................................9 2.1.3主营业务介 绍.........................................................................................................10 2.2M公司美国微波炉营销现 状........................................................................................11 2.2.1M公司微波炉营销战略现 状.................................................................................11 2.2.2M公司美国微波炉营销策略现 状.........................................................................13 2.3本章小 结........................................................................................................................15 第三章M公司美国营销环境分 析........................................................................................17 3.1外部环境分 析................................................................................................................17 3.1.1一般环境分 析.........................................................................................................17 3.1.2行业发展趋势以及竞争者分 析.............................................................................22 V 3.1.3市场需求分 析............................................