摘要
I
摘要
家庭影院进入国人生活的历史已经超过 20 年。起初的蓬勃发展过后，国内的家
庭影院市场很快进入低迷期，直到最近几年才开始回暖向好。这二十年来，随着技术
的发展，国内的家庭影院市场涌入了大批的企业，然而好景不长，未成熟的家庭影院
行业使得中小企业举步维艰，纷纷倒在技术门槛。尽管国内家庭影院市场近年来重现
复苏势头，但从现有技术水平及销售、服务状况来看，我国的家庭影院行业想要取得
如发达国家的稳健发展态势，依旧有很长的路要走。随着国内经济的不断发展及消费
者物质文化水平的不断提高，在互联网加的时代，国内家庭影院市场迎来了发展的新
机遇

本文主要以山东省家庭影院销售领域内的龙头企业 WHA 公司的销售现状、既有
优势与现实不足等为分析的切入点，运用问卷调查、SWOT 分析等方法，通过分析该
公司的既有发展战略所存在机遇、威胁、优势及劣势，找到与该公司内部发展现状及
我国家庭影院市场整体状况相适应的应对策略。以点代面，把握国内家庭影院的行业
发展状况，并就此为家庭影院行业的营销决策提供相应的理论参照依据

全文的内容主要包括以下几个部分的内容。第一部分首先是绪论，这部分阐述了
本课题的研究背景和意义、研究内容以及研究方法等方面的内容，同时，完成了国内
外有关家庭影院营销策略研究的文献综述，并给出全文研究的技术路线图；第二部分，
对基础理论研究进行了回顾，主要内容包括差异化营销理论、STP 理论以及营销策略
的分析方法；第三部分，分析了 WHA 公司家庭影院的营销现状，进行了 WHA 公司
简介，重点分析了 WHA 公司家庭影院营销发展历程及现状分析；第四部分，研究了
WHA 公司家庭影院营销环境，主要内容包括宏观环境分析，行业竞争环境分析，
SWOT 分析及营销策略取向；第五部分，研究了 WHA 公司家庭影院营销策略，主要
研究了、分析了 WHA 公司家庭影院营销组合策略，WHA 公司家庭影院营销策略的
调整与实施；最后，对全文进行了总结和展望

关键词：目标客户群体；家庭影院；营销策略；SWOT 分析山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Home theater into the history of life has been more than 20 years. After the initial
vigorous development, the domestic home theater market quickly into the downturn, until
the last few years began to pick up better. With the development of technology, the
domestic home theater market influx of a large number of enterprises, but immature home
theater industry makes small and medium enterprises struggling. Although the domestic
home theater market in recent years to reproduce the momentum of recovery, but from the
existing level of technology and sales, service situation, for the reality of China&39;s domestic
theater development, want to obtain such as the steady development of developed countries.
With the development of the domestic economy and the Internet era of innovation, the
domestic home theater market ushered in the development of new opportunities.
This paper mainly focuses on the sales situation of WHA, which is the leading
enterprise in the field of home theater sales in Shandong province, and has the advantages
and disadvantages as the starting point of analysis. By using the questionnaire survey and
SWOT analysis, this paper analyzes the existing development strategy The existence of
opportunities, threats, advantages and disadvantages, to find the company&39;s internal
development and the status of China&39;s domestic theater market to adapt to the overall
situation of coping strategies.
The contents of the full text mainly include the following parts. The first part is the
introduction, which explains the background and significance of the research, the content
of the research and the research methods. The main contents include the differentiated
marketing theory, the STP theory and the analysis method of the marketing strategy. The
third part analyzes the marketing status of the WHA&39;s home theater, and carries on the
research of the WHA&39;s home theater. The second part includes the basic theory research,
the analysis of industry competitive environment, the SWOT analysis and the marketing
strategy orientation. The fourth part studies the development environment of WHA&39;s home
theater marketing. The research on WHA&39;s home theater marketing strategy is mainly
researched and analyzed, and the analysis and implementation of WHA&39;s home theater
marketing mix strategy are analyzed. Finally, it summarizes and prospects the hypertext.
Key words: Target Customer Group; Home Theater; Marketing Strategy; SWOTAnalysis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 研究背景和意义......1
1.1.1 研究的背景....1
1.1.2 研究的意义....1
1.2 国内外文献综述......2
1.2.1 国外文献综述2
1.2.2 国内文献综述3
1.3 研究内容与研究方法..........5
1.3.1 研究的内容与框架....5
1.3.2 研究的方法....7
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